Optimization of direct supply chains in the restaurant industry: Addressing key challenges through technological innovation

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This study aimed to explore the potential of different supply channels in the restaurant industry, with a focus on optimizing direct supply using advanced technologies. By applying economic and statistical methods, the research analyses the role of large distributors and wholesalers in the United States food supply chain. While these supply chain participants support restaurant and manufacturer operations, they can also increase costs, reduce marketing and logistics control, and hinder the development of customer relationships. Direct supply presents significant advantages, such as improved brand loyalty, higher profit retention, and access to high-quality products. However, its growth is constrained by challenges like high marketing expenses and the implementation of same-day delivery. These costs include investments in advertising, technology platforms, CRM systems, and staff remuneration. Key obstacles to same-day delivery include staff shortages (especially drivers), high delivery costs, and inefficient logistics. The study suggests that technological solutions, including the development of direct access networks, automated promotional tools, and logistics infrastructure, can help mitigate these challenges. The Sample Box Marathon and Rgand Prime Fulfilment platforms are analysed as practical solutions that reduce costs and improve profitability. The findings of this research can provide valuable insights for producers and restaurants looking to optimize their supply chain operation