Title of Research

Impact of COVID-19 on Restaurant Marketing

Submitted To
Indus Institute of Management Study
Indus University

Under the Guidance of

Prof. Drishti Saraogi
In Partial Fulfilment of the Requirement of the Award of the
Degree of
Master of Business Administration (MBA)

Offered By
Indus University
Ahmedabad

Prepared by
Name Enrolment No
Shihora Jemishkumar [IU1955550077]
Patel Miral [IU1955550054]
 ACKNOWLEDGMENT

This project consumed huge amount of work, research and dedication. Still.
Implementation would not have been possible without the support of many
individuals. Therefore, we would like to extend our sincere gratitude to all of them.

We are thankful to prof. Drishti Sarangs, who had provided us with all the required
facilities carry out this dissertation project work and nurture our overall skills to
execute the requirements, her encouragement, guidance and support from the initial
to final level enabled us to develop understanding of the project. We offer our
regards and gratitude of the dissertation project to all our faculties at Indus
University and all the people who supported us in any respect during the completion
of our project.
We are thankful to all our family and friends as they were a constant source of
inspiration , motivation and strength for us.

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 TABLE OF CONTENT
SR NO PARTCULAR PAGE.NO
1 INTRODUCTION 4
2 LITERATURE REVIEW 5-7
3 OBJECTIVES 8
4 RESEARCH METHODOLOGY 9
5 ANALYZE OF PRIMARY DATA 10-21
6 ANALYZE OF SECONDARY DATA 22
7 FINDING 23
8 REFERENCES 24

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 INTRODUCTION

We want to research on topic is ‘Impact of COVID-19 on restaurant marketing’. We

would to learn what is COVID-19 actually? How way impact of COVID-19 on
restaurant marketing and marketer what is strategies use for growth of their
restaurant.

What is COVID-19?

 “Coronavirus disease (COVID-19) is an infectious disease caused by a newly

discovered coronavirus.”- given by WHO.

 Most people infected with the COVID-19 virus will experience mild to
moderate respiratory illness and recover without requiring special treatment.  

 A mild to severe respiratory illness that is caused by a coronavirus is

transmitted chiefly by contact with infectious material (such as respiratory
droplets) or with objects or surfaces contaminated by the causative virus,
and is characterized especially by fever, cough, and shortness of breath and
may progress to pneumonia and respiratory failure.

What is restaurant marketing?

 Restaurant marketing is the act of publishing your restaurant or food service

concept and offering your services to the general public with the goals of
business it. 

 Restaurant marketing is the act of showcasing your restaurant or food service

concept and offering your services to the general public with the aim to win
their business. 

 Restaurant marketing can also succeed at retaining existing customers who

may be more inclined to return often if they see a special deal or promotion
being marketed.

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 LITERATURE REVIEW

1) Jain, Dr. Siddhartha, Effect of COVID-19 on Restaurant Industry – How

to Cope With Changing Demand Apr 2020
Conducted research on ‘Effect of COIVD-19 on restaurant industry. In this
research his collected information relating how to COVID-19 effect on Indian
restaurant industry, his collected data relating restaurant business has mainly
been affected during this pandemic as government decided on lockdown and
social distancing around the world. His also found that many restaurants have
online food deliver start but in this situation some problems have to face it.
This all are details relating to research.

2) J Kim, JC Lee, Effects of COVID-19 on preferences for private dining

facilities in restaurants, December 2020,
COVID-19 pandemic dramatically forced the whole world to live in a new
normal. it is important to understand how the perceived threat of COVID-19
affects various behaviours, including the preference for restaurants. The desire
for safety increases, and thus people avoid other people who might carry
COVID-19 Finally, research on crisis management suggests that consumers
show more interest in travel options that are perceived to be prepared

3) Mariel White Claudia Nieto Simon Barquer, Good Deeds and Cheap
Marketing: The Food Industry in the Time of COVID-19 September 2020
COVID‐19 is being used as a new marketing strategy, considering recent
shifts to at‐home activities. Publicity references staying at home, social
distancing, minimal contact, or boredom in quarantine. In addition to the
negative effects of consuming these products, this aggressive marketing
promotes overeating and could worsen anxiety, especially because

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 overconsumption of “comfort foods” has been tied to subsequent feelings of
guilt

4) Charis M. Galanakis and et al, Safety of foods, food supply chain and
environment within the COVID-19 pandemic 2020
The paper deals with the COVID-19 pandemic has generated a new era in the
world while we still figure out the consequences in different aspects of our
daily life. The food supply chain and the food industry do not comprise an
exception.And also fined that foods, food supply chain, surfaces, and
environment before exploring the development of corresponding detection
tools of SARS-CoV-2.

5) Good way Group, How COVID-19 Is Impacting the Restaurant

Industry2020
One way of restaurants the food supply chain and the food industry do not
comprise an exception. If you change your restaurant services, menus or
hours, keep your customers informed. Update your website, social media and
directories Ensure your phone lines can handle high-volume calls and quickly
train your staff to seamlessly carry out new processes to keep your customers
happy and satisfied. There’s no making money right now,” says Ben Walker,
VP of sales and marketing at Baldor Specialty Foods. “It’s redefining our role
to keep the food supply running – from farmer to consumer.”

6) Jenna Shaffer Marketing Advice for Restaurants Coping with the

COVID-19 Crisis October 2020
Go into below are focused mainly on your restaurant’s website and social
media, but you’ also want to make sure to send out an email update to your
subscribers, update your listings on sites like Google, Business and Yelp, and
place signage in and around your physical location. It’s important that you
recognize these changes and clearly communicate how you’re responding to
them. Encourage people to buy several gift cards but in smaller amounts to
give away as gifts.

7) Hyoung JuSonga, JihwanYeona, SeokiLeeab Impact of the COVID-19

pandemic: Evidence from the U.S. restaurant industry January 2021

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 Study examines the relationship between various pre-pandemic firm
characteristics and stock price reactions to COVID-19. Restaurant firms with
larger size, more leverage, more cash flows, less ROA, and more
internationalization are more resilient to stock declines Dividend, franchising,
institutional ownership, and managerial ownership did not show a significant
moderating effect. This study contributes to the literature by providing insights
into drivers of restaurant firm’s stock returns during the COVID-19

8) Ozili and Arun, Spill over of COVID-19: Impact of Restaurant Industry,

2020
Specifically, as the severity of the COVID-19 pandemic increases, an adverse
impact of COVID-19 on restaurant firms’ liquidity and operational risks
seems evident, since restaurant firms would experience significant revenue
shortfalls caused by a sharp decrease in customer demand and even
temporarily-interrupted operations

9) Kim, J., & Lee, J. C, Effects of COVID-19 on preferences for private

dining facilities in restaurants, 2020.
This study examines how the effect of COVID-19 on U.S. restaurant firms’
stock returns varies according to the firms’ pre-pandemic characteristics by
employing three firm-level dimensions like financial conditions, corporate
strategies, and ownership structure. This study found that restaurant firms with
past characteristics of larger size, more leverage, more cash flows, less ROA,
and more internationalization are more resilient to stock declines reacting to
COVID-19 than otherwise similar firms

10) Amanda Topper Restaurant Marketing Strategies: Inc Impact of

COVID-19 US - June 2020
Have searched that highly competitive restaurant industry relies on marketing
strategies to drive sales by differentiating its brands, attracting new patrons,
encouraging loyalty among existing consumers, and communicating
innovation and operational changes many traditional marketing strategies have

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 become less effective. Impact of the COVID-19 pandemic will leave lasting
marks on the restaurant industry and immediate marketing strategies must
therefore balance information and empathy without coming off as inauthentic

OBJECTIVES

 To determine what are the strategies use by marketer in restaurant marketing.

 To analysis of which step take restaurant for provide quality organic food stuffs
to the locality.

 To understand how to modify the menu and other services with the change in
consumer taste, market demand and competitors' strategy.

 To understand how and how many affect COVID to Indian restaurant

marketing.

 To analysis that which is new marketing and advertising adopt by the

restaurant industries for beck to market.

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 RESEARCH METHODOLOGY

The sources of data are:

1. Primary Data 2. Secondary Data

The methods will be used for analysing the effect of COVID on restaurant marketing
below. It deals with selection of sample, nature of the study, sources of data, method
of data collections questionnaire and tools for analysis. The sources of data are
primary and secondary.

Primary Data Collection:

 We have collection of response from restaurant as primary data, 85

respondence give their opinion.

Secondary Data Collection

 We have collection data from article and newspaper.

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 PRIMARY DATA

 Above chart show data relating to how many years long experience of
management at the owner or management level in restaurant industry.
 We can see that there are 9.4% respondence have less than 2 years’
experience, 12.9% respondence have less than 3 years’ experience, 24.7%
respondence have 3 to 5 years’ experience and 52.9% respondence have more
than 5 years’ experience of owner or management level of restaurant industry.

 Above chart show that different types of restaurant like here almost 31%
respondence have fast food restaurant, 38% restaurant have casual dining and
32% restaurant provided fine dining.

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10
 Also, we can see that there are 7% respondence have not cooking/frying
limited facilities, 1% restaurant making sweet and 1% restaurant consider as
food is good criteria.

 In above chart we can see our 56.5% have franchise and 43.5% have not
franchise of restaurant

 In above chart mention that different percentage of primary types of cuisine

like 47% of restaurants from our respondence provided kathiyavadi dish, 68%
respondence provided Panjabi, 41% restaurants provided Chinese dishes, 21%

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 respondence provided Rajasthani food, 31% respondence provided Fast food,
2.5% restaurants provided only pizza, where 2.4% restaurants provided all
items and lastly 1.2% restaurants provided only sweets.

 In lockdown different restaurant provide different types of offer that above

chat shown in percentage, such as almost 12% restaurants started digital
marketing, 39% restaurants home delivery facilities to consumers, almost 10%
restaurants change their payment mode also like virtual mode of payment
system.
 Some restaurants started zero contact delivery in above chart show that that
are 13% restaurant started that facilities also, 14% restaurants provided offer
to customer combo offer and 9.5% restaurant discount offer and nearly by 2%
restaurants provided subsidiary products offer

 Above chart show that restaurant provide meal or delivery of food like 63.5%
restaurants provide regularly but almost 13% restaurants are not provide after

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 reopen restaurant and we can see also 23% restaurant can't decided that they
9) What is the year the business was established or acquired at this location?
are
85responses provided regular or not.


< 2000
Between 2000 to 2005
15.3% 28.2% Between 2006 to 2010
between2011to2015
between 2016 to 2020
12.9%

17.6% 25.9%

 This chart shown data that year of established of restaurants like there are 26%
restaurant have established year before 2000, 18% restaurant established in
year between 2000 to 2005, 13% restaurant established in year between 2006
to 2010, 15.3% restaurant established in year between 2011 to 2015 and 26%
restaurant established between 2016 to 2020

 Above chart show that after covid restaurant how often cooking equipment
exhausted filters clean like
 66% restaurants daily cleaned their equipment, 16.5% restaurants weekly
clean their equipment l 6% restaurants clean their equipment in monthly at one
time.

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 Also there are some restaurant which are 6% restaurants clean their equipment
in quarters, 3.5% restaurants are clean their equipment in semi annual for one
time and only 2% restaurant are clean their equipment in year only one time.

 In above chart show that 20% restaurant has that was less than 50 average
customer are visited in a day their restaurant post covid.
 30.6% restaurant have customers between 50 to 100, 17.6% restaurants have
customers between 101 to 150, 7.1% restaurants have customers between 151
to 200, 10.6% restaurant have customers between 201 to 250, 4.7% restaurant
have customers that are between 251 to 300.
 And 2.4% restaurant have customers between 301 to 350, 2.4% restaurant
have customers between 351 to 400, only 1.2% restaurant have customers
between 401 to 450 and 3.5% restaurant have customers between 451 to 500.

 This chart shows daily customer of restaurant but this is after covid.Thare are
22.4% restaurant which have less than 50 customer, 36.5% restaurant have
customers between 51 to 100, 15.3% restaurant have customers between 101
to 150, 2.4% restaurant have customers between 151 to 200, 7% restaurant
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 have customers between 201 to 250, 3.5% restaurant have customers between
251 to 300 And 4.7% restaurant have customers between 301 to 350, only 1 %
restaurant have customers between 351 to 400.

 Above chart shows about resturent focus on marketing mix like...

 70% restuarant forcus on only product, 47% restuarant focus on price l, 33%
restuarent focus on promotion, 34% restuarant focus on place of restuarant.

 This chart show about that restuarant offer to customers for marketing of
restuarant during lackdown such as 21% restuarant keep track of customer
support, 15.3% restuarant manage thier expensive, 26% restuarent try to stop

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 of food west, 10.6% restuarent started providing fitness related food and 27%
restuarent started online delivery mode.

 This chart show about situation of pre covid restaurant such as 15.3%
restuarant belive that their time no need to safty measure, 42.4% restuarent
belive that that's time no need to social distance in setting arregement, 37.6%
restaurant believe that's time have freely minded worker available easily.
 Also 44 7% restaurant have noticed that that's the time more customers come
in restaurants and 22.4% restaurant believe that that's the thime no need to fear
about health.

 This chart show the restaurant started essential services or not such as 50%
restaurant started, 27% restaurant not started and 23% restaurant can't say.

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 In abovechat show that about restaurant provider regularly delivery or not,
there are 68% restaurant provide delivery and 11.8% restaurant not provide
regularly delivery and 20% ratio on can't say about that.

 In abovechart show that restaurant to provide a food to Les Fortune or not like
15.6% of restaurants are run a kitchen to provide a food to less fortunateand
18.8 percent restaurant are not run to kitchen to provide food to less Fortune
and 30% restaurant can't say about this in this matter

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 In above chat show about restaurant providing home kitchen or not. we can
see 47.1% restaurant provided home kitchen facility to customer and 31.8
percent restaurant are not provided home kitchen facility and 21.2 percentage
not say anything

 In above chart show that restaurant r are type with NGO for providing meal or
food. we can see that 48.2 % restaurant are type with NGO for providing mean
in 30% restaurant are not type with NGO and 22.4 % restaurant are can't say

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 In above chart show date what is a step take bye restaurantfor get back to
customer 34.1 percent restaurent started advertising for the restaurant, 48.2%
restaurant started online delivery 50% restaurant started attracting offer 17
person restaurant keep promoting gift card frunt of customer, 28% restaurant
are maintain communication with their customer and 17% restaurant update
their menu and evolution for their customerand. also 10% restaurant are
started digital marketing and 8.2% Restaurant are update their staff hiring and
staffing for customer benefit

 In above chart show that how many restaurant affected by Covid. 55% of
restaurant are affected by covid,and 31.8% of restaurant are not affected by
covid.13% may be affected by COVID.

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 In above chart shows that 33% restuarent done decontamination of surfaces
using a disinfectant effective against viruses, 44.7% restuarent done all
surfaces that the infected employee has come into contact with must be
cleaned, 38.8% restuarent done all surfaces and objects which are visibly
contaminated with body fluids/resporatory secretion.And 50% restaurant all
potentially contamination high contact areas such as toiltet door handles
telephonic ect.

 In above chart 28.2% restoren most probabliti proper hand hygiene washing
with soap and water for at least 20 seconds.

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 In about charts show the 44.7% of the employee can return to work of illness
after 14days, 30.6% of the employee can return to work of illness after 21
days,21.2% of the employee can return of illness after 1 month.

 In about chart show the 81.2% of the temperature checks are appropriate,
12.9% temperature checks are not appropriate.

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 SECONDARY DATA

1) The effects Of COVID-19 on restaurant industry published on Oct , 2020 on

luminous insights

This paper aims to discuss the impacts of COVID-19 on restaurant marketing

and management practices and outlines a three-pronged research agenda to
stimulate knowledge development in the restaurant sector.

2) Effects of COVID-19 on hotel marketing and management published on

May 2020 on Research gate

This paper presents a research agenda from three dimensions-artificial

intelligence and robotics, hygiene and cleanliness, and health and healthcare.
The suggested research streams are expected to provide actionable insights to
promote the development and sustainability of the hotel sector.

3) How corona virus could affect restaurants and the culture of eating out in
India published on March 29, 2020, on The Economics Times.

This article has mention data related to Covid 19 pandemic affected to

restaurant and people thinking badly. Also mention that according to the
National Restaurant Association of India. estimate value Rs. 4.23,865 crores
of food industry affected by Covid 19 and more than 700,000 affected And
one more point have cover that is show some way to adopt by food industry
this are the change from post Covid 19.

4) Delhi restaurateurs fear they will be back to square one with night curfew
in effect

In this article have mention that the Delhi government strictly apply of night
curfew till 30 April 2021. And this curfew affected on restaurant in different
way.

5) 4 Big Marketing Challenges Facing Restaurants in a COVID World. This

article published on September 2020 on Qsrmagazine.

In this article I’ll identify four key marketing challenges restaurant and quick-
service brands are facing in the new COVID-19 world and look at the best
strategic solutions through a technology and local-data focused lens

FINDING
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 We have analysis that their many restaurants apply many new strategies for
come back in market and making profit and market reputation also.

 Many restaurants being ready for changing their entire process also in
providing their product or services.

 We also analysis that many restaurants started provide quality food because
now every one being more health conscience.

 We got analysis also many restaurants change their menu and apply new
strategies so customer can afford and company can make profit also. And they
have started change their restaurant as per customer need and want.

 We analysis that this COVID very much affected to Indian restaurant industry
and every restaurant face the problem of COVID and find new way to survive
in the market and apply many new marketing strategies for new opportunities.

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 REFERENCES

LINKS OF LITERATURE REVIEW

Literature Review-1
Literature Review-2
Literature Review-3
Literature Review-4
Literature Review-5
Literature Review-6
Literature Review-7
Literature Review-8
Literature Review-9
Literature Review-10

LINK OF PRIMARY DATA

https://docs.google.com/forms/d/e/1FAIpQLSfOq1lHMDOqMCTyJv-
ZBp1kca270S-2oMoukClgagW8cSduNQ/viewform?usp=sf_link

LINKS OF SECONDARY DATA

Article-1
Article-2
Artical-3(Hardcopy)
Artical-4
Artical-5

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