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

Abstract

Purpose

This 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/approach

A 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.

Findings

The 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/value

The 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.

Citation

Nigro, C., Iannuzzi, E., di Santo, N. and Sisto, R. (2023), "Food delivery, ghost kitchens and virtual restaurants: temporary or long-lasting game changers?", British Food Journal, Vol. 125 No. 6, pp. 2217-2233. https://doi.org/10.1108/BFJ-02-2022-0095