Estratégias de vendas de fast food durante a pandemia de COVID-19 no Brasil

Abstract

A pandemia de COVID-19 impôs desafios significativos ao setor de fast food, que teve que se adaptar rapidamente para atender às restrições impostas pelo distanciamento social. Este artigo analisa as principais estratégias de canais de venda adotadas pelas três maiores redes de fast food do Brasil, McDonald's, Burger King e Subway, durante o período de fechamento do comércio físico. A pesquisa identificou três estratégias comuns adotadas pelas empresas: Investimento em delivery: as empresas ampliaram suas parcerias com aplicativos de entrega e investiram em infraestrutura para melhorar o atendimento ao cliente. Fortalecimento do drive thru: as empresas aumentaram o número de vagas e adotaram medidas para agilizar o atendimento. Implementação de pedidos online: as empresas lançaram plataformas próprias para pedidos online, facilitando a vida dos clientes. Além disso, cada empresa adotou estratégias específicas para se diferenciar da concorrência. Por exemplo, o McDonald's lançou umserviço de delivery próprio, o McDelivery, o Burger King ofereceu descontos para pedidos online e a rede Subway, conhecida por seus sanduíches feitos sob medida, teve que se adaptar à nova realidade do consumo durante a pandemia de COVID-19. A empresa, que historicamente não investia muito em delivery, viu a necessidade de apostar nessa modalidade para manter o fluxo de clientes. Os resultados da pesquisa mostram que as estratégias adotadas pelas grandes redes de fast food foram eficazes para manter o fluxo de clientes durante a pandemia. No entanto, o setor de fast food ainda está se recuperando das consequências da pandemia, com um faturamento menor do que antes da crise.

The COVID-19 pandemic has posed significant challenges to the fast food sector, which has had to adapt quickly to meet the restrictions imposed by social distancing. This article analyzes the main sales channel strategies adopted by the three largest fast food chains in Brazil, McDonald's, Burger King and Subway, during the period of closure of physical stores. The research identified three common strategies adopted by companies: Investment in delivery: companies expanded their partnerships with delivery apps and invested in infrastructure to improve customer service. Strengthening the drive-thru: companies increased the number of spaces and adopted measures to speed up service. Implementation of online orders: companies have launched their own platforms for online orders, making customers' lives easier. Furthermore, each company adopted specific strategies to differentiate itself from the competition. For example, McDonald's launched its own delivery service, McDelivery, Burger King offered discounts for online orders and the Subway chain, known for its made to-measure sandwiches, had to adapt to the new reality of consumption during the COVID pandemic.-19. The company, which historically did not invest much in delivery, saw the need to invest in this modality to maintain the flow of customers. The survey results show that the strategies adopted by large fast-food chains were effective in maintaining the flow of customers during the pandemic. However, the fast food sector is still recovering from the consequences of the pandemic, with lower revenue than before the crisis.