New Classification System for the U.S. Restaurant Industry: Application of Utilitarian and Hedonic Continuum Model

Abstract

In epistemological domains, classification systems play an integral part as tools of discovery and systematic exploration. Classifications are essential for the integrity and validity of any academic research and application of the research findings to that particular research context. Absence of classification systems limits the ability of a discipline to advance as a legitimate subject worthy of academic pursuit. Currently, in the United States, as noted by the National Restaurant Association, there is no standardized and official classification for the restaurant industry. Thus, the current study proposes a theoretically supported restaurant classification system based on the concept of hedonic and utilitarian consumption. The proposed classification system has been empirically tested in four different studies, including a panel of currently operating restaurateurs, food journalists specializing in restaurant industry, panel of hospitality educators, and restaurant customers. The proposed framework has received strong empirical support from all four selected groups. The obtained results suggest that this parsimonious system could be effectively used to classify the U.S. restaurant industry with the proposed four major classes: Luxury Restaurants, Fine-Dining Restaurants, Casual Restaurants, and Quick-Service Restaurants.