Purpose -The purpose of this paper is to analyse variables that influence positive word-of-mouth (PWOM) in restaurants. Design/methodology/approach -An experiential survey was conducted in a restaurant, located in a busy area of London. It was divided into two phases to consumers, as two potential triggers of PWOM were compared. Findings -Satisfaction with food and drink affect PWOM significantly, as does an intangible aspect called "the power of context". In relation to specific triggers of PWOM, surprises given before customers order have a significant impact on PWOM, but not if offered after the main course is served.Research limitations/implications -The research was conducted in one restaurant. A cross-sectional analysis would have been beneficial, since restaurant type or occasion may affect findings. Future research will focus on what the power of context entails in restaurant settings. Practical implications -Restaurateurs should focus their attentions on offering food and drink of consistent quality and also create something unique or distinctive in their outlets to encourage PWOM. Introducing surprises as a tactic to encourage PWOM will entail a challenging task. Originality/value -It appears to be the first research of its type and practical actions to encourage PWOM are derived from the research.

This article has the aim of presenting the basis for a new, clearer classification of restaurant attributes. The research followed an interpretive approach with a systematic review of the literature, compared and contrasted with the findings of six focus group interviews. A new model was devised with seven categories of restaurant attributes. This article presents a model that needs to be tested. Also, follow-up articles with more detail about the attributes under each category will be presented. This article organizes the disparate literature on restaurant attributes and looks into the relationship between attributes, particularly its influence on perceived consumer value.

Purpose -A great deal has been discussed about the importance of using social media in marketing communications programmes because of mistrust in marketer-generated communications and more particularly for generating electronic word of mouth (e-WOM). However, it is not clear what types and styles of communication serve better the purpose using effectively social media for generating positive e-WOM. This study is aimed at exploring the types and styles of communication that work more effectively towards that purpose. Design -The study was conducted in Dublin, Ireland and is qualitative in nature. Methodology -This research involved semi-structured, in-depth interviews with restaurant marketers who currently use social media as part of the integrated marketing communications strategies; it also included a focus group and two sub-sequent personal interviews with restaurant consumers who actively use social media. Approach -A thematic analysis was conducted so as to first investigate the central topics surrounding the stimulation of positive e-WOM and styles and types of communication.Findings -Further analysis of the themes pointed to a number of practical implications which in turn led to the formulation of four (4) practical recommendations for restaurant marketers. Originality -This is the first practical paper that looks into the content, style and type of communication for effective stimulation of e-WOM in the restaurant context.

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