The external business environment faced by the restaurant industry: Discourse analysis of trade journal editorials in Finland in 1979-2023

Abstract

Internal factors and their impact on the success of restaurants are widely studied in restaurant research, yet there is little knowledge concerning external factors affecting the success of restaurants. The purpose of the present paper is to explore the external factors of the business environment (PESTEL factors) and how they are perceived by the Finnish restaurant industry. Research data consisted of the editorials of the Finnish trade journal Vitriini from 1979 to 2023 which were mainly written by the CEOs of the Finnish Hospitality Association (MaRa). The most discussed factors were clear political factors followed by legal factors, but other external factors also emerged from data which did not fit within PESTEL, namely COVID-19. The results of a discourse analysis showed that the external factors are regarded as significant elements in operating a restaurant business. Alcohol and taxation are the two main discourses identified in the data, which are regarded as challenges to the industry. Although the data of this study is large in volume, it is limited to only the Finnish hospitality industry association representatives. For practical implementation, this study can inspire new viewpoints for discussion about the future of the restaurant industry between restaurant industry leaders and policymakers.