Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Evolving Restaurants' Business Models: Benefits of Cloud Kitchen

Author(s): Abdulrahman Alazzaz, Sultan Almulawwith, Maha Almazroa, Hanouf Alroudan, Mahmood Maqsood, Hoda Mahmoud AboAlsmh, Ibrahim Tawfeeq Alsedrah, Zahra Afridi

This case study will discover the concept of cloud kitchen in terms of business model, advantages, and disadvantages and how they operate their business with three different concepts, and we present Kitopi story as case study of a pioneer in cloud kitchen operation. However, we considered the differences between cloud restaurants and regular restaurants in order to discover -from theoretical view- how can these two different operating ideas combine together and make a unique business model ‘the ubiquitous kitchen’. At the end we present the future of food brands, and how the communications and social media will affect this industry. We concluded our research by adding some recommendations for entrepreneurs who own reputable traditional restaurants and would like to develop and maintain their position in the market.

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