Navigating Consumer Engagement during COVID-19: the Case of a Fast-Food Chain in South Africa

Abstract

Like many sectors, the South African fast-food market was adversely affected by the country's first COVID-19 “lockdown,” with franchises forced to close or only partially operate between March and June of 2020. Fast-food establishments are significant contributors to South Africa's food and beverages sector, and their closure during the stringent lockdown periods had a critical economic impact. Furthermore, during the hard lockdown, misinformation about fast-food operations increased, with public relations (PR) practitioners often needing social media to engage with consumers more effectively. This study explores how PR practitioners in a specific South African fast-food franchise used social media during the hard lockdown in 2020. Stakeholder theory and the two-way symmetrical model frame this qualitative study, with data gathered through interviews and analysed using thematic content analysis. Results indicate that the PR team in the selected franchise used social media on an ad hoc basis for crisis communication, sharing information about the franchise's corporate social initiatives, reputation management, and the prevention of misinformation.