Marketing of Dutch Culinary Restaurants: An Exploration from the Entrepreneur's Perspective

Among a substantial part (39.7%) of all 68 Dutch culinary restaurants with Michelin stars (2004) awareness and perception of marketing and promotion was researched. Michelin, Lekker (Dutch culinary guide), free publicity, and a good restaurant Website were seen as the major marketing drivers for success. Achieving Michelin stars provides major personal satisfaction and business results. Word of mouth as promotional tool is considered important and has influence on other elements of the marketing process for culinary restaurants. There is a reciprocal relation between word of mouth and restaurant quality assessing guides plus free publicity. One drives the other. It is therefore paramount for culinary restaurant owners to invest in the process of generating word of mouth.