ShabuHouse was founded in the year 2007 in San Francisco. It was the firstbrand to develop the spicy miso that led to its expansion in fiveother locations. It has 12 tables and 5 bar seats that canaccommodate up to 65 people. Shabu is a Japanese kind of hot pot thatconstitutes broth, dipping sauces, meat, and vegetables. has managed to entice many individuals with their discounts andflexible menus. However, competition in the food and beverageindustry continues to heighten with time. Customers are moreconscious of what they eat and drink due to health concerns. In thatrespect, this paper will dwell on the trends that can shape Shabu’sfuture strategic direction and growth. This is because the industryis quite competitive and relies solely on customer preferences. Assuch, any trends that can sway consumers must be considered to ensureconsistent growth of the restaurant.
Oneof the future trends that may impact on Shabu restaurant and force itto review its strategic plan is the consumer awareness of healthyliving. In other words, people are more aware of fatty foods and thedangers of high cholesterol levels. Lifestyle has been labeled themost common cause of diseases. For instance, people partake fastfoods without indulging in exercise and end up growing fat. As aresult, they become obese and invite all sorts of illnesses relatedto obesity such as high blood pressure or diabetes. In fact, theobesity rates have been rising in many countries, especially inAmerica. With the cancer levels also increasing, people are becomingaware of the detrimental impacts emanating from the diet [ CITATION FIA16 l 1033 ].
Healthawareness has made many people reduce or even quit consumption ofanimal products. This includes beef, pork, and chicken among others.Apart from that, there is a growing concern on the consumption ofprocessed foods. Health awareness also encourages people to watchwhat they drink. Therefore, unhealthy drinks will be outweighed infuture. For example, consumers do not prefer sugary drinks or foods.As such, the rates of consumption of unnatural foods will drop withtime as consumers are becoming more aware of what they partake.Perhaps the number of vegetarians will continue to rise. Also, therehas been a growing trend of vegetarian restaurants. Due to theintricacy involved in diet, there are high chances consumers will beconsidering their health more than appetite [ CITATION Dav12 l 1033 ].
Thetrend in nutrition will force Shabu to adjust their menus toincorporate all the consumers. For instance, they will have todevelop foods that are both enticing and healthy to attract a broadrange of customers. As earlier stated, this industry is quitecompetitive, and a small tweak in the manner of operation can impactvastly on consumers. Though the kurobuta pork, lamb, American-stylebeef, as well as ginger chicken, will continue to attract customers,there is a need for the restaurant to diversify their foods anddrinks. Healthy foods will attract and maintain loyal customers. Forexample, some restaurants offer all kinds of foods related tovegetarians. Such a restaurant will keep loyal clients. In future,sugary soft drinks will be outweighed by the natural juices fromfruits. Though the rates of beer drinking could remain constant, itis not the same case for non-alcoholic beverages. In general, Shabuwill be shaped by the customer demands for healthier foods andbeverages. The consumers’ changing lifestyles regarding foods is animportant aspect to consider [ CITATION Dav12 l 1033 ].
Cheung, D. W. (2012). Globilization of Chinese Food. New York: Routledge.
FIA Staff. (2016, January 12). Food and Beverage Trends: What Will Shape the 2016 Global Market? Retrieved from https://foodindustry.asia/food-and-beverage-trends-what-will-shape-the-2016-global-market