Industry 4.0 applications in food and beverage industry: A study on managers and consumers

In today's rapidly advancing digital era, the food and beverage sector is directly influenced by the innovations offered by the Industry 4.0 revolution. Food and beverage businesses are adopting technologies such as smart devices, big data analytics, and artificial intelligence to improve the consumer experience, increase process efficiency, and gain a competitive advantage. This technological transformation is causing changes across the entire value chain, from supply chain management to service delivery. Understanding the digitalization process and future expectations is of great importance for food and beverage businesses. In this context, the study examines in depth the experiences of food and beverage business managers and consumers regarding Industry 4.0 technologies. Within the scope of the research, in-depth semi-structured interviews were conducted with 20 consumers who had experienced the identified technologies at least once in a restaurant setting, based on data obtained from 20 managers working in gastronomy establishments with tourism business licenses operating in Istanbul and subsequent interviews with the managers. The data obtained were analyzed using the MAXQDA (24.4.0) software. The research was evaluated in terms of manager, consumer, and manager-consumer (joint) themes. The analysis revealed that both managers and consumers have adopted Industry 4.0 technologies. During the COVID-19 pandemic, the transition to QR code menus and sensor-based systems focused on reducing contact and hygiene has ensured sustainability through process efficiency, cost advantages, and sustainability benefits. In-service training and expert support facilitated the adaptation of younger employees during the technology integration process, while creating adaptation difficulties for older employees. Managers positioned technologies as an important part of their marketing and competitive strategies. While speed, convenience, and hygiene perceptions were prominent in the adoption of technologies, technical issues, reduced social interaction, and service quality issues were among the negative aspects. Consumers widely use technologies such as POS payment systems, QR code menus, online review platforms, and food ordering applications in their restaurant experiences due to the advantages of speed, convenience, and hygiene. However, concerns about the reliability of reviews on online review platforms and loyalty to traditional methods such as printed menus cause some consumers to approach these technologies with caution. In terms of future technological transformation, managers are focused on efficiency, while consumers emphasize their demands for personalized and interactive experiences. Based on the findings, various recommendations have been made to businesses, service providers, and future researchers.