The evolution of consumers' demand for hotels under the public health crisis: opinion mining from online reviews

This research aims to grasp the evolution of consumer demand and improve the resilience of the hotel industry under the public health crisis (COVID-19). Online reviews of 7,679 hotels in 10 cities were collected from Ctrip, China's major online hotel platform. Then, we applied opinion mining and time evolution to mine the change in consumer demand before, during, and after the COVID-19 pandemic. Findings show that some consumer demands (e.g. epidemic safety) will change during the outbreak period. However, during the nonoutbreak period, users were more concerned about their own check-in experience (e.g. hotel facilities, front desk services). This article provides new ideas for identifying the dynamic value of online reviews. We suggest that businesses focus on ensuring hotel safety during the crisis period. The results contribute essential theoretical and practical significance to the hotel industry's crisis management during public health crises.

Perspectives towards hotel stay amidst the COVID-19 pandemic recovery stage: a research from Calamba city, Philippines

After the global tourism industry has experienced the impact of the pandemic, it is critical that people gain confidence in traveling and have the impression that staying in hotels is now safe, because only in this way tourism businesses such as hotels can be fully successful in recovering. For this reason, the researchers guided by a descriptive research design and quantitative research approach, aimed to determine what people think about staying in a hotel, particularly in terms of safety and security, price, location, and service quality, in the time of COVID-19 pandemic recovery stage, focused on the local community of Calamba City, Laguna, Philippines, being one of richest cities in the country and the place where the researchers reside. Moreover, a comparative analysis of the perspective of the respondents has been performed in terms of their age, sex, and educational attainment, identifying which age, sex and educational attainment groups have more positive or negative attitude, and a higher or lower level of hotel stay intention compared with other groups. Being the first study that has assessed the tourism market particularly in terms of their perspective on hotel stay as the hospitality industry attempts to recover from the impact of the pandemic, this is expected to provide a clear picture of the need for management of hotels to continuously work on marketing efforts highlighting the information that it is now safe to practice tourism and stay in their establishments, hence, serving as a guide in coming up with promotional strategies and an action plan, as well as a motivation for researchers who wish to determine the same in their locality or country.

Microbusinesses' challenges and perceptions in using social media during the COVID-19 crisis

COVID-19 struck the world by storm and has taken its victims along the way. It had also put the whole world on a temporary pause as people tried to manage the virus as best as possible. It has affected people all around the globe and had a huge impact on the global economy. This research will look into how microbusinesses have used social media in order to better face the challenges and changes that came due to the COVID-19 crisis while it will discuss how businesses' perceptions were altered along the way. In particular we are reviewing relevant academic literature surrounding microbusinesses and how they have been affected by COVID-19. The research methods used within this study, and the research results will be stated with reference to primary respondents. We have used a combination of secondary and primary research to develop further understanding of microbusinesses and the impact that COVID-19 has had on organizations in relation to the use of the internet and social media platforms. Limitations of the study will also be identified, and future research areas will be identified.

Direct selling: tackling the challenge of women's inclusion within the base of the pyramid (BOP) labour market during COVID era

The exclusion of women from the labour market continues to be one of the leading causes of poverty within the base of pyramid (BOP) labour market. Using Kabeer's women empowerment framework, this research aggregates some support that direct selling may be a pathway to increase the inclusion of women within the BOP labour market and alleviate poverty;the complexities presented by the COVID-19 pandemic provide a unique context to test this proposition. Drawing on the social constructivist approach, we conducted semi-structured interviews with women engaged in direct selling in the BOP market in a Middle Eastern country. The study revealed four key themes throughout the participants' narratives of their experience working in direct selling businesses within the context of COVID-19. These themes are agency, resources, achievement, and precarious work. Our study also explored how the pandemic facilitated the female labour force's inclusion within the direct selling business in the BOP labour market. We concluded that engaging in direct selling has promoted the inclusion of women in labour markets;however, direct selling is still not considered a secure employment option, and direct sellers are exposed to poor pay, employment insecurity, and lack of employment benefits.

Impact of coronavirus pandemic on small businesses: A qualitative exploratory case study

The purpose of this qualitative exploratory case study was to explore how the COVID-19 pandemic impacted small business entrepreneurs in the USA. The coronavirus pandemic started in China, spread across the world, and caused unprecedented health crises and financial and economic disruptions (Brijesh et al., 2020). The COVID-19 pandemic impacted many small businesses leading to severe liquidity problems and substantial financial losses (Williams & Kayaoglu, 2020). The U.S. government developed micro and macroeconomic recovery plans and strategies that focused on the economic revival interventions, boosting national cash flow, increase in spending, and consumption (Thorbecke et al., 2020). The participants in this study were purposefully sampled from the population of 1,000 small businesses in the USA, provided by Data Axle USA. Two data sources were an open-ended questionnaire/survey instrument and an archival documents review. The archival documents were downloaded from the NSBA website. Data analysis was done using Braun and Clarke's thematic analysis process (Ayre & McCaffery, 2022). From the thematic analysis, six themes emerged (a) Supply, Demand, and Trade Deficit Affected Revenue Stream;(b) Trade and Revenue Deficits Led to Business Rightsizing and Closures;(c) Government Help and Small Business Loans;(d) Transition to Internet, Virtual, and Online Business to Survive;(e) Retrenchment and Redundancy Reduction;and (f) Need for Awareness and Preparedness. (PsycInfo Database Record (c) 2023 APA, all rights reserved)

COVID-19 Experiences and Coping Strategies: The Case of Differently Sized Businesses in South Africa

Businesses have experienced the impacts of COVID-19 differently due to their inherent characteristics and resilience capabilities. Understanding the varied experiences of businesses is an important ingredient for a well-informed policy and for future preparedness. The purpose of this study is to conduct a qualitative analysis of the impacts of the COVID-19 pandemic on different businesses (small, medium, and large) and their coping strategies. The findings reveal different experiences among the businesses;the majority of small businesses were unable to change their business operation model due to logistics and infrastructure constraints, forcing most to temporarily close or pause operations, unlike the larger businesses that had a relatively inbuilt resilience structure. It is also interesting to report that government relief schemes were mainly utilized by larger businesses, arguably due to their formal nature and organized labour, whereas most smaller businesses were out of operation or relying on family support networks for survival. This study further identifies different approaches such as adjusting cost structures, temporary closures, transitioning to an online business (ICT) model, reskilling staff, and retrenchment as some coping strategies. Lessons learned and recommendations are provided at the end of this study.

Technology acceptance in the post-COVID multigenerational retail workforce: The relationship between employee development programs and job satisfaction

In the post-pandemic business environment, small and medium-sized enterprises have experienced historic voluntary employee turnover. One potential contributor to this phenomenon is job satisfaction. Small and medium-sized enterprises serve as the main driver of the global economy, representing 90% of all firms and 70% of the jobs worldwide. This study investigated the relationship between employee development and job satisfaction in the post-pandemic business environment and identified if technology acceptance in the multigenerational workforce moderates the relationship. The study was conducted using a quantitative non-experimental design. Retail workers of SMEs in the state of Florida were surveyed using instruments to measure employee development, technology acceptance, and job satisfaction. The study found that (a) employee development remains a driver of job satisfaction in the post-COVID-19 business environment, and (b) technology acceptance in the multigenerational workforce does not moderate the relationship between the variables. The study's overall findings offer practitioners of SMEs fresh insights into the impact of the rapid deployment of advanced technology on the post-COVID-19 business environment and its implications on job satisfaction in the multigenerational workforce. (PsycInfo Database Record (c) 2023 APA, all rights reserved)

Response of e-traders to COVID-19 challenges: empirical evidence from north Macedonia

The COVID-19 pandemic caused several short- and mid-term disruptions, to which businesses must adapt. The main goal of this research is to investigate the impact of e-traders response to Covid-19 challenges on online growth. Using existing survey data results linear multiply regression was performed and statistically significant results confirmed that online growth during the Covid-19 emergency was higher in the companies that undertake marketing and delivery adaptation. Further, it was confirmed that e-traders that were selling traditionally and online made higher online growth. Companies with fewer employees were more adaptable to reach higher online growth. Online growth obviously was affected by online sales, and online visits do not statistically significantly influence online growth. The e-traders that believe in the potential for e-commerce in North Macedonia have achieved higher online growth. The timing of the start of the online business does not affect the online growth of e-traders.

The Case of the Case: The Writing and Application of the Method

Este caso objetiva promover uma reflexao sobre o processo de escrita de casos para ensino e direcionamentos para aplicação do método. Em 2020, João Luiz Marinho, doutorando em Administração na Universidade do Aprendizado (UNIAPRE), foi desafiado pelo professor Fernando a escrever o seu primeiro caso para ensino para aplicação na disciplina de Estratégias Organizacionais, da qual era estagiário em docencia. Porém, muitos questionamentos sobre a construção e aplicação de casos para ensino sondavam os pensamentos de João, uma vez que este nao tinha experiencias anteriores com o método, possuía pouca prática na docencia e a migração das aulas para a modalidade on-line era novidade. Assim, a proposta foi fazer com que os alunos se colocassem no lugar de João, a fim de propiciar um debate sobre a escrita e aplicação de um caso para ensino na modalidade on-line. Sugere-se sua aplicação nos cursos de pos-graduaçâo lato sensu e stricto sensu em Administração, nas disciplinas de Metodologia e Casos para Ensino.Alternate :This case aims to promote a reflection on the teaching case writing process and directions for applying the method. In 2020, João Luiz Marinho, a doctoral candidate in Administration at the University of Learning (UNIAPRE), was challenged by Professor Fernando to write his first teaching case for application in the Organizational Strategies discipline, of which he was an intern in teaching. However, many questions about the construction and application of teaching cases probed João's thoughts, since he had no previous experience with the method, he had little practice in teaching, and the migration of classes to the online mode was very new. Thus, the proposal is to make students put themselves in João's place, in order to provide a debate on the writing and application of a case for online teaching. It is suggested that it be applied in lato sensu and stricto sensu graduate courses in Administration in the disciplines of Methodology and Teaching Cases.

Impact of Race, Ethnicity, and Gender on the SBA Paycheck Protection Program (PPP) Loan Amounts

The Paycheck Protection Program helped to preserve employment relationships during the sudden shutdown of economic activity due to the COVID-19 pandemic. This paper analyzes whether small business owners' race, ethnicity, or gender played a role in the PPP loan amount received. In 2020 and 2021, non-White-, Hispanic-, and female-owned small businesses received smaller PPP loans than their business counterparts of the same size. Larger companies displayed increased discrepancies in loan amounts. From 2020 to 2021, disparities among non-White business owners decreased;however, female and Hispanic owners continued to receive less in PPP loans than male and non-Hispanic owners. Lee bounds estimates show that female-owned businesses in rural counties received smaller PPP loans per employee than female-owned businesses in urban counties. Structural interviews with PPP loan recipients in Northeast Ohio showed that businesses receiving smaller loan amounts had more difficulties and less knowledge about the loan application process compared to larger loans recipients.

Meeting the Challenge of COVID-19: How American Craft Breweries Responded

The appearance and subsequent diffusion of COVID-19 forced many bars and restaurants across the United States to close their doors and discontinue normal business practices. This included over 8000 craft breweries. As a result of COVID-19 directives, craft breweries were restricted to curbside pick-up and home delivery of the beer they produced, forcing them to rethink and redesign an important part of their business model. The primary purpose of this chapter is to assess how craft breweries responded to the restrictions placed upon them. A historical review of how the 1918-19 influenza pandemic impacted the brewing industry in the United States is also provided. Similarities between how COVID-19 and the 1918-19 influenza pandemics impacted their period's respective brewing industries are identified. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2022.

Family Business Adapting a New Digital-Based Economy: Opportunities and Challenges for Future Research

Firms need to transform dramatically to maintain their operations and survive. The pandemic has shown how family businesses (FBs) are solving complex problems faster than non-family. They have demonstrated the flexibility to transform and adapt because of their closeness to the firm's processes and management and their social network inside and outside organizations that allow them to respond quickly to market needs based on a fast-making decisions process. FBs' knowledge, which is embedded in their values, making decisions process, and remaining for generations, requires resilient and robust management. The relationship between family values and FB management differentiates by their complexity and generational aspect. These relations demonstrate that personal values can influence professionalization, succession, and innovation processes. In this regard, there is a lack of research to understand the findings, practices, and processes associated with managing the knowledge flows through which FBs execute innovation strategies and to build on professionalization and succession capabilities that could provide different avenues of innovation and adaptation for dealing with turbulent and uncertain times. This editorial intends to provoke discussion on what we know about family businesses and how they face different challenges in a complex world to survive. FBs must develop adaptive strategies and strengthen crucial processes to generate a competitive and sustainable advantage. Knowledge management provides models and tools to reinforce tacit knowledge management's relevance in the professionalization and succession processes. Knowledge management becomes critical in an era in which uncertainty seems to be permanent.

A study on acceptance and implementation of contactless technology in hotels of Amritsar Punjab

'Technology is an integral part of modern life. It can be utilized to extend the personal human touch'. Technology has always come to the rescue whenever hard times have pressed upon mankind. Presently, when the COVID-19 pandemic has crippled many flourishing businesses in the hospitality industry, it is for people who are directly or indirectly related to guest services to include and implement technology in hotels that is able to bring back confidence among potential guests to use various services. Contactless technology is one such facility that is very much needed to increase occupancy in hotels, provided that guests and staff both accept the new technology and start using it without any attitudinal issues. The requirement for less face-to- face contact and systematic social distancing is making contactless technology more acceptable in hotels today. By giving a personalized experience to the guest through contactless service, hoteliers can achieve guest satisfaction along with optimum operational results for employees. This study aims to use the technology acceptance model in studying the perceived ease of use and perceived usefulness of contactless technology among staff in the hotels of Amritsar. The research work will study the acceptance of contactless technology in relation to the behaviour and attitude of staff concerning the technology and will refer to various issues in operationalizing the technology in hotels. The results of this research work will help hoteliers put contactless technology into use in their hotels after considering the behavioural and attitudinal issues of their staff.

COVID-19 and earnings management: a comparison between Chinese family and non-family enterprises

PurposeThe main objective of this study is to examine the impact of the COVID-19 pandemic on earnings management practices in China using a sample of family and non-family enterprises. More specifically, this study aims to examine whether the COVID-19 pandemic causes variation in Chinese listed family and non-family enterprises' operations, as reflected in the level of real earnings management (REM).Design/methodology/approachThis study uses three standardised REM indicators, namely, the abnormal level of cash flows from operations, the abnormal level of production costs and the abnormal level of discretionary expenses. Ordinary least squares (OLS) regressions are applied to compare the earnings management of Chinese family and non-family enterprises during the pre-pandemic period (2017–2019) and the pandemic period (2020).Findings The authors find that Chinese listed non-family enterprises tend to participate in more REM activities than family enterprises before the COVID-19 outbreak. However, the opposite is true during the pandemic. The authors also find that COVID-19 has increased the involvement of family and non-family enterprises in REM activities.Originality/valueThe results of previous studies based on REM using Chinese listed firms may not be applicable under the new social background of COVID-19. As the period after the COVID-19 outbreak is relatively recent, Chinese researchers have yet to study it comprehensively. The present study is amongst the first empirical attempts investigating the effect of a pandemic financial reporting by investigating whether and how the burst of the COVID-19 crisis affected financial reporting through the earnings management practices of listed Chinese family and non-family enterprises. Such information is crucial because it can provide analysis for all stakeholders to make better decisions.

The well-being of gig workers in the sharing economy during COVID-19. (Special Issue: The sharing economy in a post-pandemic world.)

Purpose: The purpose of this study is to deepen our understanding of the well-being of transient organizations/groups and to use this to develop a novel conceptual framework of gig worker well-being during times of crisis. Design/methodology/approach: A qualitative approach was adopted combining in-depth semi-structured interviews and daily diaries. Twenty-two workers working in the sharing economy were recruited. Thematic analysis was conducted for the diary and interview data. Findings: The findings illustrate a complex picture of sharing economy workers' four dimensions of well-being, including physical, subjective, psychological and social well-being. A number of the COVID-19 pandemic contexts, such as more time, restriction, economic recession and uncertainty, were seen to influence these workers' well-being in different ways including both positive and negative impacts. The precarious nature of gig work within the sharing economy was also found influential, which includes flexibility, uncertainty, temporality and diversity. Furthermore, the specific contexts of the hospitality, tourism and event industry (such as labor-intensive, low esteem, self-value and purpose in life) had also impacted gig workers physical and psychological well-being in various ways. Research limitations/implications: This study complements the gig workers' view of the sharing economy by investigating their well-being during the COVID-19 pandemic. In addition, this study reveals the complex and various influences hospitality, tourism and events industry contexts made, amplified by the pandemic. Methodologically, the daily diary approach applied in this research has captured gig workers' instant feelings and thoughts, which enriches the current understanding of gig workers' well-being. Practical implications: From the findings and the newly developed conceptual framework, practical implications are proposed focusing on how the tourism, hospitality and event industries should look after their gig workers' well-being in the COVID-ized environment. From the physical well-being perspective, businesses should consider partnering with gym operators to provide corporate packages or discounted membership to their gig workers. From psychological well-being perspective, a recognition system integrating gig workers would be useful to strengthen gig workers' perception of value in their jobs. In addition, technology can be used to introduce more resources to their gig workers, particularly when distancing. Originality/value: A conceptual framework is developed, which captures the influence of both "internal" and "external" determinants of gig worker well-being during times of crisis. This research contributes to theory by developing a framework of well-being in the context of the sharing economy, as well as explicitly addressing how the uncertainty and precariousness of sharing economy work and the hospitality, tourism and event industry contexts relate to well-being. This model is likely to have applicability beyond COVID-19 as the pandemic made clear many existing challenges - rather than just simply creating new ones.

Micro- and small-sized enterprises' willingness to borrow via internet financial services during coronavirus disease 2019

This paper explores the relationships among micro- and small-sized enterprises' (MSEs) willingness to borrow from internet financial services (IFS) and the related impacts of coronavirus disease 2019 (COVID-19) and then analyses the mediating effects of their beliefs on the advantages and disadvantages of IFS. We further analyse the differences produced by the moderator effects of MSEs' enterprise variables (sector, operating years, entrepreneur's education, profit margin, and employee number) on the above relationships. We collected 632 valid reports by developing an online questionnaire in China and employing judgement sampling of MSEs with fewer than 50 employees and annual operating income less than RMB 5 million. Then, we analysed the findings with partial least squares structural equation modelling. The results show that COVID-19 significantly impacted most Chinese MSEs and that most Chinese MSEs tend to borrow via IFS, but the amount and period of MSEs' willingness to borrow should not be affected by the impacts of COVID-19 on MSEs. Rather, the explanation concerns the greater unfamiliarity or uncertainty concerning IFSs relative to traditional financial instruments. Moreover, MSEs' understanding of IFS's advantages and disadvantages has significant adverse mediating effects on the relationship between MSEs' willingness to borrow via IFS and the impacts of COVID-19. Furthermore, the enterprise variables of MSEs, namely, their industry type, entrepreneur's education, number of employees, profit margin, and operating years, have significant moderating effects on these relationships. The results have implications for the government's comprehensive supervision system for IFS risks, IFS firms' enterprise performance, risk survey, and information disclosure systems, and the development of customer-specific and easy-to-use marketing strategies for IFS firms. (PsycInfo Database Record (c) 2023 APA, all rights reserved)

Multi-criteria evaluation of mobile fitness applications during COVID-19 pandemic based on AHP

Fitness centres have been among the first businesses affected by the COVID-19 pandemic. It is clear that with the pandemic, users' choices for sports services and selection criteria for them have changed. During the pandemic, there has been a transition from traditional gym classes to virtual fitness classes. People have started to rapidly adopt these technology-based alternatives worldwide, and there has been an increase in the download and use of these mobile fitness applications. However, there are many alternatives to fitness applications for users. In this study, making the most effective selection among the alternatives in mobile applications where there are conflicting user criteria and identifying customer-oriented platform development proposals in terms of service providers are aimed to contribute to the relevant literature. The study has proposed an Analytic Hierarchy Process (AHP) model, one of the Multi-criteria Decision-Making approaches, for selecting the best choice among mobile fitness application alternatives where there is more than one alternative with more than one criterion and these criteria conflict with each other. The proposed AHP solution has a modular structure that can be easily adapted in case user preferences (criteria) changes and can flexibly be updated when the alternatives change.

La porosité des frontières du travail notarial à l'heure du « distanciel »

Depuis la pandémie de Covid-19, le télétravail s'est généralisé dans des entreprises notariales de proximité jusqu'alors peu concernées. Leurs employés l'ont expérimenté lors du premier confinement, pendant lequel les notaires ont en partie maintenu à distance leur activité. Le dynamisme de ce secteur, sa libéralisation, la dématérialisation des activités et le profil des travailleurs, féminisé et qualifié, ont facilité la généralisation du télétravail sous divers statuts (salarié, intérimaire, indépendant…). Cette pratique s'est répandue au prix d'une porosité croissante des frontières du travail notarial et de stratégies diversifiées de circonscription du temps et de l'espace. Celles-ci varient selon les métiers, offices, statuts, profils socio-démographiques, trajectoires, ressources et conditions de vie des travailleurs concernés, dans un milieu marqué par d'importantes hiérarchisations genrées. La volonté de travailler autrement motive en partie ce choix du travail à distance, mais aussi de formes alternatives d'emploi, voire de sortie de ce secteur.Alternate :Since the Covid-19 pandemic, teleworking has become widespread in notary offices which, as small local businesses, were hardly concerned before. Their employees have experimented it during the first containment, during which notaries have partly maintained their activity at a distance. The dynamism of this sector, its liberalization, the dematerialization of activities and the feminized and qualified profile of workers have facilitated the generalization of telework under various statuses (salaried, temporary, self-employed, etc.). This practice has spread at the cost of an increasing porosity of the boundaries of notarial work and of diversified strategies for circumscribing time and space. These strategies vary according to the professions, offices, status, socio-demographic profiles, trajectories, resources and living conditions of the workers concerned, in an environment marked by significant gender hierarchies. The desire to work differently partly motivates this choice of remote work, but also of alternative forms of employment, or even of leaving this sector.

Problems and opportunities within the wine industry in terms of the COVID-19 pandemic

The COVID-19 pandemic has affected and still affects various sectors, including the agricultural sector. A specific industry deriving from agriculture is the wine industry. The purpose of this article is to find out and analyse the impact of the COVID-19 pandemic on the wine sector, especially regarding the Slovakia wine sector. To achieve this, a wide literary research study was conducted through which an overview of the global wine industry situation was obtained. Subsequently, the impact of COVID-19 on a selected wine business in the Slovak Republic was determined via interviewing. The findings were further analysed and compared with the situations of other Slovak and foreign wineries. It follows from the observations that both risk diversification within supplying and purchasing relations and the business's essential need to adapt to new circumstances under adverse conditions are very important factors. The article's contribution lies in a summarization of the problems and opportunities within the wineries as a result of the COVID-19 pandemic, based on a wide literary research review and interviews with an employee of the large wine company, and the conclusions can also be applied to other agricultural industries.

I'D RATHER HAVE A FLY IN MY SOUP! MUTTERINGS OF MS. ZIZI IN PANDEMIC TIMES

Dilemma: In scenarios of great uncertainty due to the COVID-19 pandemic, is it still feasible to maintain the tradition of purely face-to-face sales, or is it time to join the delivery system? And is that enough? Educational objective: This case aims to provide students with experience of situations consistent with the organizational reality and the development of decision-making abilities, focusing on the dilemma of whether or not to implement an alternative service system, given the operating restrictions imposed by the COVID-19 pandemic. Contextualization: COVID-19 caused sweeping changes in the daily life of Brazilian enterprises, including the Eating Out sector (known in Portuguese as Alimentação For a do Lar - AFL). Ms. Zizi and her son Pedro, owners of a homemade food restaurant in the municipality of Goiânia, needed to reinvent themselves during the pandemic period, in order to avoid the losing, laying offstaff, and closing the establishment. Main topic: Decision-making in times of pandemic. Audience: Students at undergraduate level in business administration, in the disciplines of marketing, entrepreneurship and strategic planning. Originality/value: Students will play the role of managers and will be asked to make decisions about a series of issues that arise in the daily lives of companies in times of crisis. The study focuses on basic concepts of the Marketing Mix, Porter's Five Forces, Decision-Making theory and Analysis of the Competition, seeking to outline strategies to deal with contingences in times of pandemic, and increase the value proposition of the Gastrô Mineiro restaurant. Dilema: Em cenários de grandes incertezas decorrentes da pandemia, ainda é viável manter a tradição de apostar somente no atendimento presencial ou é hora de aderir ao sistema de delivery? Somente isso é suficiente? Objetivo educacional: Este caso de ensino propicia aos discentes vivências de situações condizentes com a realidade organizacional e o desenvolvimento da capacidade de tomada de decisão, ao analisar o dilema de implantação ou não de um sistema alternativo de atendimento, dadas as medidas restritivas de funcionamento decorrentes da pandemia da COVID-19. Contextualização: O advento da COVID-19 ocasionou mudanças drásticas no cotidiano dos empreendimentos brasileiros, inclusive no setor de Alimentação Fora do Lar (AFL). Dona Zizi e seu filho Pedro, donos de um restaurante de comida caseira no município de Goiânia, precisaram reinventar o formato do atendimento ao cliente no período pandêmico, com o intuito de evitar a perda da clientela, a demissão em massa de colaboradores e o fechamento do estabelecimento. Tea principal: Tomada de decisão em tempos de pandemia. Público: O caso pode ser aplicado a estudantes dos cursos de graduação em administração, nas disciplinas de marketing, empreendedorismo e planejamento estratégico. Originalidade/valor: Os discentes irão assumir o papel do gestor e tomar decisões sobre um leque de inquietações e problemas que surgiram no cotidiano do Gastrô Mineiro, no período da pandemia. Este caso de ensino resgata conceitos teóricos básicos sobre o Mix de Marketing, Cinco Forças de Porter, Teoria da Decisão e Análise da Concorrência, com objetivo de traçar estratégias que atendam as contingências decorrentes da pandemia e ampliar a proposta de valor do restaurante em estudo.