The Impact of Digitalisation and the Platform Economy on Food and Beverage Businesses: The Case of Bayburt Food and Beverage Businesses

Abstract

The emergence of online food ordering applications and the rapid adaptation of food and
beverage businesses to these applications have increased people's habit of ordering food to their homes. The intensive use of these applications by people has affected businesses' workflows, economic situations, and employment policies. This study aims to investigate the impact of online food ordering applications on the food and beverage industry. To this end, thirteen food and beverage businesses located in Bayburt province were interviewed, and research data were obtained using a semi-structured interview form. The data obtained was transferred to the MAXQDA programme and subjected to content analysis. The content analysis revealed four categories and fifteen themes under these categories. The study's categories included marketdriven motivations, operational flow, demand management, and price level. The study concluded that customer demand for these applications is high, that these applications affect the workflow of businesses, and that they create profit and loss situations from an economic perspective.