Strategic Analysis of the Catering Industry under Covid-19: a Case Study in China

Abstract

In the normal phenomenon, the restaurant industry strategic planning and future development trends are diverse, therefore, it is difficult to choose for. Existing literature does not provide effective guidance for the implementation of strategic plans in the catering industry under coVID-19. Taking RJ Restaurant in Chongqing as an example, this paper uses the method of combining qualitative and quantitative methods to study the difficulties that restaurants are facing now. This study clarifies that at the strategic level, the belief of medium-sized private restaurants to survive coVID-19 needs be based on identifying their deficiencies to establish cost strategy and differentiation strategy, which includes emphasizing the future development trends of intelligent use and "customized" services. There are two contributions to this study. First of all, this study provides a stereotyped municipal infrastructure framework for the study of private restaurants. In addition, this study studied the literature on strategic analysis of the catering industry from the perspective of coVID-19.