The circular economy in the restaurant sector. The qualitative multiple case study of piadinerias in Pesaro

Objectives: This study seeks to investigate and understand the current degree of diffusion and application of circular economy practices in small and medium-sized enterprises (SMEs) in the Marche region engaged in the piadineria service, highlighting the limits and benefits of implementation. Literature review/Theoretical Framework: The circular economic model is increasingly gaining the attention of the academic, professional, and institutional world (Zhang et al., 2022). In this framework, the restaurant sector, among others, emerges, whose environmental impact appears highly significant (Camilleri, 2021). Several scholars state that this sector largely contributes to climate change, generating pollution, wasting energy and using plastic and other harmful detergents and chemicals (Milindi et al., 2022). Moreover, the restaurant industry is a huge generator of food waste and other resources, resulting in greenhouse gas (GHG) pollution, wasted materials and huge investment costs (Kim et al., 2020). Approach/Method: A qualitative multi-case study was conducted, as this is one of the most widely used instruments for qualitative research. To this end, a structured questionnaire consisting of 43 questions divided into four main sections was created and administered in interviews to seven food establishments offering piadineria service in Pesaro. Main Results: The choices and actions taken by SMEs in the restaurant sector appear to vary according to their different sustainability orientations and are strongly dependent on economic and financial determinants. The food service establishments under investigation have just taken the first steps towards the goal of a fully sustainable operational approach, much still needs to be done for circular economy practices to become an integral part of thinking and managing internal activities and processes. Value and Implications for Theory and Practice: This study enriches the literature on the circular economy applied to the restaurant sector by offering an overview of the current degree of implementation and diffusion of sustainable practices within SMEs. Furthermore, managers and practitioners could use the developed framework to assess their current maturity level in a circular economy. Similarly, politicians could become aware of the need to introduce measures to promote environmentally friendly investments, which could address the typical difficulties SMEs face in the sector.