Beating the pandemic, one bite at a time: how the gastronomy sector in British Columbia is forging its own path forward

ABSTRACT

This research was conducted during the second COVID-19 lockdown in British Columbia, Canada. Its aim was to reveal the opportunities that emerged for gastronomic experience providers which enabled them to build economic, social, and or environmental resilience during the pandemic. Using an interpretative, qualitative approach and case study methodology, data were gathered through semistructured interviews. Nineteen responses were collected and reflected the following key findings. First, technology was a primary tool used in paving the way for strategic and operational changes. Second, expansion into retail as a revenue diversification tool is key to creating sustained economic growth. Finally, the sense of community is at an all-time peak as shown by collaborative spirit, customer loyalty, and philanthropic initiatives across the sector. The findings also suggest a postpandemic gastronomic scene in British Columbia that is heavily supported by domestic palates, a diversified offering, and pandemic-proof experiences.