Publication Date

1998

Abstract

Micro-breweries and micro-brewed beer have been growing in popularity ever since 1977. In recent years, the growth has been phenomenal; restaurants have started to take notice and advantage of the increased interest in micro-brewed beers. However, shakeout is expected. The research focused on mid-priced casual restaurants, a large segment with many chain restaurants, with respondents from three regions of the continental United States (i.e., the Southeast, the Pacific Northwest, and the Midwest). The research findings suggest that more than 70 percent of the participants in this study reported that they dine out at least once per week, indicating that they are accustomed to the dining process. These respondents indicated a higher than average socioeconomic index (Byrne, 1971), and a strong preference for micro-brewed product offerings. Additionally those respondents who indicated a preference for micro brewed products were less prone to desire a national brand of beer. Regional differences among the participants' responses are also discussed.

Comments

Required Publisher Statement
© Taylor & Francis. Final version published as: Borchgrevink, C. P., & Susskind, A. M. (1998). Micro-brewed beer and the patrons of mid-priced, casual restaurants. Journal of Hospitality & Leisure Marketing, 5(2-3),.115-129. Reprinted with permission. All rights reserved.

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