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November 30, 2020updated 16 Feb 2022 7:28am

Covid-19: Burger King’s call to support foodservice providers engages consumers

On 2 November 2020, Burger King UK sent a Twitter post with a graphic entitled ‘Order from McDonald’s’, which encouraged consumers to continue purchasing from all fast-food chains, full-service restaurants and local or small independent outlets.

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This may previously have been considered a slightly unusual social media strategy as it encouraged purchasing from all outlets rather than just Burger King’s own. However, in the current climate, it demonstrates the collective effort that the industry is going to have to undertake in order to mitigate the losses caused by the pandemic. This endeavour will also resonate with consumer’s desire to support these businesses and that was proven by the high level of engagement the post received, with over 129K likes in the first 24 hours.

According to GlobalData’s COVID-19 recovery week 10 consumer survey (4-8th November 2020), 48% of consumers in the UK claimed that supporting small or local businesses is now more* important as a result of the Covid-19 pandemic. Simultaneously, the same survey states that 30% of UK consumers claim that they would like to hear initiatives adopted by the brand during the Covid-19 period. This demand from consumers amid crisis sets a tone for brands to support local businesses and continue to create Covid-19 initiatives, especially in countries like UK, who are still experiencing strict social distancing rules.

The high level of engagement created by this tweet shows the importance for foodservice providers to show genuine support for its competitors that will inspire consumer engagement and help combat the severe challenges that lie ahead, as the end to the Covid-19 crisis remains unclear.

Free Whitepaper
img

What is the impact of China’s Zero-COVID lockdowns on economic activity, consumer goods and the foodservice industry?

While wanting to protect the country from being overwhelmed by Omicron, China’s adherence to a Zero-COVID policy is resulting in a significant economic downturn. COVID outbreaks in Shanghai, Beijing and many other Chinese cities will impact 2022’s economic growth as consumers and businesses experience rolling lockdowns, leading to a slowdown in domestic and international supply chains. China’s Zero-COVID policy is having a demonstrable impact on consumer-facing industries. Access GlobalData’s new whitepaper, China in 2022: the impact of China’s Zero-COVID lockdowns on economic activity, consumer goods and the foodservice industry, to examine the current situation in Shanghai and other cities in China, to better understand the worst-affected industry sectors, foodservice in particular, and to explore potential growth opportunities as China recovers. The white paper covers:
  • Which multinational companies have been affected?
  • What is the effect of lockdowns on foodservice?
  • What is the effect of lockdowns on Chinese ports?
  • Spotlight on Shanghai: what is the situation there?
  • How have Chinese consumers reacted?
  • How might the Chinese government react?
  • What are the potential growth opportunities?
by GlobalData
Enter your details here to receive your free Whitepaper.

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