Marketing Locally Grown Food Products in Globally Branded Restaurants

Michael Vieregge · Nancy Loman Scanlon · J. Huss

34 citations0/0 files storedJournal of Foodservice Business Research

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Consumer Behavior in Brand Consumption and Identification Culinary Culture and Tourism Organic Food and Agriculture

Abstract

This research study measures the perception patrons of a McDonald's restaurant for locally grown food products used in standard menu items. A survey questionnaire attempts to determine differences in consumer knowledge regarding the use of local Swiss food products and whether an increase in frequency of patronizing the restaurant will occur as a result of this program. The issue of perception differences between different demographic groups of local food products has not been addressed by McDonald's Switzerland. An implied benefit of local product use should be an improvement of brand image and extension of brand value. Do local customers and travelers perceive this brand value extension?

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References

2025Advances in Consumer Research 1994Customer Loyalty: Toward an Integrated Conceptual Framework 2007Strategic Brand Management 1990In Search of Brand Image: a Foundation Analysis 2002Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications 1998‘Strategic brand management’1999Increasing brand loyalty in the hospitality industry 1997Service loyalty: implications for service providers

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