Author(s)

Muhan Yan

Corresponding Author

Muhan Yan

ABSTRACT

In the usual course of events, the restaurant industry's strategic planning and future development trends are various, making it tough to pick. Existing literature does not give appropriate guidelines for implementing COVID-19 strategy plans in the catering business. Using Haidilao restaurant as an example, this study utilized a way of integrating qualitative and quantitative methodologies to investigate the challenges that restaurants are now experiencing. This study clarifies that, at the strategic level, private restaurants' belief in their ability to survive COVID-19 must be based on identifying their deficiencies to establish a cost strategy and differentiation strategy, which includes emphasizing the future development trends of intelligent use and "customized" services. This research has two contributions. First and foremost, this research presents a typical municipal infrastructure framework for the investigation of private eateries. Furthermore, this study examined the literature on strategic analysis of the catering industry from the perspective of COVID-19, discussing the impact of the spread of the new pneumonia epidemic on China and the global restaurant industry, combining the specific epidemic prevention situation to analyze the catering industry's development situation.

KEYWORDS

COVID-19, Catering industry, Analysis of marketing strategy