The Impact of Applying Molecular Gastronomy Techniques on Achieving Dimensions of Competitive Advantage in Cairo Egyptian Restaurants

Abstract

This research aims to examine the impact of applying molecular gastronomy techniques on achieving dimensions of competitive advantage in Cairo Egyptian restaurants. For achieving the research aim, a questionnaire form was designed and distributed to a random sample of guests who frequently visit five-star restaurants. Participants received information to examine the effects of molecular gastronomy and evaluate their experience of these dishes towards dimensions of competitive advantage in terms of cost/price, quality, flexibility/variety, delivery/time, and innovation/technology using a five-point Likert scale, which 385 responses were received and valid to analyze by SPSS V.25. Results indicated that most of the guests of five-star restaurants that apply molecular gastronomy are young people and have highly educated. Furthermore, the majority of guests liked the molecular gastronomy experience and has knowledge and awareness of those dishes. The research recommendations include:, "Restaurants are conducting a marketing campaign aimed at educating guests about molecular gastronomy dishes, which those dishes edible for all different categories and ages of guests, whether children, youth, men and women, and that dishes can be eaten both inside and outside the restaurant, which those dishes have not any harmful effect on health".