TLH334 Gastronomy


“Globalization is when geographic constraints on economic and social relationships recede. This increases our global interdependence.” (Branson 2007).

Examine critically two aspects related to globalization, namely (a) homogenization and (b). heterogenization.

Discuss with others the important factors that you must consider when starting a food-related business.


Two aspects of globalization that have also had an impact on the food sector are heterogenization or homogenization.

Numerous researchers agree that the main problem with increasing homogenization has been the loss of cultural diversity.

Homogenization can be described in simple terms as the selection of consumers from different parts of the world for products that may or may not match their cultural traditions, culture and preferences (Heimen & Lowengart 2014).

An example of this can be illustrated with the help a case scenario.

McDonalds has enjoyed a thriving food industry since 1955 when it opened its first location in Des Plaines, Illinois (near Chicago).

The company’s menu of food was designed to appeal to both the American fast-food culture and local food preferences.

The quality and taste of McDonalds’ food products was appreciated by many people, not just those of Western descent, but all people around the globe.

McDonalds’ food products became popular with the east countries (Misra 2014 and Surico 2014.

This shows that, despite their differences in food choices and cultural traditions in how they prepare their food; McDonald’s was able to establish stores in Eastern countries.

It was a dominant brand in fast food culture across many countries like India, China and many other places where people were open to new tastes.

The concept of global homogeneity explains McDonalds’ dominance worldwide. It means that even though there are local cuisines, McDonalds is the dominant global food brand, and consumers have access to international products regardless of their religious, economic or social status (Balogh, et al.

The concept of cultural heterogeneity has been created by globalization.

It is usually based on the importance of local culture, as well as the dependence on religion tradition food, role family and shared history.

Because the cost of food from the global organization is affordable, it has been shown that elite classes have the ability to afford such products.

People who live in certain cultural societies will choose their local food because they are less able to buy on the international market.

While a certain food brand may be the most popular in the world, it is not the case that restaurants selling staple food products will gain more attention locally or regionally.

A mix of international and local cuisine is a good choice.

This can lead to cultural heterozenization when a restaurant integrates a particular global culture into their local or regional culture. (Yue Zhao, Kuzma, 2015).

Let’s take an example.

Indians love spicy food and various sweet, sour or hot sauces. This is why McDonalds Indians introduces products like Mc aloo tikki. They also use pudina sauce to make their burgers.

To attract Indians to their area, western restaurants often use Indian spices in their cuisine.

This can lead to cultural heterozenisation.

When starting a food business, there are important things you should keep in mind.

First, you need to create strategies to effectively compete with your competition and emerge victorious with the right amount profitability.

Each new entrant must have unique selling points that will differentiate it from its competitors, as there are many different types of restaurants in each locality.

Second, products must be tested before being released to large-scale production.

Each new entrant should first sell the product to the community or market on a small scale before making major investments such as signing a lease or purchasing major equipment.

The first customers will be used primarily as test markets, which will act as the proof-of-concept during the business planning stage.

They must make sure they comply with all regulations when setting up a new center for food.

First, they need to know what regulations apply to them. Then they must take the proper measurements.

This is essential to ensure that there are no obligations that could damage the company’s image before it starts seeing the face light of profit.

It is essential to create a realistic cash flow forecast for the food business.

It is difficult to make a profit in the food business. This is due to the fact that it takes more time to generate revenue. Therefore, a person entering the business must have sufficient funds.

Collis and Hussey (2013) state that every person should have a set budget in place before setting up the flow.

It is a good idea to seek the guidance of a veteran in the industry before you start your journey.

In order to avoid making costly mistakes and losing money, valuable information is essential during the startup and operation of a business.

Advisors are available to investors even if they do not choose to join a mentoring program. (Grimm Hoffster, Sarkis, 2014).

These could include professionals from the same field or people who are also in the same industry.

A new entrant could also get involved in networking events that help to meet other people in the area.

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Key factors for subsupplier management: A perspective on sustainable food supply chains.

International Journal of Production Economics 152. pp.159-173.

A. Heiman, and O. Lowengart, 2014.

Calorie information influences on consumers’ food choice: Sources of gender heterogeneity.

Journal of Business Research 67(5): 964-973.

Principles and practices to ensure safe processing of food.

Misra K. and Surico P. (2014).

Evidence from two fiscal stimulus programmes. Consumption, income variations, and heterogeneity.

American Economic Journal, Macroeconomics, 6(4) pp.84-106.

The New Business Road Test: What executives, entrepreneurs, and managers should do before launching lean start-ups.

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Yue C., Zhao S., Kuzma J., 2015.

Heterogeneous Consumer Preferences in Nanotechnology and Genetic Modification Technology in Food Products.

Journal of Agricultural Economics 66(2), pp.308-312.

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