Non-Technological Food Service Innovation Models: Towards Building Value Creation in Restaurants within Hotels in Nairobi County, Kenya

Abstract

The food service industry has to continuously innovate; however, concerns have been raised regarding the issue of distinctive and customized innovation models. The study aimed at the general objective to investigate how non-technological food service innovation models create value in restaurants. The specific objective was to establish and explore the relationship between non-technological food service innovation models and value creation. The study used a cross-sectional descriptive survey research design which involved those hotel restaurants in Nairobi County that were registered with the Tourism Regulatory Authority (TRA) as at 2016. Multistage stratified sampling—as well as purposeful and random sampling techniques—were used with a sample size of 385 respondents. Data collection instruments included questionnaires, interview guide, and observation-checklist, achieving a response rate of 82.9%. The coded data was analysed using descriptive and inferential statistical data analytical methods. Hypotheses were tested using multinomial regression, t-test and chi-square. Food service innovation model had no significant relationship with value creation in restaurants (p-value of 0.554). The study concludes that there is a need for a systematic procedure/model for developing non-technological food service innovations. To these end the study proposes a new food service innovation model with new variable such as consultation of professionals. This will enable an innovative organizational culture and lead to significant cost savings in the food service industry, among other benefits.