CLOUD KITCHEN ENTREPRENEURSHIP AS A BUSINESS MODEL INNOVATION GAINING SPEED IN COVID-19 PROCESS: EXAMPLES FROM THE WORLD AND TURKEY

Öz

While the COVID-19 pandemic caused permanent changes in the food and beverage industry, it brought new orientations and innovations to the industry. The food industry, especially restaurants, is one of the sectors most affected by the problems caused by the pandemic. In order to help reinvent the restaurant business model in order to mitigate these negative effects, the cloud kitchen business model, which refers to virtual restaurants working only for delivery service, that is, to provide take-out service, has attracted great attention around the world. Traditional restaurants have started to leave their place to cloud kitchens. The aim of this research is to develop the theory and knowledge on how businesses in the food industry, whose development has accelerated with the COVID-19 pandemic can apply both strategic agility in the context of digital transformation as a new business model and cloud kitchen entrepreneurship as a business model innovation. This study has explained the intense interest in the cloud kitchen business model in our country and all over the world. Thanks to this business model, it has become evident in the study that there is and will continue to be a rapid development in the food and beverage industry.

Anahtar Kelimeler

• Cloud Kitchen
• Business Model Innovation
• COVID-19
• Restaurant

COVID-19 SÜRECİNDE HIZ KAZANAN İŞ MODELİ İNOVASYONU OLARAK BULUT MUTFAK GİRİŞİMCİLİĞİ: DÜNYADAN ve TÜRKİYEDEN ÖRNEKLER

Öz

COVID-19 salgını yiyecek içecek sektöründe kalıcı değişikliklere neden olmakla birlikte sektöre yeni yönelimler ve inovasyonlar getirmiştir. Salgının sebep olduğu sorunlardan en fazla etkilenen sektörlerin başında gıda sektörü özellikle de restoranlar gelmektedir. Bu olumsuz etkileri azaltmak amacıyla restoran iş modelini yeniden keşfetmeye yardımcı olmak için yalnızca dağıtım hizmeti yani paket servis vermek için çalışan sanal restoranları ifade eden bulut mutfak iş modeli dünya genelinde yoğun ilgi görmüştür. Geleneksel restoranlar yerini bulut mutfaklara bırakmaya başlamıştır. Bu araştırmanın amacı, COVID-19 salgını ile gelişimi hız kazanmış olan ve gıda sektöründeki işletmelerin yeni iş yapma modeli olarak hem dijital dönüşüm bağlamında stratejik çevikliği hem de iş modeli yeniliği olarak bulut mutfak girişimciliğini nasıl uygulayabileceklerine dair teoriyi ve bilgiyi geliştirmektir. Bu çalışma ülkemizde ve tüm dünyada bulut mutfak iş modeline olan yoğun ilgiye açıklama getirmiştir. Bu iş modeli sayesinde yiyecek içecek sektöründe hızlı bir gelişme yaşandığı ve yaşanmaya da devam edeceği çalışmada belirginlik kazanmıştır.

Anahtar Kelimeler

• Bulut Mutfak
• İş Modeli İnovasyonu
• COVID-19
• Restoran

Kaynakça

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