This paper explores the disruptive industry and consumer trends that have emerged in the services sector due to the COVID-19 pandemic. Adopting a multi-method approach utilizing secondary data, case studies, and interviews, we examine how service providers realigned their business practices to survive and thrive in these chaotic circumstances. We illustrate innovative solutions and discuss emerging models using several mini-case studies across airline, fitness, restaurant, office fulfillment/replenishing, and other service sectors.
