Assessment of virtual kitchen use intention among Kenyan restaurants: A quantitative research using UTAUT model

Abstract

Restaurants contribute significantly to economic diversification by creating jobs and generating revenue. While restaurants in Kenya largely focus on the dine-in experience, the growing demand for dine-out consumption, fueled by the proliferation of online food delivery platforms, necessitates the implementation of a new restaurant business model known as virtual kitchen. This study, therefore, applied modified UTAUT2 theory to assess licensed restaurants' intentions to use virtual kitchens in Kenya. The study hypothesis is that performance expectancy, effort expectancy, facilitating conditions, and price value have a significant effect on licensed restaurants' intention to use virtual kitchens in Kenya. The study used a quantitative research approach and correlational research design to survey 149 managers/owners of licensed restaurants in Kenya. The regression analysis results show that performance expectancy, effort expectancy, facilitating conditions, and price value all have a significant effect on the intention to use virtual kitchens. The study not only adds to the existing body of knowledge debate on virtual kitchens by providing informative insights on its adoption in Kenya, but it also contributes to industry practice.