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Restaurants and events - the direct market
Book chapter

Restaurants and events - the direct market

Andrew Lockwood, Ioannis S. Pantelidis, Mark Ashton and Bernard Davis
Food and Beverage Management, pp.46-83
Routledge, 7
2026

Abstract

Today's sheer diversity of food and beverage outlets makes classification challenging. While some, like fast-food chains and fine dining establishments, are distinct, others, such as school canteens operated by contract caterers, straddle categories. As trends evolve, so too does the landscape of food service operations. This chapter explores the various sub-sectors of the restaurant and events markets, drawing from real-world insights, practitioner expertise, and current academic definitions. Each subsection examines key policies, operational structures, financial frameworks, and technological integrations. Where data allows, we explore average spend per head, production capabilities, and customer capacity. The COVID-19 pandemic reshaped the food and beverage sector in profound and lasting ways. For direct market operations, particularly restaurants, bars, and events, the disruption was not only operational but also cultural and technological.

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