In the United States, more than 110,000 restaurants permanently closed due to the impacts of the COVID-19 pandemic. Yet many restaurants remained open, albeit under very different operating conditions. In light of evolving mandates and consumers’ COVID-19 risk perceptions, restaurants faced the challenging task of determining how to communicate COVID-19 protective practices. Recommended COVID-19 protective messages varied and were dependent on whether restaurants offered indoor dining, takeout, or delivery options. Drawing from U.S. government recommendations and persuasion theory, two studies examine the direct and mediation effects of protective messaging advertised by restaurants on patronage intentions and consider consumer levels of concern about the virus as a moderator. Serial moderated mediation results indicate that communicating protective measures for takeout and patio dining services appeared to be most effective during this pandemic. Moreover, results extend to protective messages presented as both primary advertisement claims and voluntary disclosures footnoted at the bottom of an advertisement. Results have implications for restaurants that offer multiple dining options and provide useful consumer communication protection options for the present and future pandemics.

在美国，由于 COVID-19 大流行的影响，超过 110,000 家餐厅永久关闭。然而，许多餐馆仍然营业，尽管经营条件大不相同。鉴于不断变化的要求和消费者对 COVID-19 的风险认知，餐厅面临着确定如何传达 COVID-19 保护措施的艰巨任务。推荐的 COVID-19 保护信息各不相同，取决​​于餐厅是否提供室内用餐、外卖或送货选项。根据美国政府的建议和说服理论，两项研究检验了餐馆宣传的保护性信息对光顾意图的直接和中介影响，并将消费者对病毒的关注程度视为调节因素。系列调解结果表明，在此次大流行期间，传达针对外卖和露台用餐服务的保护措施似乎最为有效。此外，结果扩展到作为主要广告声明和广告底部脚注自愿披露的保护信息。结果对提供多种用餐选择并为当前和未来的流行病提供有用的消费者沟通保护选项的餐厅具有影响。