Journal of Foodservice Business Research

Innovative Approaches to Foodservice Marketing

This special issue aims to explore the latest trends, strategies, and challenges in foodservice marketing. As the foodservice industry continues to evolve, businesses are increasingly adopting innovative approaches to address the shifting demands of consumers, leveraging technology to enhance their offerings, all while prioritizing sustainability and creating value. Such innovative approaches allow foodservice businesses to remain competitive, relevant, and responsive to evolving consumer expectations, contributing to the ongoing transformation of the foodservice industry.

In this special issue, we invite researchers and practitioners to explore the intersection of foodservice marketing with recent advancements in technology, sustainability, and consumer behavior, emphasizing innovative and creative solutions.

Topics of Interest include, but are not limited to:

• The use of artificial intelligence in foodservice marketing
• The role of digital marketing and social media in foodservice promotion
• Blockchain technology in foodservice marketing
• Gamification in foodservice marketing
• Sustainability-focused foodservice marketing
• The rise of health consciousness and wellness-driven in the foodservice industry
• Experiential marketing practices in the foodservice industry
• Data-driven personalized foodservice experiences
• Co-creation in foodservice marketing
• Storytelling and branding in foodservice marketing
• Food innovation and new consumption models and their impacts on foodservice marketing
• Crisis-responsive foodservice marketing (e.g., post-pandemic adaptations and challenges)
• The influence of local gastronomy on foodservice/destination marketing strategies
• Generational differences in foodservice marketing strategies and impacts