Marketing Effectiveness of the Foodservice Industry under the Influence of the COVID-19 Pandemic: Analysis and Recommendations For Improvement (On the Example Of Teremok Company)

The ongoing Covid-19 pandemic has adversely affected the world economy and presented tremendous challenges for nearly all types of businesses. This research focuses on a foodservice industry that was most acutely affected by the lasting detrimental consequences of the Coronavirus lockdown measures. Specifically, the current study examines the marketing activity of fast-casual food company Teremok during the Covid-19 pandemic and aims to develop a set of recommendations dedicated to adjusting marketing strategy and increasing the overall marketing effectiveness in times of economic downturns. The study utilizes a mixed-method approach, comprising a set of in-depth interviews with experts of the key departments of Teremok company, along with an extensive view on its managerial framework and analysis of social networks, as means of qualitative method. In the quantitative part of the research, the results of the conjoint analysis will be thoroughly analyzed to provide recommendations for the improvement of the company's marketing strategy.