Organic Food in German Michelin Star Restaurants

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Bachelorarbeit aus dem Jahr 2010 im Fachbereich Tourismus - Hotelfach / Gaststättengewerbe, Note: 65%, Leeds Metropolitan Universi...

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Bachelorarbeit aus dem Jahr 2010 im Fachbereich Tourismus - Hotelfach / Gaststättengewerbe, Note: 65%, Leeds Metropolitan University, Sprache: Deutsch, Abstract: The aim of this work is to investigate why German Michelin Star restaurants offer organic food. The purpose was to examine the motivation and reasons of German Michelin Star restaurants for offering organic food to their customers. This work is divided into five main parts of study, namely literature review, methodology, results, discussion and conclusion. Both primary and secondary researches were undertaken for the study. The secondary research focused on both organic food and Michelin Star restaurants. The Guide Michelin is a well known ranking system focusing on quality gastronomy; hence it becomes obvious that restaurants mainly focus on high quality and customers' choice. The German market is nowadays the most important market for organic products in the world. Further, it is quite hard to define organic food as standards differ worldwide. The primary research consisted on carrying out an email questionnaire to 225 German Michelin Star restaurants, which has been limited by having conducted the questionnaire during the busiest time period resulting that only one Star Michelin restaurants responded; hence the aim of this study can not be answered completely. Considering the customers view, it is noticeable that the majority of consumers demanding organic food are younger, educated, sophisticated customers, who are willing to pay premium prices for high quality products. The results found out, that Michelin Star restaurants are focused on both improving their product quality and on achieving a high level of customer satisfaction. This indicates a main reason why German Michelin Star restaurants offer organic food with their aim to improve the quality of their products and flavour.