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The COVID-19 pandemic impacted the food and beverage sector very severely. The complete breakdown of the supply chain and lack of customers was particularly challenging for start-ups in the industry. Those that survived were the ones who made a timely and smooth transition in business models to become more technology driven. However, the issues faced and the ground realities of the extent of struggle that these start-ups went through are less understood in the scholarly literature, with most accounts being anecdotal. The purpose of this paper is to address these issues.

The present study attempts to bridge this gap by conducting a qualitative study to collect data from 35 owners/employees of food and beverage start-ups and using the grounded theory approach to code it and identify key themes.

Content analysis of the 35 responses revealed three main themes: the impact of the COVID-19 pandemic on operations of food and beverage start-ups, challenges due to the onset of the COVID-19 pandemic and combating the pandemic, divided into seven subthemes: differences in operations pre- and post-COVID, key changes experienced in operations post-COVID, problems arising in operations due to the pandemic, problems in the use of digital marketing due to the pandemic, problems in the use of technological platforms due to the pandemic, using innovative approaches and technological innovations and using disruptive technologies.

The study contributes novel insights by investigating the changes experienced by food and beverage start-ups due to the pandemic, the innovations introduced by them and the perception about the role of disruptive technologies in their postpandemic operations of food and beverage start-ups.

The purpose of the research is to recognize and rank the barriers preventing Industry 4.0 (I4.0) adoption in Bangladesh’s food and beverage industries. It aims to highlight the major difficulties the sector is currently facing and offer a hierarchical framework for evaluating these barriers.

An exhaustive literature review was conducted along with expert interviews with academics and industry professionals to identify and assess the barriers. The interpretive structural modeling and Matrice d'Impacts Croisés Multiplication Appliquée à un Classement (ISM-MICMAC) approach was used to classify the identified barriers based on driving and dependent power and understand the interrelationships among them.

A total of 20 barriers to I4.0 adoption in the food and beverage sector of Bangladesh were identified. The top tier of significant barriers includes “Financial constraints,” “Lack of management support,” “Lack of research and development team,” “Lack of adequate skills in the workforce,” “Lack of digital strategy alongside resource scarcity” and “Employee resistance to change.”.

The created hierarchical framework offers a useful tool for dealing with the noted barriers and assisting with the successful adoption of I4.0 in the food and beverage sector. Businesses can overcome financial constraints by allocating enough resources and obtaining management support. By creating a focused research and development team and giving the workforce the necessary training, the lack of knowledge and skills can be overcome. By developing a thorough digital strategy and making sure that the necessary resources are available, resource scarcity can be overcome. Furthermore, effective change management methods can support the adoption of I4.0 technologies by overcoming employee resistance to change.

By concentrating specifically on the difficulties encountered by the food and beverage industries in Bangladesh as it attempts to adopt I4.0, this study contributes to the body of existing literature. The study’s originality lies in its thorough analysis of barriers and the use of the ISM-MICMAC approach to comprehend how these barriers interact with one another.

The pressing issues of climate change and environmental degradation call for a reevaluation of how we approach economic activities. Both leaders and corporations are now shifting their focus, toward adopting practices and embracing the concept of circular economy (CE). Within this context, the Food and Beverage (F&B) sector, which significantly contributes to greenhouse gas (GHG) emissions, holds the potential for undergoing transformations. This study aims to explore the role that Artificial Intelligence (AI) can play in facilitating the adoption of CE principles, within the F&B sector.

This research employs the Best Worst Method, a technique in multi-criteria decision-making. It focuses on identifying and ranking the challenges in implementing AI-driven CE in the F&B sector, with expert insights enhancing the ranking’s credibility and precision.

The study reveals and prioritizes barriers to AI-supported CE in the F&B sector and offers actionable insights. It also outlines strategies to overcome these barriers, providing a targeted roadmap for businesses seeking sustainable practices.

This research is socially significant as it supports the F&B industry’s shift to sustainable practices. It identifies key barriers and solutions, contributing to global climate change mitigation and sustainable development.

The research addresses a gap in literature at the intersection of AI and CE in the F&B sector. It introduces a system to rank challenges and strategies, offering distinct insights for academia and industry stakeholders.

Upon completion of this case study, students will be able to identify the key changes in the marketing environment affecting the industry, demonstrate the elements of the marketing mix in the fast-food industry, illustrate the crucial elements of customer value-driven marketing strategy, critique relevant marketing strategies that are crucial for business development and formulate effective market expansion strategies for Al-Chef Cafetaria to achieve sustainable competitive advantage in the VUCA world.

The Al-Chef Cafeteria, established by Ali Arif, one of the partners, became one of the most happening quick service restaurants (QSRs) in Patna. However, the outbreak of the COVID-19 pandemic disrupted the once-thriving fast-food market in the city as the government imposed lockdowns to restrict the onslaught of the pandemic. The relentless waves of the pandemic in the subsequent months severely impacted India and worsened the economic challenges. Consumer behaviour towards outdoor eateries, especially QSRs, became uncertain, which led to the exit of several smaller players in the industry. In June 2021, because of an uncertain future, Arif was forced to contemplate different business trajectories for survival and growth. Arif’s resilience was highlighted, as he endeavoured to revive his dream cafe. To start the café, Arif had quit a stable job in the Middle East. His journey mirrored the broader narrative of businesses navigating uncharted waters as the cafe transformed from a flourishing enterprise to one reeling from adversity and looking forward to undergoing a strategist lens for revival. Against an uncertain business landscape and wavering consumer sentiment, Arif grappled with the question of whether a return to normalcy was possible or if a new-normal system would emerge. This case study highlighted the challenges and uncertainties faced by the Al-Chef Cafeteria post-pandemic and the strategies needed to rewire the previous business model to chart a new growth trajectory.

This case is suitable for postgraduate-level marketing management or sales management (business development) courses in any of the following programmes: MBA programme, PG diploma in marketing management/PG diploma in hospitality and tourism management/PG diploma in sales management/PG diploma in food and beverage service/PG diploma in service management, part-time diploma programmes in management and executive programmes in management.

Teaching notes are available for educators only.

CSS 8: Marketing.

This study aimed to investigate the relationship between food sponsorships and gender stereotypes, focusing on how patriarchal beliefs influence consumers’ purchase intentions in sports.

The research comprised two studies. In Study 1, n = 161 participants participated via Amazon’s Mechanical Turk platform. Study 2 involved n = 250 participants who completed a cross-sectional and self-administered survey.

Study 1 indicated an apparent gender-based categorization of certain foods and beverages: beer and red meat were predominantly perceived as masculine, while yogurt, salads, and wine were seen as feminine. Further, brands like Budweiser and Red Bull were mainly seen as masculine, while Chobani and Smoothie King were perceived as feminine. Moreover, findings indicate that foods, especially those rich in protein or linked to BBQ and spicy tastes, are considered more masculine by men than women in sports settings. Further, Study 2 findings unveiled a significant relationship between patriarchal beliefs and both attitudes (ß = 0.327, p < 0.01) and subjective norms (ß = 0.525, p < 0.01) towards masculine brands.

The two studies’ results underscore the profound impact of gender stereotypes shaping sports fans’ perceptions of food items and the brands sponsoring them. This inquiry significantly augments the current understanding of the nuanced interrelation between the paradigms of social role theory and the theory of planned behavior, particularly within the ambit of sports-related sponsorship by food and beverage brands and its consequent influence on consumer purchasing inclinations.

In this chapter, a situation analysis was made on the use of technology in gastronomy, an ever-growing and exciting research area. The use of technology is essential in food production processes as well as in all sectors, and accordingly, the number of research on the subject has increased in recent years. Therefore, in the study, information is also given about trend applications today in addition to the use of technology in gastronomy. It is aimed to present the studies conducted by different disciplines together, to reveal the current situation in the light of the studies carried out on a national and international scale and to support possible future studies.

Focusing on the Agri-Food and Beverage sector, the paper investigates the direct effect of worldwide mandatory non-financial disclosure on several financial dimensions as well as its moderating effects on the relationship between sustainability and financial performance.

The authors performed fixed-effect regressions on a sample of 180 global listed companies, considering a period of eight years. The authors also tested the moderating effects of non-financial disclosure regulation on the relationship between sustainability and financial performance.

The authors found a positive direct impact of mandatory non-financial disclosure on Operating Return on Asset, Return on Equity and Return on Sales. The analysis also highlighted the negative moderating effects of non-financial reporting regulation on the relationship between sustainability issues and financial performance. As for the Cost of Debt, the authors found mixed results.

This study considers a short-term perspective focusing on a limited sample composed of companies playing a key role in the global agri-food system.

The paper identifies which financial performance dimensions are positively or negatively affected by mandatory non-financial disclosure. Accordingly, managers can rearrange corporate activities to deal with further reporting normative requirements concurrently preserving financial performances and fostering corporate sustainability.

This study recommends fostering mandatory non-financial disclosure to increase corporate transparency fostering the sustainability transition of the Agri-Food and Beverage industry.

The paper highlights global mandatory non-financial disclosure effects on financial performance considering a sector that is cross-cutting impactful on plural sustainability issues.

The recent pandemic period (COVID-19), while negatively impacting many companies, has contributed to the growth and adoption of online platforms such as marketplaces and e-commerce. This environment has led many companies, which previously acted only through offline channels, to adopt new technologies and online channels and develop new e-commerce strategies. Small and micro enterprises are most vulnerable due to their limited resources and lack of capabilities. For this reason, the main objective of this paper is to unveil the e-commerce implementation capabilities that micro and small enterprises should build and the challenges they must face when managing an e-commerce strategy.

The authors adopted an inductive qualitative research design approach focused on multiple case studies. The firms operate in the food and beverage industry.

The findings identify several e-commerce implementation capabilities that micro and small enterprises operating in the food and beverage industry should build to manage e-commerce strategies. These are related to outsourcing management, multichannel management, time management, internal stock management and marketplace choice. Moreover, the paper identifies key e-commerce implementation challenges these firms must cope with. These regard distribution management, potential loss of control, fresh product management and lack of resources, time and capabilities.

This research shows that proper capacity management in the implementation of micro and small enterprises e-commerce strategies is critical to achieving efficient results and preventing challenges that threaten such strategies. The research offers guidelines and frameworks for micro and small enterprises to understand how to manage e-commerce and face its challenges.

The Internet of Things (IoT) is a cloud system that saves energy by being involved in the decision-making process of machines. By this means, machines create an environment of direct interaction without the need for explicit instructions. In this chapter, answers have been sought to the questions of what kind of research has been done on IoT-based technological devices, and how IoT-based technologies are effective in sustainable food production. The systematic literature review examined the scientific research on IoT and Food in the range of 2010–2022 in Scopus. The general framework of the research has been carried out in the context of 6Ws (who, when, where, what, why, and how), which is one of the systematic literature reviews. The results obtained have been analyzed and interpreted in the MAXQDA 2020 qualitative data analysis program. In the findings obtained, it has been determined that IoT and food have gained importance worldwide, especially in England, India, and China. Furthermore, it has been determined that most of the studies on IoT are based on case studies, and all the articles examined are collected in three main focus points. Subcodes have been created under the main codes ‘Food Supply Chain, Smart and Sustainable Agriculture ve Waste Management’, and problem points have been tried to be customized.

This study aims to analyze lean wastes for the poultry sector in Turkey and link lean tools to this study, focusing on identifying each lean waste that affects poultry production and proposing solutions for preventing these lean wastes in the sector. The proposed solutions aim to improve processes by suggesting different lean tools and their applications for the poultry sector.

The study consists of two different applications. First, the waste relationship matrix (WRM) was created to reveal the relationship between seven lean wastes and their importance order. Then, after determining lean tools for eliminating lean wastes, the optimum weight ranking and consistency ratio of the most suitable lean tools were calculated for these wastes and ranked with the best-worst method (BWM).

Results showed that overproduction is the most critical waste that impacts other wastes, followed by defect waste. Due to the nature of the sector, these wastes not only result in economic loss for the company but also in food waste and loss and issues related to animal welfare. Furthermore, the Kaizen approach and 5S implementation are the methods to eliminate these wastes. Detailed discussion on the link between lean tools and lean wastes is provided for the poultry sector.

This is the first study that theoretically and empirically identifies the potential lean waste affecting the poultry sector and provides lean tools for eliminating these wastes. Sector-specific explanations and discussions are presented in the study to show the applicability of lean approaches in the poultry sector to eliminate waste. In addition, this study is the first to integrate the WRM and BWM.