Russian Practice of Promoting Food Delivery Services During the COVID-19 Pandemic

Abstract

The article discusses the Russian practice of promoting food delivery services during the COVID-19 pandemic. The study is based on the analysis of documents with elements of statistical and comparative analysis. The authors attempted to collect and systematize data on the use of communication tools by business enterprises during the lockdown period. The article presents data from various studies of the food retail market and the delivery of ready-made food in Russia. As a result of this study, the authors come to the following conclusions: (1) websites and applications of delivery services have become the main platforms of interacting with the audience, which in turn have become a separate object for promotion; (2) major market players managed to shape public opinion on delivery services, a new type of consumer behavior and people’s habits through communication. The study also showed an increase of GR in the communication activities of companies during the pandemic. One of the most popular communication tools that ensure the interaction between business and government has become regular offline and online meetings of entrepreneurs and heads of executive power at various levels.