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The Evolution of Malaysian Burger: The Case Study of Myburgerlab

In: Proceedings of the 10th International Conference on Business, Accounting, Finance and Economics (BAFE 2022)

Author

Listed:
  • Kum Lung Choe

    (Universiti Tunku Abdul Rahman, Faculty of Business and Finance)

  • Luen Peng Tan

    (Universiti Tunku Abdul Rahman, Faculty of Business and Finance)

  • Ka Fei Lai

    (Universiti Tunku Abdul Rahman, Faculty of Business and Finance)

  • Yin Kuan Ng

    (Universiti Tunku Abdul Rahman, Faculty of Business and Finance)

  • Hooi Ching Khor

    (Universiti Tunku Abdul Rahman, Faculty of Business and Finance)

Abstract

The novel coronavirus (COVID-19) has devastated Malaysian food and beverage industry immensely. This case study investigates the business challenges faced by a domestic fast-food restaurant amid COVID-19 pandemic. Moreover, this case study also dwells into the functional levels (i.e., marketing, operation, and human resource) of the business. Qualitative approach was adopted in this case study by conducting in-depth interviews with the restaurant’s founder. Furthermore, we also obtained relevant information about the restaurant from the company’s website, internet, and newspaper reports. Additionally, we find that COVID-19 pandemic has significant and profound impacts on the functional levels of the restaurant. Business and managerial implications are also being discussed in this case study to benefit businesses in the same industry.

Suggested Citation

  • Kum Lung Choe & Luen Peng Tan & Ka Fei Lai & Yin Kuan Ng & Hooi Ching Khor, 2023. "The Evolution of Malaysian Burger: The Case Study of Myburgerlab," Advances in Economics, Business and Management Research, in: Fanyu Chen & Keng Soon William Choo & Voon Hsien Lee & Chooi Yi Wei (ed.), Proceedings of the 10th International Conference on Business, Accounting, Finance and Economics (BAFE 2022), pages 267-272, Springer.
    • Handle: RePEc:spr:advbcp:978-2-494069-99-2_22
    DOI: 10.2991/978-2-494069-99-2_22
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