PurposeIn this article, the authors analyse the impact of the 2020 lockdown and the subsequent measures to contain the spread of COVID-19 in Italy in the hospitality industry by looking at the social demands brought forward by the restaurant sector.Design/methodology/approachTo analyse social demands, the authors choose Twitter as an observation point using two hashtags as keywords to scratch the data: #iononriapro and #ioapro, which correspond to two different instances conveyed by the same subject: the restaurant sector. The instances linked to the hashtags produced different levels of engagement and penetration within the social structure and digital platform. To analyse the first block of data linked to the first hashtag-flag #iononriapro, the authors used content analysis. To analyse the second and third block of data linked to the hashtag-flag #ioapro, the authors used an automatic procedure, emotional text mining.FindingsThe analysis procedures allow us to reconstruct the positioning of the topics of closures and reopenings due to lockdown in this sector and to identify two explanatory dimensions: structural and affective, which explain the tension that has emerged between the State and the restaurant sector around COVID-related closures.Originality/valueThe study's findings not only contribute to the current understandings of the birth, transformation and penetration of social issues by the restaurant sector over the specific period linked to the COVID-19 pandemic and the measures imposed for its containment but are also valuable to analyse the dynamics through which Twitter hashtags and the social issues they represent find strength or lose interest in the public.