Purpose
This paper aims to gain insight into the preferences of US customers regarding Korean food, and to categorize these customers according to the reasons for their preferences.
Design/methodology/approach
The study was conducted with a sample of customers in Korean restaurants in the USA.
Findings
Cluster 1 was a group whose members were attracted to Korean culture; Cluster 2 was a group whose members were passionate about Korean food; Cluster 3 was a group seeking healthy and exotic food; and Cluster 4 was a low-interest group. Each cluster had a different socio-demographic profile, favored a different Korean menu, identified different success factors for Korean restaurants, described different expectations and experiences of Korean restaurants and had different preferences regarding Korean food services.
Practical implications
Active promotion of Korean food and Korean culture may be appropriate for Cluster 1, while developing a healthy and exotic menu may attract Cluster 3. Maintaining Cluster 2 is deemed important, while a strategic approach is necessary to appeal to Cluster 4.
Originality/value
This study will contribute theoretically and practically to understanding food globalization, ethnic restaurants and segmentation by preference reasons.
