COVID-19 Pandemisinin Türkiye Yiyecek ve İçecek Sektöründe Tüketici Tercihlerine Etkisi: Şeflerin Perspektifi

Öz

Bu araştırma, COVID-19 pandemisinin Türkiye’deki yiyecek ve içecek sektöründe tüketici tercihlerini nasıl dönüştürdüğünü şeflerin perspektifinden incelemektedir. Araştırma kapsamında amaçlı örnekleme yöntemiyle seçilen 40 şef ile yarı yapılandırılmış çevrimiçi görüşmeler gerçekleştirilmiştir. Elde edilen veriler betimsel içerik analizi ile değerlendirilmiştir. Bulgular; tedarik zinciri uygulamalarında yerel kaynaklara yönelimin artması ve ürün temininde yaşanan güçlükler, menülerin sadeleştirilmesi ve sağlık odaklı ürünlere ağırlık verilmesi, tüketici profilinde daha bilinçli ve riskten kaçınan davranışların öne çıkması, restoran mekânlarında kapasite azaltımı ve görünürlük düzenlemeleri ile hijyen ve gıda güvenliği temelli pazarlama stratejilerinin güçlenmesi şeklinde özetlenmektedir. Sonuçlar, pandeminin yalnızca geçici operasyonel değişikliklere değil, aynı zamanda yerel tedarik, şeffaflık, sağlık vurgusu ve paket servis uygulamalarında kalıcı dönüşümlere yol açtığını göstermektedir. Araştırma, gelecekteki olası krizlere karşı daha esnek tedarik yapıları, güven odaklı iletişim stratejileri ve uyarlanabilir menü planlaması geliştirilmesine yönelik çıkarımlar sunmaktadır.

Anahtar Kelimeler

• covid-19
• şefler
• yiyecek içecek endüstrisi
• tüketici davranışı

Etik Beyan

Bu çalışma için etik kurul onayı Bolu Abant İzzet Baysal Üniversitesi Sosyal Bilimlerde İnsan Araştırmaları Etik Kurulu’ndan alınmıştır.

How COVID-19 Reshaped Consumer Preferences in Türkiye’s Food and Beverage Sector: Insights from Chefs

Öz

This study examines how the COVID-19 pandemic has transformed consumer preferences in Türkiye’s food and beverage sector from the perspective of chefs. Semi-structured online interviews were conducted with 40 chefs selected through purposive sampling. The data were analyzed using descriptive content analysis. The findings indicate an increased shift toward local sourcing and challenges in product procurement, menu simplification with a stronger emphasis on health-oriented items, the emergence of more conscious and risk-averse consumer behaviors, spatial adjustments such as reduced capacity and greater kitchen visibility, and strengthened marketing strategies centered on hygiene and food safety. The results suggest that the pandemic has led not only to temporary operational adjustments but also to more lasting transformations in local sourcing practices, transparency, health-focused offerings, and takeout services. The study provides implications for developing flexible supply structures, trust-based communication strategies, and adaptive menu planning in anticipation of future disruptions.

Anahtar Kelimeler

• covid-19
• chefs
• food and beverage industry
• consumer behavior

Etik Beyan

Ethical approval for this study was obtained from the Social Sciences Human Research Ethics Committee of Bolu Abant İzzet Baysal University.

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