Anyone who tried to find Kewpie mayo after Emily Mariko’s viral salmon bowl video understands
being affected by the pandemic
From hordes of people panic-buying toilet paper and hand sanitizer to grocery stores putting limits on units of ground beef and Diet Coke, our entire relationship with shopping changed dramatically in March 2020. Over that time, consumers have been forced to get acquainted with a concept that most people didn’t think much about previously — that we’ve become accustomed to instant, unwavering access to whatever we want, whenever we want it.
None of the half-dozen grocery chains I contacted would participate in an interview for this story. One source at a major food distributor said, “Corporate is still deciding on the best message/tools/strategy we want to provide to address this, since it’s such a touchy issue.
Bradley says he’s skeptical that most individual TikTok trends will have lasting effects, though chains are learning how to compensate for supply issues in real time. A company might notice a surge a week after the fact and then react through various marketing ploys, pointing consumers to related products or possible substitutions.
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