A Pandemia de COVID-19 e os impactos no setor A&B - Uma análise das estratégias de marketing de três restaurantes no bairro Alto dos Passos, em Juiz de Fora/MG.

Abstract

The COVID-19 pandemic affected hardly all economic sectors in all countries. The initial orientation of the World Health Organization to governments was to establish quarantine and social distancing, making larger impacts on tourism activities. The interruption of activities considered non-essential encouraged the development of marketing strategies as an alternative for companies in the food and beverage sector. In this crisis, the unemployment rates were increase and many businesses were closed, changing ways and habits of consumption. The food and beverage sector looked for alternatives to approach more consumers, diversifying ways to approaches this public and trying to win more consumers. This study aims to analyze marketing strategies used by three restaurants on the gastronomic area on Alto dos Passos in Juiz de For a to face the crisis caused by the corona. It was intended to identify and comprehend the application of marketing mix as survivor and sustainability strategy during the pandemic period. To this, three interviews were conducted aiming recognize which strategies were used as well as the adjustments. The results showed some recovery on the economic losses. However, possibilities of innovation and sustainability were pointed out as a path to recovery to the sector of food and beverages.