Restoran İşletmecilerinin Hayalet Mutfak Girişimine Yönelik Bakış Açılarının Belirlenmesi: Gaziantep İlinde Nitel Bir Uygulama

Year 2023, Volume: 22 Issue: 1, 350 - 371, 27.01.2023

Furkan Baltacı , Ali Yıldız

https://doi.org/10.21547/jss.1190251

Abstract

Bu çalışma yeni bir fenomen olarak yükselişini sürdüren hayalet mutfak girişimini restoran işletmesi sahipleri ve yöneticilerinin bakış açısıyla değerlendirmeyi amaçlamaktadır. Bu kapsamda 2015 yılında UNESCO tarafından yaratıcı şehirler ağına dâhil edilen Gaziantep ili araştırmanın evreni olarak belirlenmiştir. Destinasyonda faaliyet gösteren turizm işletme belgeli 23 restoran işletmesinden çalışmaya katılmayı kabul eden 18’i araştırmanın örneklemini oluşturmuştur. İşletme sahibi ve yöneticileri ile 6 açık uçlu soru üzerinden derinlemesine mülakatlar yapılmıştır.
Çalışmada elde edilen sonuçlar, hayalet mutfağın fiziki alandan bağımsız olmasının otantiklik ve üretici-tüketici iletişimi açısından önemli zayıflıklar içerdiğini göstermiştir. Bir diğer zayıflık ise tüm sürece ilişkin kalite algısının zamanında ve eksiksiz teslimat üzerinde şekillenmesidir. Tüketiciye ulaşım, reklam, kurumsallaşma motivasyonu ve fiziki yatırım maliyeti avantajı ise sistemin güçlü yanları olarak değerlendirilmiştir.

Keywords

Hayalet Mutfak, Girişimcilik, Tüketici Davranışları, UNESCO, Turistik Restoranlar

Supporting Institution

Yok

Project Number

Yok

Thanks

Yok

Determining the Perspectives of Touristic Restaurant Operators towards the Ghost Kitchen Initiative: A qualitative Research in Gaziantep

Abstract

This study aims to evaluate the ghost kitchen initiative, which continues to rise as a new phenomenon, from the perspective of restaurant business owners and managers. In this context, Gaziantep province, which was included in the creative cities network by UNESCO in 2015, was determined as the universe of the research. Of the 23 restaurant businesses operating in the destination with tourism operation certificate, 18 accepted to participate in the study and formed the sample of the research. In-depth interviews were conducted with the owners and managers of the business on 6 open-ended questions. The results obtained in the study showed that the fact that the ghost kitchen is independent from the physical space contains important weaknesses in terms of authenticity and producer-consumer communication. Another weakness is that the perception of quality regarding the whole process is shaped on timely and complete delivery. Access to the consumer, advertising, motivation for institutionalization and the advantage of physical investment are considered as the strengths of the system.

Keywords

Ghost Kitchen, Entrepreneurship, Consumer Behaviours, UNESCO, Touristic Restaurants

Project Number

Yok

References

• Allmark, P., Boote, J., Chambers, E., Clarke, A., McDonnell, A., Thompson, A.& Tod, A. M. (2009). Ethical issues in the use of in-depth interviews: literature review and discussion. Research Ethics, 5(2), 48-54.
• Arrojado, C. (2021). Why'Host Kitchens' are the next big COVID trend. Erişim tarihi 02/03/2022, https://vtechworks.lib.vt.edu/bitstream/handle/10919/102983/Why%20%27Host%20Kitchens%27%20are%20the%20Next%20Big%20COVID%20Trend%20_%20QSR%20magazine.pdf?sequence=1&isAllowed=y
• Baltacı, F. (2021). The relationship between the environmental attitude, behavioral role and support of the local resident in sustainable development of tourism: the example of Alanya. Journal of Economy Culture and Society, (63), 213-236. https://doi.org/10.26650/JECS2020-0067
• Businessinsider, (2022). Chipotle is opening its first 'dark' restaurant, which will only make food for collection and delivery. Erişim tarihi: 02/03/2022, https://www.businessinsider.com/chipotle-dark-kitchen-digital-restaurant-collection-delivery-only-new-york-2020-11
• Businessinsider1, (2022). Grocery giant Kroger is opening 'dark' kitchens inside some of its stores to meet surging demand for food delivery. Erişim tarihi: 02/03/2022. https://www.businessinsider.com/kroger-grocery-supermarket-food-delivery-clustertruck-ghost-dark-kitchens-indianapolis-2020-10
• Cai, R., Leung, X. Y.& Chi, C. G. Q. (2022). Ghost kitchens on the rise: Effects of knowledge and perceived benefit-risk on customers’ behavioral intentions. International Journal of Hospitality Management, 101, 103110. https://doi.org/10.1016/j.ijhm.2021.103110
• Cevher, E. (2015). Yükseköğretimde hizmet kalitesi ve kalite algısının belirlenmesine yönelik bir araştırma. Journal of International Social Research, 8(39), 804-814.
• Chhabra, N.& Rana, A. (2021). Rise and the future of cloud kitchens in India: a consumer study. International Journal of Research in Engineering, Science and Management, 4(7), 158-165.
• Choudhary, N. (2019). Strategic analysis of cloud kitchen – a case study. Management Today, 9(3), 184-190. https://ssrn.com/abstract=3856618
• Christopher, I. (2020). What is a ghost kitchen? Here’s everything you need to know. Erişim Tarihi: 15/03/2022. https://www.galleysolutions.com/post/what-is-a-ghost-kitchen-master-guide-2020
• Çelik, Ş.& Çak, E. (2021). Covid-19 pandemi sürecinin aile üzerine etkisi/The effect of the covid-19 pandemia process on the family. Gevher Nesibe Journal Of Medical & Health Sciences, 6(11). https://doi.org/10.46648/gnj.185
• Deloitte. (2019). Delivering growth: the impact of third-partyplatform ordering in restaurants. Erişim tarihi: 18/03/2022. https://www2.deloitte.com/uk/en/pages/financial-advisory/articles/delivering-growth.html
• Demirdelen Alrawadıeh, D. & Cifci, I. (2021). Covid-19 salgını sonrası yiyecek ve içecek sektörü: mutfak şeflerinin perspektiflerine yönelik bir araştırma. Güncel Turizm Araştırmaları Dergisi, 5(2), 439-454. https://doi.org/10.32572/guntad.944613
• Eticaret (2022). İstatistikler. Erişim tarihi: 03/03/2022, https://www.eticaret.gov.tr/istatistikler
• Festivalia, F.& Swantari, A. (2022). Ghost kitchen strategy to reduce restaurant loss in Covid-19 pandemic condition. Current Issues in Tourism, Gastronomy, and Tourist Destination Research (pp. 441-448). Routledge. https://doi.org/10.1201/9781003248002-59
• Finger, J. A., Lima, E. M., Coelho, K. S., Behrens, J. H., Landgraf, M., Franco, B. D.& Pinto, U. M. (2021). Adherence to food hygiene and personal protection recommendations for prevention of Covid-19. Trends in Food Science &Technology, 112, 847-852. https://doi.org/10.1016/j.tifs.2021.03.016
• Fridayani, H. D., Iqbal, M.& Atmojo, M. E. (2021). Cloud kitchen: strategy for Indonesian culinary business (smes) growth during and post pandemic era. Management Research and Behavior Journal, 1(2), 41-46. https://doi.org/10.29103/mrbj.v1i2.5128
• Gaziantep.ktb.gov.tr[a]). Turizm işletme belgeli tesislerde konaklayan turist sayısı. Erişim tarihi: 04/09/2022, https://gaziantep.ktb.gov.tr/TR-127941/turizm-isletme-belgeli-tesislerde-konaklayan-turist-say-.html
• Gaziantep.ktb.gov.tr[b]). Konaklama tesisleri, lokantalar ve gastronomi tesisleri ve turizm işletmesi belgeli seyahat acentaları. Erişim tarihi: 04/09/2022, https://gaziantep.ktb.gov.tr/TR-127978/konaklama-tesislerilokantalar-ve-gastronomi-tesisleri-v-.html
• Hayes, L. (2020). A city that supposedly hates Philadelphia now has three cheesesteak ghost restaurants. Erişim tarihi: 24/02/2022, https://vtechworks.lib.vt.edu/bitstream/handle/10919/100751/D.C.%20Now%20Has%20Three%20Philly%20Cheesesteak%20Ghost%20Restaurants.pdf?sequence=1&isAllowed=y
• Herald, P., Hernandez, J., Popoola, H., Rondorf, A., Yost, E.& Zingsheim, K. (2021). Boo! does that delivery from a ghost kitchen scare you?. Erişim tarihi: 22/03/2022. https://www.foodprotection.org/upl/downloads/meeting/archive/61255d22160793398b7d1.pdf
• Hess, D. (2020). Ghost kitchens help to maximize hotel F&B space. Erişim tarihi:24/02/2022 https://vtechworks.lib.vt.edu/bitstream/handle/10919/101491/Ghost%20kitchens%20help%20to%20maximize%20hotel%20F%26B%20space.pdf?sequence=1&isAllowed=y
• Houser, J. (2015). Nursing research: reading, using, and creating evidence. (3rd ed.). Burlington: Jones ve Bartlett Learning
• Hughes, G. (2013). Tourism and the semiological realization of space. Ed, Ringer, G., In Destinations (pp. 31-46). Routledge. https://doi.org/10.4324/9780203441381-8
• Hussain, A. (2021). Customer analysis to find out marketing possibilities for the cloud kitchen in the Tampere. Master Thesis. Erişim tarihi: 04/03/2022 http://www.theseus.fi/handle/10024/507780
• Jiang, S., Moyle, B., Yung, R., Tao, L.& Scott, N. (2022). Augmented reality and the enhancement of memorable tourism experiences at heritage sites. Current Issues in Tourism, 1-16. https://doi.org/10.1080/13683500.2022.2026303
• John, K. T. (2021). Digital disruption: the hyperlocal delivery and cloud kitchen driven future of food services in post-COVID India. International Hospitality Review. (ahead-of-print). https://doi.org/10.1108/IHR-06-2021-0045
• Karamustafa, K., Ülker, M. ve Akçay, S. (2021). Covid-19 salgınına bağlı olarak yiyecek ve içecek hizmet süreçlerindeki değişimler üzerine nitel bir araştırma. Tüketici ve Tüketim Araştırmaları Dergisi, 13(1), 33-69.
• Kim, M. J., Hall, C. M.& Bonn, M. (2021). Can the value-attitude-behavior model and personality predict international tourists’ biosecurity practice during the pandemic?. Journal of Hospitality and Tourism Management, 48, 99-109. https://doi.org/10.1016/j.jhtm.2021.05.014
• Kulshreshtha, K., & Sharma, G. (2022). From restaurant to cloud kitchen: Survival of the fittest during COVID-19 An empirical examination. Technological Forecasting and Social Change, 179, 121629. https://doi.org/10.1016/j.techfore.2022.121629
• Lavanya, B. L. & Alwis, A. C. (2021). Narrowly exploring the need and approval of cloud kitchen;bbusiness law, and management (BLM2): International Conference on Advanced Marketing (ICAM4) An International Joint e-Conference-2021 Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka.Pag.329
• Le, T. H., Arcodia, C., Novais, M. A.& Kralj, A. (2022). How consumers perceive authenticity in restaurants: A study of online reviews. International Journal of Hospitality Management, 100, 103102. https://doi.org/10.1016/j.ijhm.2021.103102
• Moyeenudin, H. M., Bindu, G.& Anandan, R. (2021). Hyper-personalization of mobile applications for cloud kitchen operations. In intelligent computing and innovation on data science. Springer, (pp. 247-255). Singapore. https://doi.org/10.1007/978-981-16-3153-5_28
• Onat, O. K. & Ertürk, A. (2022). Ülkelerarası doğrudan yabancı yatırım girişleri arasındaki nedensellik analizi: kırılgan beşli örneği. Beykoz Akademi Dergisi, 10(1), 211-227. https://doi.org/10.14514/BYK.m.26515393.2022.10/1.211-227
• Othman, M. S., Nor, N. M.& Rosdi, W. N. W. (2021). Impact of ghost kitchen towards consumer behavioral intention during movement control order. Journal of Islamic, 6(36), 30-37.
• Paket Mutfak. (2020). Paket mutfak nedir? Erişim tarihi:27/02/2022 https://www.paketmutfak.com.tr/
• Paket Mutfak. (2021). Paket mutfak yatırım haberi. Erişim tarihi: 27/02/2022 https://www.paketmutfak.com.tr/pm-blog/paket-mutfak-yatirim-haberi
• Panigrahi, A. (2020). A case study on zomato – the online foodking of India (March 31, 2020). Journal of Management Research and Analysis, 7(1), 25-33.
• Parasuraman, A., Berry, L.& Zeithaml, V. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of retailing, 67(4), 420-450
• Patel, A. (2021). A business plan for dog haus. UC Riverside: University Honors. Retrieved from https://escholarship.org/uc/item/1363070s
• PitchBook. (2022). Emerging space: ghost kitchens. Erişim tarihi: 24.02.2022 https://pitchbook.com/blog/emerging-space-ghost-kitchens
• Pramezwary, A., Juliana, J., Melinda, K., Nugraha, K. D.& Haslin, T. G. (2021). Pengaruh teknologi dan lingkungan terhadap penggunaan media sosial cloud kitchen di ındonesia pada masa pandemi Covid-19. Jnsta Adpertisi Journal, 1(1), 25-37.
• Ramos, K. W. D. (2020). Loucoxinhas: elaboração de um plano de negócio de uma ghost kitchen com um food truck de salgados. Bitirme Tez Çalışması. Erişim tarihi: 27/02/2022, http://ric.cps.sp.gov.br/bitstream/123456789/4948/1/1S2020_Kevyn%20Weissinger%20de%20Ramos_OD0854.pdf
• Serrats, E. P. D. (2021). Plan de negocıo de la start-up pop kititchen. úneteal delivery a través de las ghost kitchen. Bitirme Tez Çalışması. Erişim tarihi: 27/02/2022. https://repositorio.comillas.edu/xmlui/bitstream/handle/11531/46781/TFG%20-%20de%20Elejabeitia%2C%20Serrats%2C%20Pedro.pdf?sequence=2&isAllowed=y
• Shapiro, A. (2022). Platform urbanism in a pandemic: dark stores, ghost kitchens, and the logistical-urban frontier. Journal of Consumer Culture, 0(0). https://doi.org/10.1177/14695405211069983
• Sharma, A. J.& Dey, D. (2021). One stop kitchen: managing a multi-brand cloud kitchen. Emerald Emerging Markets Case Studies. 11(4). https://doi.org/10.1108/EEMCS-03-2021-0070
• Sherkar, A., Fernandes, M.& Zagade, S. (2021). Rise of cloud kitchens amidst the covid 19 pandemic. Kalyan Bharati Journal. 36(VII), 237-243.
• Streubert, H. J.& Carpenter, D. R. (2011). Qualitative research in nursing. (5th ed.). Philadelphia: Lippincott Williams ve Wilkins.
• Sisodia, S.& Nair, M. S. (2021). Impact of covid-19 on consumer behaviour with reference to cloud kitchens in Indore city. in J. Padiya, C.Gandhi & T. Pathak (eds) Management in the New Normal, (44-48), GLS University Press.
• Susilowati, E., Yuwono, A. A. & Leonnard, L. (2021). Cloud kitchen development analysis in food and beverage industry: a case study in Jakarta. In RSF Conference Series: Business, Management and Social Sciences, 1(6), 29-39. https://doi.org/10.31098/bmss.v1i6.465
• Süzer, Ö., Uçuk. C., Doğdubay, M. &Dinç, Y. (2021). Endüstri 4.0’ın yiyecek içecek endüstrisine bir yansıması olarak bulut mutfaklar (kavramsal bir analiz). Journal of Tourism and Gastronomy Studies, 9(2), 975 - 989. https://doi.org/10.21325/jotags.2021.825
• Tarınç, A. & Ülken, H. (2021). Covid-19 sonrası gelişen mutfak akımı: bulut mutfak. Journal of Gastronomy, Hospitality and Travel, 4(2), 321-328. https://doi.org/10.33083/joghat.2021.77
• Upadhye, N. & Sathe, S. (2020). Cloud kitchen-case study of swiggy cloud kitchen in Pune. UGC Care Journal, 6(4), 107-114.
• Can, Ü. &Çolakoğlu, Ü. (2021). Mutfak şeflerinin perspektifinden pandemi süreci ve etkileri. Turizm Ekonomi ve İşletme Araştırmaları Dergisi, 3(1), 45-57.
• Volpe, M. (2020). Ultimate guide to ghost kitchens in 2020 for a post covid-19. Erişim tarihi: 27/02/2022, https://9fold.me/ultimate-guide-to-ghost-kitchens-in-2020-for-a-post-covid-19-world/
• Yeşilyurt, B. &Kurnaz, A. (2021). Koronavirüs (Covid-19) Pandemi sürecinde restoran sektöründe yeni bir uygulama: bulut mutfaklar. Turar Turizm ve Araştırma Dergisi, 10(2), 47-62.
• UNESCO. (2015). Creative cities network, Erişim tarihi: 04/03/2022, https://en.unesco.org/creative-cities/gaziantep
• Zhong, M., Qu, X., Chen, Y., Liao, S.& Xiao, Q. (2021). Impact of factors of online deceptive reviews on customer purchase decision based on machine learning. Journal of Healthcare Engineering, https://doi.org/10.1155/2021/7475022