The Evolution of Malaysian Burger: The Case Study of Myburgerlab
- DOI
- 10.2991/978-2-494069-99-2_22How to use a DOI?
- Keywords
- Food and beverage industry; myBurgerLab; COVID-19; Case study
- Abstract
The novel coronavirus (COVID-19) has devastated Malaysian food and beverage industry immensely. This case study investigates the business challenges faced by a domestic fast-food restaurant amid COVID-19 pandemic. Moreover, this case study also dwells into the functional levels (i.e., marketing, operation, and human resource) of the business. Qualitative approach was adopted in this case study by conducting in-depth interviews with the restaurant’s founder. Furthermore, we also obtained relevant information about the restaurant from the company’s website, internet, and newspaper reports. Additionally, we find that COVID-19 pandemic has significant and profound impacts on the functional levels of the restaurant. Business and managerial implications are also being discussed in this case study to benefit businesses in the same industry.
- Copyright
- © 2023 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Kum Lung Choe AU - Luen Peng Tan AU - Ka Fei Lai AU - Yin Kuan Ng AU - Hooi Ching Khor PY - 2023 DA - 2023/02/04 TI - The Evolution of Malaysian Burger: The Case Study of Myburgerlab BT - Proceedings of the 10th International Conference on Business, Accounting, Finance and Economics (BAFE 2022) PB - Atlantis Press SP - 267 EP - 272 SN - 2352-5428 UR - https://doi.org/10.2991/978-2-494069-99-2_22 DO - 10.2991/978-2-494069-99-2_22 ID - Choe2023 ER -