Business Model Innovation in Fast Food Enterprises: A Study of Customer Value Creation and Sustainable Growth

Abstract

Customer is the king of the market. All the business models, practices are centred on customer. There are many changes happening in the fast-food industry because of shifting consumer demands, digitization, sustainability issues, and increased competition in the market. Innovating business models have become a strategic way for fast food firms to provide customer value in a sustainable manner. The present study aims to examine how innovated business models such as digital order, omni channel delivery, customization of customer experience, value-based pricing, and environmental sustainability affect customer satisfaction, loyalty, and overall performance of organizations. Based on contemporary value creation theories and business sustainability, the study analyses how technology and innovation can be integrated into operations to gain competitive advantage. It becomes clear from the study that through innovations and sustainability-oriented business models, firms are better positioned to add value for customers and perform operationally.