A Tale of Two Restaurants: The role of the Chef in the search for authenticity.

Bill GregorashFollow

Author Bios (50 Words for each Author)

Bill J. Gregorash is a certified Chef du Cuisine and has a background in Hotel and Restaurant Food Service. In 1987 he created and owned a successful fine dining restaurant specializing in Northern Italian Cuisine before turning to academia in 2001 when he was hired as professor at Confederation College (Thunder Bay, ON, Canada) to teach in the Hospitality Programs. He has a Master’s Degree in Tourism Management from Royal Roads University and a PhD from the School of Management at the University of Leicester UK. Bill has experience in Hospitality/Tourism research and restaurant consulting, academic curriculum development, and apprenticeship training. Bill’s research interest is with gastronomy and food tourism. Currently he is teaching in hospitality, tourism and business marketing programs.

Abstract (150 Words)

A Tale of Two Restaurants: The role of the chef in the search for sustainability.

Abstract: Restaurants are an integral component of the tourism industry; tourists need food when away from home. The tourist always has options for sustenance, how this choice is made has become complex as it comes down to choosing between ‘the memorable gastronomic meal experience’, ‘the locally sourced gastronomic ethical food experience’ or the ‘fast food/self catering option’. The level of food quality and ethical sources are topics of this chapter. The ideology and perception of two Michelin star quality UK restaurants examined on their sustainability practices and food ethics. This position paper looks at how two restaurants that market ‘British Gastronomy’ as their primary fare uniquely viewed with regard to sustainability and ethical practices. A theoretical model presented positions restaurants according to the authenticity of their brand image and sustainability practices. An argument presented on ranking restaurants within the model and how consumer’s motives affected by sustainability practices and brand image in food decisions. The word ‘authenticity’ is a common marketing tag that restaurants like to pitch describing their experiences is considered in the model.

Keywords: Restaurant sustainability, food ethics, food tourism, British food.

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A Tale of Two Restaurants: The role of the Chef in the search for authenticity.

A Tale of Two Restaurants: The role of the chef in the search for sustainability.

Abstract: Restaurants are an integral component of the tourism industry; tourists need food when away from home. The tourist always has options for sustenance, how this choice is made has become complex as it comes down to choosing between ‘the memorable gastronomic meal experience’, ‘the locally sourced gastronomic ethical food experience’ or the ‘fast food/self catering option’. The level of food quality and ethical sources are topics of this chapter. The ideology and perception of two Michelin star quality UK restaurants examined on their sustainability practices and food ethics. This position paper looks at how two restaurants that market ‘British Gastronomy’ as their primary fare uniquely viewed with regard to sustainability and ethical practices. A theoretical model presented positions restaurants according to the authenticity of their brand image and sustainability practices. An argument presented on ranking restaurants within the model and how consumer’s motives affected by sustainability practices and brand image in food decisions. The word ‘authenticity’ is a common marketing tag that restaurants like to pitch describing their experiences is considered in the model.

Keywords: Restaurant sustainability, food ethics, food tourism, British food.