The Role of Social Media in the Positioning Strategy of the Dark Kitchens Offer During the COVID-19 Crisis in Peru

Chavez M.C.; Arbaiza F. · Lecture Notes in Networks and Systems (2025) · DOI: 10.1007/978-3-031-93550-3_14

Resumen

In the context of COVID-19, social networks became particularly relevant because of the confinement. The gastronomic sector was also covered by them, flourishing many initiatives such as dark kitchens, a formula of food service brands only serving food in containers equipped as rental kitchens, favored by the restrictions imposed during the Pandemic. The objective of this paper is to explore the Social Media approach used by dark kitchen brands in the context of COVID-19 in Peru from the perspective of their consumers. In this research it was revealed that the role of social networks is diverse throughout the decision to purchase food from dark kitchens and that there are different factors that influence the decision, selection, and purchase. Among the most relevant findings it can be highlighted that issues such as price or features and benefits offers are relegated by qualitative values such as trust and endorsement from peers and influencers. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.

Instituciones: Universidad Peruana de Ciencias Aplicadas