Covid-19 and Instagram: Digital Service Innovation in Top Restaurants

Abstract

Governments across the world have imposed strict rules on social distancing to curb the spread of Covid-19. In particular, restaurants have been impacted by government-mandated lockdowns. This study adopts a mixed methods approach to explore how Finnish high-profile restaurants used Instagram as a means for service innovation and diffusion during nine weeks of government-mandated lockdown. Comparatively analysing 1,119 Instagram posts across two time-stamps (2019 and 2020) and across 45 restaurants, as well as conducting five semi-structured interviews with restaurant managers, it is found that while the overall number of Instagram posts and likes on posts stayed relatively similar to the year prior, the number of comments increased significantly, suggesting a move towards a more didactic and dyadic form of Instagram communication. In addition, four digital service innovation strategies are identified: launching new service offerings and introducing new elements to existing service offerings, fostering social relationship with customers, exploring novel streams of revenue, and reinvigorating the brand’s image. Implications to service innovation theory and practice are discussed, along with suggestions for future research.

Application of Technology Solutions during the Covid-19 Crisis: Latin America's 50 Best Restaurants

“…They have also provided options to translate the consumer experience to the home by creating menus that allow for wine tasting experiences and even music playlists created in the Spotify music application to accompany the meals. Demo for example, a Finnish restaurant, created a menu that could be put together at home using an instructional video (Tuomi et al, 2021). Certain food establishments have reduced their menu options to allow for easy and quick preparation of dishes, while maintaining a good appearance and arriving in good condition (Álvarez et al, 2020).…”

“…Technology serves as a great tool in the restaurant industry to help promote the transmission of information and promotions to customers (Garibaldi & Pozzi, 2020). ICTs have become especially relevant in the gastronomy industry for communication and to be able to innovate when service is adapted for take-out, at home or remote service (Tuomi et al, 2021). Tuomi et al (2021) indicate that technological applications, web systems or mobile applications have been widely used as communication channels for restaurants during the pandemic period.…”

“…ICTs have become especially relevant in the gastronomy industry for communication and to be able to innovate when service is adapted for take-out, at home or remote service (Tuomi et al, 2021). Tuomi et al (2021) indicate that technological applications, web systems or mobile applications have been widely used as communication channels for restaurants during the pandemic period. They highlight that in 2019, Instagram posts by these restaurants were merely promotional, but in 2020 they had transitioned to more educational content, focused on new and dyadic ways of offering their products.…”

“…Instagram especially became the most important means of maintaining contact with customers. Technology has not only helped restaurants continue functioning but has also allowed them to develop very creative ways to approach their customers (Tuomi et al, 2021). Providers have taken the initiative and have developed ideas to solve their new problems: from delivering remote meal experiences through video calls, to online cooking classes, talks and courses among some examples (Garibaldi & Pozzo, 2020).…”

“…Marketing has also had to adapt to the new era of Covid-19, where changes in consumer behavior are occurring (Hoekstra & Leeflang, 2020). Some specific examples of the new strategies implemented in response to the pandemic have been launching new service offerings and introducing new elements to existing service offerings, fostering social relationship with customers, exploring novel streams of revenue, and reinvigorating the brand's image (Tuomi, Tussyadiah & Ashton, 2021).…”