Tourism and Hospitality

Market research suggests that organic food consumption in Europe is growing. The concept of dining out organically may therefore represent a promising business opportunity and yet little is known about how it is perceived by restaurant managers. This study reports on the outcome of a qualitative research conducted with managers of UK casual dining restaurants. It finds that restaurateurs are sceptical about the business feasibility of dining out organically which is viewed as a niche market with limited consumer appeal. This contradicts market research which questions the robustness of its findings. A new research stream looking at actual consumer behaviour, rather than attitudes, when dining out is necessary. Recommendations are devised to facilitate organic dining out in the UK.