Ethnicity in the design of ethnic food outlets

Abstract

The aim of this research is to propose guidelines for ethnic food outlet design, focusing on ethnic food premises that are away from places of ethnic origins. This research is inspired by the facts that; ethnicity must be considered in the design of ethnic food outlets, but few studies are available on the employment of ethnicity in design despite growing numbers of ethnic food premises; and ethnic food outlets are often designed by people who have different ethnicity from the ethnic origins of the premises. This research addresses three kinds of inquiry. The first one discusses the importance of ethnic expression in the design of ethnic food outlets. The second one deals with how to effectively employ ethnicity in design. The last one suggests specific design requirements for ethnic food outlet design. Outcomes of the research should assist designers and managers of ethnic food outlets, especially for those who have different ethnicity from the origins of ethnic food outlets. Three research instruments were used: literature review, surveys and case studies. The literature review discusses existing studies in retailing, food industry, ethnicity and culture, and architectural design. The survey collects a range of opinions from ethnic food outlet users. The case studies obtain opinions from ethnic food outlet managers and provide applications of the three inquiries. The following results were obtained. Firstly, ethnic expression is important in the design of ethnic food outlets. To customers, the ethnic food experience is a means to satisfy a need to experience something different from their ordinary routines. To managers, the ethnic expression is a means to attract consumers to premises. Secondly, ethnicity needs to be employed in ways that enable customers to experience ethnic food sharing, to have a comfortable foreign food experience, to understand food rituals from other cultures, to be entertained by the exotic food experience, and to eat well. These aspects should be taken into account in the design of ethnic food outlets, because they are physically manifested by architectural features in the premises. Finally there are certain principles that need to be achieved by those who design and manage ethnic food outlets. One is to adopt the ethnic food rituals in the original ethnic places, but to adapt to the culture of the host country. Another principle is to keep up with current food outlet trends including design tendencies to meet customer expectations influenced by their experience of other eating places. To conclude, the research helps designers and owners of ethnic food outlets: it establishes the significance of ethnic expression in the design of ethnic food outlets; it defines customer needs and preferences in the ethnic dining experience; and it provides information on ways to apply ethnicity in designing and managing ethnic food outlets, and on design and management principles.