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On March 30, 2020, the Mexican government declared the state of emergency following the coronavirus (COVID-19) outbreak in the country, calling for the immediate suspension of non-essential activities. With people staying home, the popularity of internet shopping became quickly evident, notably online purchases of consumer goods and food. This trend could be seen in social media, where hashtags related to food delivery took on particular force. The most used hashtag of this kind in the country was #rappi, which was mentioned over 22,000 times from May 19 to June 17, 2020.