NEW APPROACH IN GASTRONOMY: THIRD WAVE COFFEE

Abstract

Author(s): F├╝sun ?STANBULLU D?N├çER* Sezgi GED?K** Serap ├ľZDEM?R G├ťZEL***

Economic change of first wave is starting with agricultural revoluation, second wave has continued with industrial revoluation, after industrial revoluation had left “information” expressed as a third wave. Technological effects, global market policies, changes in competitive strategy, increase of knowledge as an economic resource and different aspects of employers have been effective to reveal the third wave. These effects have begun to uncover the third generation of consumer behavior, and businesses have adopted different management strategies in order to respond to changing this behavior. Especially in the field of gastronomy has began to form new approaches which are affected by consumer behavior of the third generation. In this study, data has been evaluated which obtained by investigating the reasons for the gradual increase in the number of the third wave coffee shops in Turkey. In the study, data was collected from a total of ten participants with interview technique with qualitative research methods. According to the findings; revealed “third wave coffee” approach focuses on tailor-made, fresh and production of high quality coffee.

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