Food delivery, ghost kitchens and virtual restaurants: temporary or long-lasting game changers?

Abstract

PurposeThis paper aims to investigate the phenomenon of online food purchasing in Italy and, specifically, Italian consumers' future intentions to use these services even after the end of the COVID-19 emergency. To this purpose, to understand if these phenomena are robust enough to represent irreversible and well-established trends, in the present study, consumers’ Behavioural Intention was investigated.Design/methodology/approachA theoretical framework based on a preliminary literature analysis on the use of delivery services was developed. Then, an online survey was carried out in Italy during 2021. The data were then elaborated through an exploratory factor analysis (EFA), followed by confirmatory factor analysis (CFA). Following the verification of constructs reliability, a structural equation modelling (SEM) using the statistical tools, SPSS and R (Lavaan) was performed.FindingsThe results suggest that Behavioural Intention is influenced by items such as convenience, variety of food and time savings. Moreover, the relevant role of social networks and interpersonal relationships in influencing consumers' purchasing intentions has highlighted the importance of focussing on advertising campaigns and good “word of mouth.”Originality/valueThe present research represents the first attempt to investigate the food delivery and ghost kitchens’ phenomena, recently accepted thanks to the delivery applications use in Italy, a Country with strong gastronomic tradition and with an important digital gap. In this scenario, the research focused on the attention on the consumers' future intentions to use these services even after the end of the COVID-19 emergency.

Improving online food ordering and delivery service quality by managing customer expectations: evidence from Italy

“…In addition, behavioural intention towards OFODSs and perceived trust considerably influenced the use of these apps. According to Nigro et al . (2022), convenience, variety of food and time savings influence behavioural intentions.…”

“…In addition, behavioural intention towards OFODSs and perceived trust considerably influenced the use of these apps. According to Nigro et al (2022), convenience, variety of food and time savings influence behavioural intentions. Al revealed that hygiene, subjective norms, attitudes and behavioural control were related to behavioural and continuance intentions to use mobile food delivery apps.…”

Exploring dark kitchens in Brazilian urban centres: A study of delivery-only restaurants with food delivery apps

“…In recent years, the food delivery market, which includes services that deliver food ordered through very different channels for direct consumption, has gained popularity worldwide. This phenomenon refers to the restaurant-to-consumer delivery segment, which includes food delivery made directly by restaurants for orders placed through platforms (platform-to-consumer delivery), as well as through restaurants' websites, apps and social media, or by phone/email (Nigro et al, 2022).…”

Understanding the use of travel and restaurant platforms through the UTAUT2 model

“…For the last two decades, the field of technologies Information and Communication (TIC) advanced for opening a break-grounding change in business and management (Kraus et al, 2022;Lau and H€ oyng, 2023), also in channels of distribution in tourism and leisure industry (Buhalis and Law, 2008;Law et al, 2014;Martin-Fuentes and Mellinas, 2018). Other areas experiencing changes in TIC, such as restaurant reservation, evolved similarly to bring a revolution to the tourism and food sectors (Ye et al, 2011;Law et al, 2014;Thompson, 2015;Quaglione et al, 2020;Nazmi et al, 2022;Nigro et al, 2023), via product acquisition for introducing channels of distribution in the digital space (Xiang et al, 2015;Angeloni and Rossi, 2021), and via using multiple devices (Palau-Saumell et al, 2019;Kamboj and Joshi, 2021;Zanetta et al, 2021;Sharma et al, 2023). TIC areas being in the midst of changes, is happening for users planning their travelling, where users go ahead and make public a visualisation of the This paper has been developed under an art.…”

“…, 2011; Law et al ., 2014; Thompson, 2015; Quaglione et al. , 2020; Nazmi et al ., 2022; Nigro et al. , 2023), via product acquisition for introducing channels of distribution in the digital space (Xiang et al ., 2015; Angeloni and Rossi, 2021), and via using multiple devices (Palau-Saumell et al.…”