الفهرس 
Chapter One IntroductionOnly 14 pages are availabe for public view
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Abstract
”Gastronomy is among the most important entry points for restaurants to achieve this. The industry of competitive advantages for restaurants stems mainly from thought, reason, and awareness of the importance of innovation and discovery in a rapidly changing world. Competition between restaurants is always in the context of innovation, as restaurants strive to provide the best services and products such as innovative dishes, in order to receive the acceptance of customers and continue to innovate everything new in the world of food innovations. Molecular Gastronomy has become the most innovative and exciting area of the modern food sector, specifically the restaurant industry. Molecular gastronomy activities have an impact on restaurants. As an example, it increases the attraction and the popularity of the restaurant; it plays an important role in the formation of the brand identity of the restaurant with the positive food experiences of the customers, it forms a strong source of income for restaurants. Gastronomy has an important power in increasing the competitive capacity of the restaurant and providing its sustainability, as well. The study was based on descriptive analytical method to describe the subject of the study accurately by collecting and analyzing data about molecular gastronomy and its impact on achieving competitive advantage in Egyptian restaurants. As well as conducting a field study in an attempt to reach the results can be generalized to this population, so as to understand and analyze the study and describe it as a realistic description. The study tools were designed in both ””Arabic and English”” languages, in order to facilitate the target sample. The study uses a mix of quantitative and qualitative methods. “Quantitative Method” is in (385) “questionnaire form” valid for analysis forms (97%) directed to frequent customers in five-star restaurants, which represent the study sample based on “Competitive Advantage” analysis. “Qualitative Method” is in a (23) “personal interview” with executive chefs or their representatives of five-star restaurants who implementing molecular gastronomy techniques in their restaurants to determine the extent of applying molecular gastronomy in restaurants and its impact on achieving a competitive advantage on investigated five-star restaurants based on “Five Forces” analysis. According to Chamber of Tourism Establishments CTE, (2021), there are (51) five-star restaurants in Cairo. (23) restaurants were selected as a sample for the current study, which represent (45.1%) to carry out the field study, this is for two reasons : Cairo has been chosen as a representative sample of the Egyptian five-star restaurants society because of its popularity and it has the largest number of five star restaurants compared with other cities in Egypt. Five-star restaurants were chosen due to the sign of maturity, the desire for improvement, innovation, and increasing competition in order to reach a high level of customer satisfaction. Summary of the Results of the Analysis of Chefs Personal Interviews Questions -This result shows that the majority of chefs who apply molecular gastronomy are of young age. Most chefs who apply molecular gastronomy have secondary hotel education, which helps them to acquire more knowledge and skill about new food developments and innovations. The application of molecular gastronomy is not a difficult or complicated technique, and does not require many years of experience, which most of chefs who apply this modern trend have average years of experience. The results of the personal interviews show that, the majority of chefs have an enough awareness and vision to apply molecular gastronomy dishes on their restaurants. The low prevalence of molecular gastronomy dishes and techniques in the menus of five-star restaurants. the majority of chefs agreed to apply these molecular gastronomy techniques (Gelification, Spherification, Sous-Vide, Transformation, and Smoking) in their restaurants. Summary of the Results of the Analysis of Customers Questionnaire Forms This result indicates that most of the customers of five star restaurants who have experienced molecular gastronomy are male. Most of the customers of five-star restaurants that apply molecular gastronomy are young people. The majority of customers of molecular gastronomy five-star restaurants are highly educated. Most customers do not consider their visit as the first visit to the restaurant. The majority of customers in five-star restaurants has tried molecular gastronomy dishes and techniques and has knowledge and awareness towards those dishes. The majority of customers liked the molecular gastronomy experience, and desired the molecular gastronomy experience again. Suggested recommendations based on the results of interview questions for executive chefs and their representatives The restaurant menu should have a separate corner for innovative dishes, including molecular gastronomy. Adding molecular gastronomy content as a teaching and educational course taught in colleges and institutes of tourism and hotels, in order for yesterday’s students and future chefs to benefit in the application of molecular gastronomy techniques later. -The restaurant’s management contracted with at least two suppliers, in order to supply the food additives of the required quality, for fear of any obstacles that the restaurant faces later. Contracting with reputable and credible suppliers, as food additives are easy to deceive commercially, which affects their quality and the health of customers later.The executive chef should use the method of up selling, by presenting samples of molecular gastronomy dishes to regular and repeat customers in the restaurant, in order to motivate customers to try molecular gastronomy dishes, especially in the open kitchen system of restaurants. Appealing to all chefs who have cooking programs on TV channels to talk about the benefits of molecular gastronomy dishes, as an encouragement idea that encourages customers to try these dishes in restaurants.Suggested recommendations based on the results of customer questionnaires Suggest a complete menu containing innovative molecular gastronomy items (appetizer, soup, salad, side dish, main course, dessert). Suggest a single item prepared using molecular gastronomy technology in each corner of the menu, e.g. “Molecular gastronomy in the main course...and so on”. Preparing innovative drinks and cocktails using one of the techniques of molecular gastronomy, in the ways and tools presented in the restaurant. Molecular gastronomy dishes should be marketed as one of the modern methods of slimming and losing weight. It is possible to launch this style under the name ””chemical dieting””.