AN EXAMINATION OF CHEFS’ STRATEGIES IN FOOD PORTIONING AND ITS EFFECTS ON CUSTOMER RETENTION
AN EXAMINATION OF CHEFS’ STRATEGIES IN FOOD PORTIONING AND ITS EFFECTS ON CUSTOMER RETENTION
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Date
2023-03
Authors
ELLEN ADJEIWAAH ADAMS
7201180045
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Abstract
As the world is becoming more conscious about lifestyle, food, nutrition, exercising and
overall healthy living is the new global trend, necessity has brought food portioning in
terms of size and nutrition and has made it a part of the new global trend. Therefore,
food portioning strategies plays a pivotal role in this trend and how that affects customer
retention was a question that was left unanswered. Hence, the study sought to examine
the strategies adopted by chefs in food portioning and its effect on customer retention
using selected restaurants as case study. The researcher adopted a descriptive and case
study design synced with quantitative techniques and purposively sampled chefs and
kitchen staff of the selected restaurants and used convenience sampling method to
sample one hundred (100) customers of the selected restaurants to whom questionnaires
were administered. Out of the sample size, forty-two chefs and kitchen staff as well as
eighty-one (81) customers filled and returned the questionnaires and their responses was
collated, presented in tables and charts and discussed with the support of existing
literature to provide to draw conclusions on the study objectives. The findings revealed
that chef‘s adopted strategies such as using small dinnerware, nutrition label, texture and
contrasting colors and the right plate as food portioning strategies for food portioning.
With a commendable customer retention level at the selected restaurants, it was
discovered that, chefs‘ strategies used in food portioning had a significant effect on
customer retention. It was recommended that, food portioning strategies can be used by
management a yardstick to retain customers since 86.5% of variability in customer
retention was as a result of food portioning strategies with an overall correlation of .948
between the two variables.