Reshaping street and home-based cottage food business strategies through social business after COVID-19 pandemic

ABSTRACT

This impact-driven research investigated how food design, technology, and business strategy can solve social problems as part of a social business initiative. A total of 20 street food vendors and home-based food entrepreneurs were selected, and group-focused discussions were conducted based on the study's purpose. They were assessed and advised through the Mystic Kitchen model and social business concept to make their operations more productive and increase sales to cope with lifestyle changes due to the pandemic. The study found that the primary elements in successful business strategies through social business are communication, trust, resource allocation, and matching technology tools.