FEEDING THE FUTURE: TRUST, TECHNOLOGY, AND SUSTAINABILITY IN CLOUD KITCHENS

Abstract

Cloud kitchens have developed as a new and dynamic model in the foodservice industry, offering cost-effective and flexible solutions in response to changing consumer preferences and digital progresses. This study explores three key objectives: (1) the impact of transparent communication on trust and demographic factors; (2) operational challenges in emerging markets; and (3) the relationship between sustainability practices and environmental outcomes. Operational analysis identified logistical and infrastructural problems unique to emerging economies. The results offer actionable insights for cloud kitchen operators to optimize trust, performance, and sustainability in competitive markets. The study found that transparent communication (TC), along with variables such as frequency of check-ins (Frequently ordering from Cloud Kitchen), age, income, education (Edu), occupation (OCCP), and gender, significantly influences brand Trust (BT) among cloud kitchen consumers. Staff-coordination (SC), Order System-Efficiency (OSE), and Delivery Fleet Coordination (DF Co) significantly impact the Performance of Cloud Kitchen (PCk). These findings imply that improving coordination between staff, order system efficiency, and delivery fleet coordination can enhance the Performance of Cloud Kitchen. Third, the study explored the relationship between sustainability practices and environmental impact. These findings confirm that adopting sustainable practices can significantly reduce environmental footprints, reinforcing their strategic value in achieving ecological goals while meeting regulatory and consumer expectations.