The Evolution of Malaysian Burger: The Case Study of Myburgerlab

Kum Lung Choe (), Luen Peng Tan (), Ka Fei Lai (), Yin Kuan Ng () and Hooi Ching Khor ()
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Kum Lung Choe: Universiti Tunku Abdul Rahman, Faculty of Business and Finance
Luen Peng Tan: Universiti Tunku Abdul Rahman, Faculty of Business and Finance
Ka Fei Lai: Universiti Tunku Abdul Rahman, Faculty of Business and Finance
Yin Kuan Ng: Universiti Tunku Abdul Rahman, Faculty of Business and Finance
Hooi Ching Khor: Universiti Tunku Abdul Rahman, Faculty of Business and Finance

A chapter in Proceedings of the 10th International Conference on Business, Accounting, Finance and Economics (BAFE 2022), 2023, pp 267-272 from Springer

Abstract: 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.

Keywords: Food and beverage industry; myBurgerLab; COVID-19; Case study (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-2-494069-99-2_22

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DOI: 10.2991/978-2-494069-99-2_22

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