Article
Introduction
The consistent increase in cultural and ethnical diversity in the United States has resulted in the variety and prosperity of ethnic restaurants in the U.S. foodservice market (Liu and Jang, 2009a). In particular, because of good taste and great customer perceived value for the price, the popularity of Chinese cuisine has been increasing. According to Liu and Jang (2009a), there are about 43,139 Chinese restaurants in the United States, which is larger than the combined number of all McDonald's, Wendy's, and Burger King domestic outlets. Chinese restaurants generate over $17.5 billion annual sales, accounting for about a quarter of the overall annual sales generated by ethnic restaurants in the US (Liu and Jang, 2009a).
ArticleIntroductionThe consistent increase in cultural and ethnical diversity in the United States has resulted in the variety and prosperity of ethnic restaurants in the U.S. foodservice market (Liu and Jang, 2009a). In particular, because of good taste and great customer perceived value for the price, the popularity of Chinese cuisine has been increasing. According to Liu and Jang (2009a), there are about 43,139 Chinese restaurants in the United States, which is larger than the combined number of all McDonald's, Wendy's, and Burger King domestic outlets. Chinese restaurants generate over $17.5 billion annual sales, accounting for about a quarter of the overall annual sales generated by ethnic restaurants in the US (Liu and Jang, 2009a).
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