Great Expectations for Fine Dining: Lessons for Small Business Resturateurs


  • Joe Singer University of Missouri - Kansas City
  • Raj Arora University of Missouri - Kansas City


As the 21st century unfolds, our work and our leisure  will be changed by our growing sense of individualism and spiritualism. Experts say consumers in the new millennium will overturn much of what  we know about target marketing:  turning  upside  down  traditional  thinking about what we 'II buy, how we’ll live and work and how we’ll eat. For the aging baby boom generation, the new "meal-lennium" will be more about "time-using" (social event) than "time-saving" (eat-and-run). The fine dining experience will become the triumph of individualism over the ever-faster pace of the new economy as baby boomers den1and to be treated and catered to as individuals.

This study investigated the difference between baby boom men and women in attitude, consumption emotions, and satisfaction resulting from a visit to a fine dining restaurant. Data were collected using a self-administered questionnaire from residents of a large mid western city using a judgment sampling approach. While there was no difference in the mean values on these constructs, the causal model revealed significant differences in the profile of emotions influencing satisfaction.


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