Impact of the COVID-19 Pandemic on the Restaurant: Recommendations Based on an Expert Interview

Abstract

This study examines how the impact of the coronavirus spread on business operations in the restaurant business varies depending on the level of restaurants adaptability to the challenges encountered during the pandemic, using three dimensions (analysis of consumer demand problems, optimization of corporate strategy and use of the company’s innovative potential). Through in-depth interviews with eight key food service industry experts in St. Petersburg, Russia, this study describes and fleshes out the rapidly transforming challenge of identifying major market changes in the restaurant business during the pandemic. The analysis showed that chain restaurants with sufficient resources to deal with employee turnover, technology development, brand building and customer loyalty are more resilient to the challenges resulting from the impact of the coronavirus spread than similar food service companies. While the presence of serious problems associated with consumer demand, the optimization of the offered dishes format and service had a significant impact on the relationship between the impact of the coronavirus spread and the inability to adapt to the new reality of doing business. The results of the research can be useful for entrepreneurs and managers of chain restaurants who develop marketing strategies to establish or adjust management decisions to adapt catering companies during a pandemic.

Keywords

• chain restaurant business
• marketing strategies
• consumer preferences
• innovative potential
• expert interview
• covid-19