A phenomenological exploration into sustainability in the foodservice industry in the MEA region

Abstract

Purpose Previous research on sustainability in the foodservice industry has emphasized its environmental, social and economic dimensions predominantly studied within a Western context or in developed countries. This paper aims to question this positioning by considering the MEA (Middle East and African) context. Second, this paper examines sustainability forms according to the type of restaurant and explains how these forms compare with and contribute to the broader scholarship on sustainability in the service marketing literature and practice. Design/methodology/approach The paper follows a phenomenological perspective and a grounded theory approach. The authors conducted in-depth interviews with 40 owners of different types of restaurants (traditional, modern and fast-food) in the capital city of Lebanon, Beirut. Findings This paper identifies four dimensions that are expressed in different ways depending on the type of restaurant. This paper also found that sustainability in the foodservice industry in the MEA region has some differences and similarities relative to the literature where current studies mainly focus on the Western context. While the most dominant form of sustainability in the MEA context is related to the social dimension implemented by restaurants through philanthropy and community support activities, the less important aspect refers to activities about ecology and environmental protection. Research limitations/implications The research highlights that sustainable activities in the MEA context are shaped by deep-rooted traditions of philanthropic offerings and community-based activities profoundly embedded within the Arab region. Second, the study contributes to current practices and research related to the foodservice literature by emphasizing the dynamics of the change in terms of sustainability perceptions across different kinds of restaurants and how the type of restaurant can affect the adoption and implementation of sustainable activities. The limits of this study are related to its small sample size and the exclusion of psychographic factors, such as age and gender, which can deepen the knowledge of sustainable actions implemented by female and male restaurant owners and people of different age ranges. Social implications With its focus on the foodservice industry in the MEA underpinning restaurateurs’ lack of ecological sustainability, this research shows that nongovernmental organizations could play a vital role in terms of raising awareness about ecological issues and how restaurateurs can be involved in eco-friendly initiatives. Originality/value The paper contributes to the foodservice literature and the emerging research on sustainability in restaurants by presenting an approach based on examining sustainable restaurants in a developing country context. The paper does so by adopting a restaurant owner’s perspective and analyzing three types of restaurants, namely, traditional, modern and fast-food restaurants.

Sustainable practices in hospitality pre and amid COVID‐19 pandemic: Looking back for moving forward post‐COVID‐19

“…To further understand how the degree of sustainability practice implementation influences the levels of performance obtained, a longitudinal study is required (Pereira et al, 2021 ). Additionally, further research could be dedicated to investigating sustainable practices' implementation in the foodservice sector (Maynard et al, 2020 ) and the effect of psychographic factors, such as age and gender, on restaurant owners' implementing sustainable actions (Batat, 2021 ).…”

“…Environmental issues must be brought to the attention of non‐governmental groups, as well as how restaurateurs can participate in environmentally beneficial activities (Batat, 2021 ). In addition, it is important for hotel associations to assist hotels that lack expertise in adopting environmental sustainability and provide them with awareness training on environmental sustainability (Khatter et al, 2021 ).…”

“… Supporting community. Batat ( 2021 ); Pelikanova et al ( 2021 ) b . Minimization of water consumption, mainly through flow reduction systems in taps.…”

Guest Editorial: Expanding service research in the MEA (Middle East and Africa) region

“…According to a recent report published by the Africa Growth Initiative (2021), three things are needed to accomplish the tasks of economic development and green transformation: generation of resources for investments in sustainable solutions; we believe that services can contribute to a green solution for resource generation. For instance, outsourcing of services such as call centers and IT solutions could help raise financial resources to be invested in sustainable solutions; creation of incentives that ensure that all actors contribute to building an inclusive green economy; here, service researchers could help by addressing issues of service equity and service access or by raising awareness through various educational and incentive programs (see the paper in this special issue by Batat, 2021); and establishment of human capital in institutions tailored to implement those transformations; in response service scholars could apply service design strategies to design with the locals tailored solutions that they can easily practice.…”

“…Thus, once again confirming that service success depends on a better understanding of users' cultural and individual characteristics. Finally, Batat (2021) explores sustainability practices in the MEA and found that they are mainly shaped by deep-rooted traditions of philanthropic offerings and community-based activities. Nevertheless, there is a lack of awareness about ecological issues and eco-friendly initiatives.…”