THE FLAVOR OF CHANGE: RESTAURANT MARKETING IN THE COVID-19 LANDSCAPE

Abstract

The restaurant industry has faced unprecedented challenges due to the COVID-19 pandemic, necessitating a reevaluation of online marketing strategies through digital platforms and social media. This study delves into the dynamic landscape of restaurant operations during the pandemic, where ensuring safe food service is paramount. The industry's response has involved closures and innovative transformations in production, advertising, and delivery methods. Given the enduring influence of these changes and the industry's global magnitude, comprehending their implications is pivotal.

Restaurants inherently offer a blend of tangible and intangible elements, crafting holistic experiences often consumed on-site. This synergy presents unique challenges, especially considering the disruptions caused by COVID-19 regulations. Investigating the mechanisms by which these adaptations are communicated to consumers through digital marketing and social media channels forms the core of this research. A comparative analysis is undertaken, focusing on restaurant practices in the United States and Canada.

Through this study, we uncover the intricate interplay between digital marketing, social media strategies, and the portrayal of COVID-19 responsive practices. Insights drawn from a cross-national perspective illuminate the diverse approaches adopted by restaurants. Such comprehension assumes significance as restaurants endeavor to safeguard and expand their market share amid the pandemic's upheaval. By shedding light on the marketing ramifications of pandemic-driven adaptations, this research contributes to the strategic arsenal available to restaurants in their ongoing battle for survival and growth.