Value Creation Gastronomy: The Case of a Peruvian–Japanese Cuisine

Abstract

Gastronomy is a highly competitive and constantly evolving field worldwide. Some emerging countries, like Peru, have been among those that have solidly established their culinary art on the international stage over the past few decades. The creation of fusion cuisine, which merges elements from French, Italian, Spanish, Chinese and Japanese cultures, has led to a significant product offering for various markets. Our research aims to demonstrate how Hanzo, a specialized Peruvian–Japanese restaurant, has focused on value creation as the foundation for business growth. An important element about the creation and performance of this restaurant is the entrepreneurial capability of the founder. He has established an innovation culture based on original dishes and personal service. Using the case study approach, we analyzed the iterative process among the involved actors. Among Hanzo’s achievements are its recognition as one of the top Nikkei–Japanese restaurants, which enhances its market position and attracts a loyal customer base. We found relevant lessons on how to solidly unify different cultures/cuisines for creating value through fusion cuisine. Implications for management include analyzing new ways to co-create value through innovation, oriented personalization and integrating employees according to the values of strong cultures.