Business Review and Case Studies
Vol. 4 No. 3 (2023): BRCS, Vol 4 No 3, December 2023

Transforming Consumer Behavior Through Cloud Kitchen and Digitalization Boosting MSMES Sustainability in The F&B

Bernadeth Bekania Telaumbanua (Pakuan University)
Farhan Wiriasubranta (Pakuan University)
Karina Tri Cahya Wulandari (Pakuan University)
Nuraini Farah Husniah (Department of Agroindustrial Technology, Faculty of Agricultural Technology, IPB University)
Imannia Khairana (School of Business, IPB University)
Ani Nuraisyah (Business School IPB University)



Article Info

Publish Date
28 Dec 2023

Abstract

Cloud kitchen is a system that allow business owner to serve customers without facilitate a dining-in establishments. The idea of cloud kitchen has proof its usefulness due to COVID-19 pandemic, where many food and beverage (F&B) sector owners especially the medium, small, and micro enterprises (MSMES) suffer because they could not provide their service due to government-imposed measures to limit the movement of people and activities in an effort to control the spread of COVID-19. This research aims to explore the concept of cloud kitchen further, as well as examining the relation between the rapid development of technology has allow many F&B sector owner to survive during and post pandemic. This research employed a systematic literature review with a qualitative approach. A total of 329 studies were identified and 12 are selected and included in the review. These 12 journals were selected based on their relevance to the research topic, the quality and impact factor of the journal, the reputation of the authors who publish in the journal, and the rigor of the peer review process. The results indicate that cloud kitchen is a promising business model for F&B sector, it has maintain the sustainibility during pandemic and still keep it relevancy after pandemic. Several start-ups such as Gojek and Grab provide a food delivery service that allow partnership with MSME business owner, contributing in their effectiveness and efficiencies. Keywords: consumer behavior, MSMES, food and beverages, cloud kitchen

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Journal Info

Abbrev

brcs

Publisher

Subject

Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Business Review and Case Studies (BRCS) receive a variety of Business case studies and Business ideas generated from research that can be used for the education of professionals in the Business field. BRCS publishes papers that contribute to understanding the world of Business and its Developments. ...