Journal of Tourism and Hospitality Management

Similarities and Differences in US and Canadian Restaurant Marketing Strategies: A Cross-Border Analysis of Menu Offerings
Richard Gottschall , Mark Gultek, Dr. Lise Heroux

Abstract
As an important marketing tool, restaurant menus communicate food and beverage offerings and position the establishment in the minds of consumers. The aim of this study is to compare restaurant menus from the US and Canada to test for similarities and differences between the two markets. Over 50 restaurants were visited in each county (n=111) and 13 features of the restaurants were analyzed for dining styles, product selection, and food trends. Similarities between the two markets were most evident in fine dining restaurants, while most of the differences were found in casual dining restaurants. The primary contribution of this paper lies in the data-driven approach and insights gained by analyzing both market similarities and differences.

Full Text: PDF     DOI: 10.15640/jthm.v6n1a1