Taking on the challenge of making a profitable business out of food is one that is fraught with difficulties. The failure rate of new restaurants is 70% and therefore it is not surprising that so many examiners choose this industry in which to set their exam questions.
With any restaurant — and perhaps any business — the most important aspect of the marketing mix is the product itself. Having a high-quality product — often with a unique selling point — is crucial to the success of the business. Over the last 30 years, consumers’ tastes have changed considerably and with the world becoming ever smaller through globalisation, the cuisine on offer in nearly every major town and city has a truly international flavour.
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