Developing Digital Marketing Strategy for Restaurant X Using Service Design Tools
GC, Sujesh; Kirves, Jenni (2019)
GC, Sujesh
Kirves, Jenni
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019123027967
https://urn.fi/URN:NBN:fi:amk-2019123027967
Tiivistelmä
Technological innovation and invention of digital platforms has changed the ways of promoting products and services to the customers. Like any other industry, restaurants, have been using digital channels to promote their food and services to their target audiences. Digital platform, more precisely online platform is a necessity for businesses to promote the products or services and for engagement with the customers. A restaurant can have the best menu, accessible location and best service and it will still need channels to reach the target customers to promote the food, location and services. This is where digital marketing channels come into play. Digital marketing channels allows restaurants to make themselves visible to the large audience with a single post or advertisement. The importance of digital marketing is ever increasing.
The objective of this thesis project was to study and understand the digital marketing tools and platforms used by Restaurant X and the online behaviour of the customers. The thesis project aims to identify the best digital tools that can be used by the restaurant to increase the online presence and increase customer engagement. Restaurant X is an ethnic restaurant in Helsinki and the restaurant was interested to be a part of the project as the restaurant wanted to analyse the online presence and increase its online visibility.
Different research methods were used during the project, namely observations in the restaurant, interview with the owner and customers, and online customer survey. The interview and survey questions were based on understanding the online behaviour, digital platforms, and online presence of the restaurant and the customers. The results were analysed, and service design tools and event canvas were used to come up with the developmental proposals. Customer personas were used for the customer segmentation and the Event Canvas was used to understand the customer behaviour and the customer journey. The Event Canvas was developed through empathy mapping.
The analysis of the interview and customer survey helped to get clear idea about the online presence of the restaurant and online behaviour of the customers. The restaurant has better online presence compared to its customers but still the restaurant can increase its online visibility using the recommended developmental ideas. The analysis of the interview and survey further showed that there were differences in what and how customers wanted the information while eating out with what and how the restaurant relayed the information to the customers. These results and analyses were helpful to come up with the developmental ideas to increase the online visibility and increase customer flow.
The objective of this thesis project was to study and understand the digital marketing tools and platforms used by Restaurant X and the online behaviour of the customers. The thesis project aims to identify the best digital tools that can be used by the restaurant to increase the online presence and increase customer engagement. Restaurant X is an ethnic restaurant in Helsinki and the restaurant was interested to be a part of the project as the restaurant wanted to analyse the online presence and increase its online visibility.
Different research methods were used during the project, namely observations in the restaurant, interview with the owner and customers, and online customer survey. The interview and survey questions were based on understanding the online behaviour, digital platforms, and online presence of the restaurant and the customers. The results were analysed, and service design tools and event canvas were used to come up with the developmental proposals. Customer personas were used for the customer segmentation and the Event Canvas was used to understand the customer behaviour and the customer journey. The Event Canvas was developed through empathy mapping.
The analysis of the interview and customer survey helped to get clear idea about the online presence of the restaurant and online behaviour of the customers. The restaurant has better online presence compared to its customers but still the restaurant can increase its online visibility using the recommended developmental ideas. The analysis of the interview and survey further showed that there were differences in what and how customers wanted the information while eating out with what and how the restaurant relayed the information to the customers. These results and analyses were helpful to come up with the developmental ideas to increase the online visibility and increase customer flow.