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Discuss about the Effects Of Environmentally Friendly Perceptions.

Effective explanation of the customer or market problem

Restaurant businesses in Australia moves towards community-based, food-based ideas and the restaurants are finding way to the up-cycle. The restaurant businesses can instantly grab high footfalls of customers (Lewis, 2014). In recent time, the entrepreneurs focus on the business ideas which can address the social or environmental issues. ‘Green Restaurant’ in Australia is new business idea where the entrepreneurs are planning to provide the global cuisine to the consumers and best customer service without harming environment. The green restaurants are basically environment friendly restaurants which do not harm the environment as well as community people. Green restaurant will recycle the waste and it will also reduce the food waste along with carbon emission. The owners of the business will focus on recognising the training of the staffs and the designing of the restaurant which will emphasis on being environment friendly.

In Australia, food and beverage industry continues to grow and the average Australian family spend almost AUD 4900 in a year on eating out (Lee, Hallak & Sardeshmukh, 2018). The educated Australians purchase the products or service when they find that their purchases do not negatively influence on the environment. Therefore, the idea of green restaurant is high in demand as the owners of the business will operate eco-friendly restaurant which cater to increase the pool of the consumers. The customers will believe that by visiting the green restaurant, they will support the sustainable businesses. At present, the restaurant emits harmful gases from the kitchen and the restaurants also throw the harmful waste in the environment which can harm the community people. Amidst the situation, green restaurant will make the environment friendly kitchen which will not emit harmful gases and the restaurant will recycle 100% of the waste. The interior of the restaurant will reflect the influence of green and the seating areas of the restaurant will also highlight the touch of green. The restaurant will use the renewable energy resources and packages, plates and utensils all will provide sustainable development. Therefore, the green restaurant will reduce the pollution in the environment and the practice of water efficiency and conservation can help the community. There is a demand in the market to have sustainable restaurant and this green restaurant will solve the problem. The food offering of the restaurant will be green as it will be completely vegan restaurant. The takeout services of the restaurant will ditch the disposables.

Persuasive argument of the benefits to be generated

First of all, the green restaurant concept will be an example of sustainable business concept which will definitely help to improve the condition of the environment and the community. The eco-friendly restaurant will provide benefit of recycling of the waste and products. The motto of the green restaurant is to reuse and reduce of the wastage as recycling can be done practically in smaller areas also (Kim et al., 2017). Restaurant owners will recycle the wastage so that it will not harm the community and environment. Most importantly, the consumers in Australia are getting health conscious day-by-day and there is an increase of demand of the vegan food dishes. The owners of the restaurant will take the supply from the local food suppliers; therefore, the suppliers will benefited from the green restaurant. In addition, the green restaurant will go green during the time of cleaning. The wastage of the restaurant will be recycled and the solar panel and bio-electric will be used for energy. In addition, the restaurant will install water filtration system which will help the restaurant to filter the underground water directly.

Most importantly, the green restaurant will provide employment to the local poor people as the staffs of the restaurant which will serve the benefits of the local area also. In addition, the green restaurant will be designed in small area and it will bring the profit in short-run as well. Therefore, the restaurant will serve for the customers, for environment and for the society.

The key partners of the business are the environmentally aware customers and the business partners. The business will primarily run because of the participation of the customers who are aware about the environmental consequences of big restaurants (Namkung & Jang, 2013). The business partners will provide capital and infrastructure to do the business. The key activity of the business is production of food items in the process that do not pose harm to the environment. The restaurant will be serving the customers as they are served in other restaurants, but the food will be produced in a very environment friendly way so that there are lesser environmental consequences. The waste materials will also be recycled completely.  Key resources of the restaurant are Environment friendly cooking equipment’s and the chefs. The cooking equipment will be especially designed so that the smoke and the wastage during cooking is as less as possible. Presently the restaurants produce a lot of smoke and a large amount of materials that are wastage which includes biodegradable and non-biodegradable wastes. Specially trained chefs will be taking care that the dishes are of best quality and there is no compromise in the taste because of the unique process that six involved. Value Proposition of the business will lie in the unique idea of protecting the environment while taking care of the needs of the customers. The restaurant will not pose any harm to the environment and conserve the nature by recycling the waste products.

Discussion of the proposed business model

Customer Relationships will be maintained through the Internet, Emails, and Helpline. Customer Segments of the business will mainly constitute of the customers who are aware about the environmental consequences of big restaurants (Namkung & Jang, 2017). Various channels that will be used for promoting the business will include Social Media, Hoardings, Search Engines, and Television. The various areas where there will be regular spending can be categorised under the heading cost Structure which includes- Buying and maintenance of environment friendly cooking equipment and Machines that help in recycling the wastes that are produced. Revenue will come in mainly through the selling of the food items in the restaurant which will be of great quality. (Refer to Appendix for the table).

Critical Success Factors are those factors which help in making the business successful and sets it apart from other businesses. This particular business plan hits one of the most critical problem that the humanity is facing today which is environmental pollution and destruction of the ecosystem. Most of the educated people in the present society are aware about the consequences of environmental pollution therefore they try to reduce their own carbon footprint. In doing so the people endeavour in consuming the products which are less harsh on the environment. In this case the restaurant will be advertised as one of the most environment friendly restaurant in the region which utilises unmatchable technology in preparing the dishes that are served so that the environmental consequences are almost zero (Dewald, Bruin & Jang, 2014). The success factor of the business will be making the customer aware about the positive effects on the environment when the customers consume food from this particular restaurant. This will draw the environment conscious customers to the restaurant. Also there will be awareness drives so that customers who are not that much aware about the environmental consequences understand the ill effects produced by restaurants `which are not environmental friendly. The critical success factor will also include the great quality of food that will be prepared by the restaurant and provided to the customers. The food will be of great quality and the process in which the food will be made will be environmental friendly. All together the restaurant will be drawing a large number of customers who are conscious about environment and also enjoy good quality of food. Whether or not the restaurant will be successful will also be understood by prior survey from the relevant target group who are expected to visit the restaurant.

Critical success factors to be managed during execution

The idea is feasible and practically viable because the possibility of the process of producing dishes which are totally environmental friendly has been already tested. The machineries which will be used are also tested for their quality and efficiency. The smoke emission is extremely low in all these machines and soon the machines will be upgraded so that there is no more production of smoke that will harm the nature (Green Restaurant Association, 2016). The wastage coming out of the cooking process will also be treated with advanced machinery so that the restaurant can achieve its target of being the zero waste restaurant. The waste management process would include the total recycling of the waste materials so that the organic wastes may be turned into manure, compost or other possible compounds which will help the restaurant in growing its own vegetables (Wang et al., 2013). The inorganic wastes will also be managed through smart waste management system. This type of restaurants are already built in many parts of the world and these are quite famous among the people who are conscious about environmental conservation. The equipment suppliers are having experience in supplying similar equipment to other green restaurants. Therefore if the idea is implemented properly, it will be very much feasible and successful. The management of the restaurant must be serious in properly advertising the restaurant in mediums where the target audience will come to know about the restaurant and they will start visiting the restaurant as soon as it opens.

Conclusions

It can be concluded that restaurant business is less risky as it always find the target customers. This green restaurant will cater mainly the vegan consumers who like to have different types of vegetarian dishes across the globe. In addition to that the restaurant will have bigger motive when it saves the energy, water and does good for the environment and community. The business model of the green restaurant explains that key partnership and channels of the business will help to have the large revenue in short time. The customers will definitely get attracted when the customers will have the purpose to serve the environment along with having modern cuisine.

Reference List

Dewald, B., Bruin, B. J., & Jang, Y. J. (2014). US consumer attitudes towards “green” restaurants. Anatolia, 25(2), 171-180.

Green Restaurant Association. (2016). Green restaurant certification standards. Retrieved February, 26, 2016.

Jang, S. Y., Chung, J. Y., & Kim, Y. G. (2015). Effects of environmentally friendly perceptions on customers' intentions to visit environmentally friendly restaurants: An extended theory of planned behavior. Asia Pacific Journal of Tourism Research, 20(6), 599-618.

Kim, J. T., Jang, H. R., Cho, S. H., & Hwang, I. Y. (2017). A Study on the Influence of Eco-friendly Agricultural Products on Customer Satisfaction and Behavior Intention in Hotel Chinese Restaurants. International Journal of Advanced Culture Technology (IJACT), 5(4), 63-70.

Lee, C., Hallak, R., & Sardeshmukh, S. R. (2018). Drivers of success in independent restaurants: A study of the Australian restaurant sector. Journal of Hospitality and Tourism Management, 29, 99-111.

Lewis, P. (2014). Paying the penalty? The high price of penalty rates in Australian restaurants. Agenda: A Journal of Policy Analysis and Reform, 5-26.

Namkung, Y., & Jang, S. (2017). Are consumers willing to pay more for green practices at restaurants?. Journal of Hospitality & Tourism Research, 41(3), 329-356.

Namkung, Y., & Jang, S. S. (2013). Effects of restaurant green practices on brand equity formation: Do green practices really matter?. International Journal of Hospitality Management, 33, 85-95.

Plummer, L. A., Allison, T. H., & Connelly, B. L. (2016). Better together? Signaling interactions in new venture pursuit of initial external capital. Academy of Management Journal, 59(5), 1585-1604.

Wang, Y. F., Chen, S. P., Lee, Y. C., & Tsai, C. T. S. (2013). Developing green management standards for restaurants: An application of green supply chain management. International Journal of Hospitality Management, 34, 263-273.

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