1.1 Initial Thoughts

The development of ICT and increased Internet usage have heavily impacted the communication between customers and vendors (Niininen et al., 2007). One area of the hospitality industry particularly affected by this phenomenon is the restaurant sub-sector. Several findings support these claims:
• foremost, the increased reliance on the Internet as a source of information. On average, between January to June 2012, 8.8 new Internet users are added every second worldwide (Internet World Stats, 2012)

•   the use of new technologies such as mobile-optimised applications, cloud computing and wireless tablets is becoming more prominent in food and restaurant industries (Vardy, 2012)

•   the increased provision of WiFi in cafes and restaurants, thus allowing a "new wave of reviewers" (Harbison, 2011) employing the new technologies to openly share their opinions virtually anywhere, at any time and as often as they wish about any establishment.