Business adaptive strategies in crisis

: the case of Joshua's Shoarma Grill : a case study of the strategic response to the Covid-19 Crisis from a Portuguese restaurant chain

Abstract

The COVID-19 crisis pandemic, and its consequent restrictions, forced many companies toreinvent themselves and innovate to keep being active in the Portuguese economy. Thefollowing dissertation, presented in the form of a case study, has as subject Joshua ShoarmaGrill and focuses on the strategies implemented in response to the challenges faced during thepandemic years.Joshua's Shoarma Grill is a Portuguese restaurant chain that is present in the main shoppingcenters of the country, which represents two of the most affected sectors by the COVID-19restrictions. The restaurant sector faced constant rules and restriction changes throughout thepandemic and the shopping centers were almost completely closed during the lockdownmonths of the crisis. As a consequence, Joshua's Shoarma was forced to reinvent and innovatetheir brand, which meant making several crucial changes to find new ways to reach their clientsand create new channels of revenue for the sake of successfully continuing operating duringthe crisis. The purpose of this case study is to serve as a pedagogical instrument for the students to explorethe application of strategic management concepts, in a real case scenario, on how to successfully keep the company operating during the Covid-19 crisis. The information in the case study was attained through interviews, news and online resources available on their website and social media.

Date of Award	8 May 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Cardeal (Supervisor)