Vol. 5, Issue 2, Part C (2023)

The research paper aims to elucidate how global and local brands in the quick service restaurant (QSR) sector handled the new normal. Our research contributes to the COVID-19 literature on branding by recognizing themes through the application of thematic analysis and describing their respective narratives concerning the measures undertaken by global and local QSR brands to cope up with the COVID-19 pandemic. Themes that emerged for global QSR brands were customer and employee safety, focus on digital channels, business expansion strategies, community service, and inculcating the learning from the pandemic. For local QSR brands, the themes that emerged were customer and employee safety, vocal for local and going digital. Our research findings contribute to the marketing literature by laying out a structured and logical direction for brand managers when establishing and assessing measures to deal with pandemics like COVID-19 and other ‘new normal’ that may arise in near future.