The digital Transformation of the Great Brands of Spanish Gastronomy in Times of Crisis

ABSTRACT

Gastronomy is a key pillar of Spain's intangible cultural heritage, with excellent international outreach and a high economic impact on the country's gross domestic product. This study aims to explore the communication strategies for branding purposes of haute cuisine restaurants during the COVID-19 crisis. In-depth interviews were conducted with the heads of communication of five two-and three-Michelin star restaurants in Spain, and their Instagram posts were analyzed throughout the pandemic (268 posts total) using a content analysis. Among the results, the chefs' interest in enhancing digital communication during the period, their confidence in Instagram channels as a tool for branding, and the recurrence of certain types of posts that are successful in times of crisis are noteworthy. In view of the results obtained, restaurants have confirmed their intention to keep implementing these new digital communication approaches in the long term. © 2023, Universidad del Rosario. All rights reserved.