NAVIGATING DISRUPTION: STRATEGIC INSIGHTS INTO CONSUMER BEHAVIOR AND BUSINESS RESPONSES IN QATAR'S RESTAURANT AND CAFÉ SECTOR

Abstract

This study focuses on examining consumer behavior and business responses within Qatar’s restaurant and café sector, offering a comprehensive analysis of how external disruptions have influenced the industry’s performance, resilience, and customer engagement. The study addresses a critical gap in existing literature by highlighting the effects of crises on consumer patterns and operational strategies in food service businesses, particularly in the context of the Middle East. As one of the first studies of its kind in Qatar, it provides valuable insights into how the restaurant and café industry navigates uncertainty and disruption. The study introduces and fulfills five primary objectives: understanding consumer behavior and shifting preferences in the restaurant and café sector, investigating the impact of major external disruptions (namely the 2017 blockade, the COVID-19 pandemic, and the October 7 war), evaluating the adaptability and resilience of restaurants, identifying how external elements affect marketplace opportunities and restaurant performance, and providing strategic recommendations for future growth and investment in the sector. This quantitative study utilized primary data collected from 14 restaurant and café owners and 132 customers through structured surveys The findings offer significant insights for a competitive and evolving marketplace, revealing that external disruptions have had a marked impact on consumer behavior, business adaptability, and strategic planning within the sector. Challenges related to economic fluctuations, technological readiness, crisis response, and customer safety expectations are highlighted. The results confirm all proposed hypotheses, demonstrating strong relationships between external disruptions and industry outcomes. Recommendations extend to business owners and policymakers, emphasizing the importance of adopting tailored digital marketing strategies, enhancing operational flexibility, leveraging consumer data, and preparing for future disruptions through proactive planning. The study concludes by acknowledging its limitations and offering guidance for future research aimed at strengthening Qatar’s food service industry in the face of ongoing and emerging challenges.