Relevant bibliographies by topics / Restaurant marketing

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Restaurant marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 10 February 2022

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Journal articles on the topic "Restaurant marketing"

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Zendeli, Mislim, and Blagica (Rizoska) Vanikj. "Measuring the factors that contribute to the quality of services in the restaurants in Republic of Macedonia." European Journal of Economics and Business Studies 9, no. 1 (October 6, 2017): 90. http://dx.doi.org/10.26417/ejes.v9i1.p90-99.

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The study examined the consumer behavior in the restaurant businesses in Macedonia. Aside from the data analyses for the differences of the perceptions of the factors that contribute towards the decision for visiting the restaurants among restaurant’s employees and consumers, this paper contains the data about the factors that influence the customer satisfaction. Additionally, the research provides information about the main tools that customers use in order to inform themselves for different offers and services in different restaurants. The research has been based on the measurements for making analyses of the following factors: Quality, Accessibility, Food Decoration, Customer Care, Innovation, Taste of the food, Price, Hygiene, Ambience and Promotion. Based on the founding’s, the data gives clearer picture for the focus, opportunities and challenges for developing the marketing strategy in the restaurant businesses in Macedonia. Additionally, the conclusions give directions for implementing advanced knowledge, techniques and methods for marketing analyses in the field of restaurant businesses. Finally, the study provides critical evaluation for the current situation of the marketing in restaurant businesses in Macedonia. The founding’s give further recommendations for the development of the suitable marketing strategy in order to increase the customer satisfaction. Key words: bringing decision, customer behavior, customer satisfaction, restaurant businesses
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Chen, Yen-Cheng, Pei-Ling Tsui, Hsin-I. Chen, Hui-Ling Tseng, and Ching-Sung Lee. "A dining table without food: the floral experience at ethnic fine dining restaurants." British Food Journal 122, no. 6 (September 13, 2019): 1819–32. http://dx.doi.org/10.1108/bfj-08-2018-0541.

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Purpose A high-end ethnic restaurant is a tourism experience that can increase the attractiveness and brand recognition of a tourism destination. The restaurant environment is a key element that affects consumer visits. The purpose of this paper is to adopt Schmitt’s experience module to analyse tourist preferences and experiences with respect to floral styles in ethnic fine dining restaurants. The results of this study are intended to serve as a reference for operators of fine dining establishments in designing flower arrangements. Design/methodology/approach This study adopts a quantitative research method. A sample was developed using tablet computers to simulate flower arrangements in restaurants. The research tools included a floral style preference scale and a tourist floral experience scale. Findings Based on the results, the test subjects preferred European floral design styles in restaurants. Restaurant environments with floral arrangements were best at relaxing the test subjects. A restaurant’s floral style was positively correlated with various aspects of the tourist experience. Gender, age, Chinese flower styles, Japanese flower styles, European flower styles and other variables enabled forecasting the degree of the tourist experience. Originality/value When a consumer exhibits higher preference for a restaurant’s floral style, the level of the tourist experience increases. This study investigates the aesthetic experience of restaurants and restaurant atmosphere as a marketing tool. Sensory stimulation within the restaurant atmosphere can be based on the five senses such that tourists may, through the design of the restaurant environment, have specific emotional reactions that improve their tourist experience and reinforce the restaurant’s brand image.
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Peng, Norman, and Annie Huiling Chen. "Diners’ loyalty toward luxury restaurants: the moderating role of product knowledge." Marketing Intelligence & Planning 33, no. 2 (April 7, 2015): 179–96. http://dx.doi.org/10.1108/mip-03-2014-0049.

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Purpose – Consumers dine at luxury restaurants for reasons beyond fulfilling basic needs; however, little is known about the factors that contribute to diners’ loyalty. The purpose of this paper is to examine diners’ luxury restaurant consumption behavior by incorporating product knowledge into a modified Mehrabian-Russell model. Design/methodology/approach – Following exploratory qualitative research, 238 consumers who have dined at Hong Kong’s Michelin-starred luxury restaurants were recruited for the main study. The data were analyzed through structural equation modeling. Findings – The results show that luxury restaurants’ stimuli (i.e. food quality, service quality, and atmospherics) influence diners’ emotions, which in turn affect their brand loyalty. Furthermore, food quality can directly influence diners’ loyalty toward the restaurant. Third, diners’ product knowledge can moderate the relationships between restaurant stimuli and diners’ emotion. Research limitations/implications – This study offers new empirical support for the proposition that product knowledge has a role in building brand loyalty and thereby shades both theoretical and managerial understanding of the luxury restaurant consumption process. Originality/value – This study is one of the first to conceptualize diners’ loyalty toward luxury restaurants by examining the influences of restaurants’ stimuli and diners’ knowledge toward luxury restaurants. In addition, this study puts forth some managerial implications for practitioners.
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Heidarzadeh Hanzaee, Kambiz, and Fariba Esmaeilpour. "Effect of restaurant reward programs on customers’ loyalty: evidence from Iran." Journal of Islamic Marketing 8, no. 1 (March 6, 2017): 140–55. http://dx.doi.org/10.1108/jima-11-2015-0085.

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Purpose The purpose of this paper is to examine how the moderating effect of restaurant type (fast food versus casual dining) affects the Generation Y’s customers’ reaction to reward time redemption (immediate versus delayed) and reward type (economic versus social). Design/methodology/approach A 2 × 2 × 2 full-factorial, randomized, between-subject experimental design is conducted to test the research framework. The treatment groups are different from each other by manipulating reward type, reward timing and restaurant type through eight different scenario exposures. Findings The findings of the study reveal that the loyalty is significantly higher for immediate than delayed rewards in the both examined restaurant segments. In the casual dining restaurant segment, the effect of rewards increases for social rewards more than economic ones. On the other hand, for fast food restaurant context, there is no difference in the effect of reward type, whether they are economic or social. Research limitations/implications Due to the limitations of fine dining restaurants in Iran, the present study consists of only two types of restaurants (fast food vs casual dining). Originality/value This study aims to contribute towards the understanding how restaurant type (fast food versus casual dining) affects the impact of restaurant reward programs on the loyalty of Generation Y’s customers.
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Komiljonovna, Odilova Gulnoza. "Problems Of Menu Designing And Translation Issues." Restaurant Business 118, no. 8 (August 12, 2019): 13–51. http://dx.doi.org/10.26643/rb.v118i8.6899.

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this article researches problems of designing restaurant and café menus. Description of different menu types and graphical requirements of restaurant menu were discussed. Analyzing Uzbek restaurants and fast-food menus author forms table of evaluation design and translation of menu. Given recommendations can be used as marketing guideline in restaurant business and will help to increase service in restaurants , cafes and fast foods.
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Komiljonovna, Odilova Gulnoza. "Problems of menu designing and translation issues." Restaurant Business 118, no. 9 (September 26, 2019): 258–95. http://dx.doi.org/10.26643/rb.v118i9.8111.

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this article researches problems of designing restaurant and café menus. Description of different menu types and graphical requirements of restaurant menu were discussed. Analyzing Uzbek restaurants and fast-food menus author forms table of evaluation design and translation of menu. Given recommendations can be used as marketing guideline in restaurant business and will help to increase service in restaurants , cafes and fast foods.
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Budiani, Ni Putu Ariesta, Ni Luh Suastuti, and Lidjah Magdalena Massenga. "MARKETING STRATEGIES FOR ORGANIC RESTAURANT IN UBUD TOURIST AREA - BALI." Journal of Business on Hospitality and Tourism 2, no. 1 (January 6, 2017): 393. http://dx.doi.org/10.22334/jbhost.v2i1.74.

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Public awareness of the importance of adopting a healthy lifestyle continues to increase. One indicator can be seen is an increase in the consumption of organic food. Likewise, the high interest of the global community in organic food is expected to impact on the restaurant business in Bali, especially in Ubud Tourist Area. At this time there are some marketing difficulties facing the restaurant business that sells food made from organic. The purpose of research is exploring the strengths, weaknesses, opportunities, and threats organic restaurant in Ubud Tourist Area - Bali. It is also to investigate the marketing strategy to increase tourists visiting an organic restaurant in Region Ubud - Bali.Methods of data collection using observation, interviews, questionnaires, and documentation, and then analyzed using SWOT analysis. The results of this study are the internal condition of organic restaurants in Ubud Tourist Area is excellent for tourists and managers of restaurants, as well as external environmental conditions in Ubud. Based on a combination of analysis and IE Matrix Matrix position, the right strategy is applied industry Organic restaurant in Ubud Tourist Area is a strategy of market penetration, product development, and market development is limited.
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Chen, Beverly Shih-Yun. "What makes restaurants successful?" Hospitality Insights 2, no. 1 (June 18, 2018): 10–12. http://dx.doi.org/10.24135/hi.v2i1.22.

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Independent restaurants face multiple challenges to their survival, including low entry barriers that create intense competition, industry norms of low pay, long working hours and a hard-working environment that can render it hard to recruit suitable employees, and a lack of support from the industry to the restaurateurs. Evidence shows that independent restaurants suffer from higher failure rates when compared to franchise restaurants [1, 2]. This has been attributed to a lack of resources, especially when compared to the chained or franchised restaurants that have financial, technical and marketing support [3]. These challenges increase the failure rate for independent restaurants. The aim of this research was to consider the notion of ‘success’ among Auckland’s restaurateurs, and to gauge how the restaurant industry perceive their own definition of success and the main factors influencing restaurant ‘success’ [4]. Previous studies have predominantly measured the success of restaurant businesses by their profitable financial rewards [5, 6]. However, this measure ignores other important aspects of restaurant operation such as the longevity of operation, customers’ satisfaction levels, relationships with employees and society, and restaurateurs’ own personal achievements. The research adopted a qualitative approach involving in-depth interviews with eleven independent restaurateurs to explore the underlying factors they perceived as affecting restaurant success. A qualitative research approach helps the researcher understand people and the social and cultural contexts in which they live and work [7]. The independent restaurateurs were selected through purposeful sampling to select information-rich cases [8]. The participants were owner-operators of independent restaurants in Auckland city, and the restaurants they owned were either casual/formal-dining or styles in between. The study findings suggested different measures of success among restaurateurs, which have implications for how the industry comes to understand and gauge business success or failure. Notably, instead of the commonly reported financial criteria, restaurateurs in this study related success to their personal achievements and satisfaction; for instance, reaching their own personal goal(s) of opening and operating a restaurant, receiving culinary related awards, and gaining media attention. The study revealed three main factors as the important influencing factors of a restaurant’s success: the operational environment; stakeholders; and management factors. Firstly, the operational environment of restaurants included intense competition, a constantly changing environment and changing consumer trends. In particular, the intense competition was considered to have a significant impact on the success of restaurants. Secondly, the positive association between stakeholders and a restaurant’s performance was also acknowledged. Four key stakeholders – restaurateurs, customers, suppliers and employees – were identified as influential in restaurant success. A good relationship with stakeholders was seen as beneficial to a restaurant’s operation. A successful restaurant was perceived to have loyal customers, trustworthy suppliers, and employees with good skills and knowledge. Out of these stakeholders, the restaurateurs were considered the foundation of the success of restaurants, as they control the management factors. Because of this key role, restaurateurs are required to have an in-depth understanding of the restaurant industry and the ability to manage and operate the restaurant. At the same time, restaurateurs need to find a balance between their work and personal lives. Thirdly, management factors were also felt to have an impact on independent restaurant success. This typically included decisions about the restaurant’s location, purchasing and ordering, hiring and training staff, price and quality of products, and marketing and financial control. The study provided a number of recommendations for how to successfully manage a restaurant. Firstly, thorough pre-entry research and a careful decision-making process will provide a good foundation for the business. Secondly, during the operation, tight financial control and effective marketing should be applied. Finally, a management system is needed in order to stay viable in the long term. A management system consisting of a standard operation manual and an extensive training programme can allow efficient restaurant operation without the restaurateur’s continued presence. In conclusion, this study found that restaurateurs in Auckland related the ‘success’ of their restaurants to factors other than just financial performance including personal success such as personal progression and the satisfaction gained during the operation. The operating environment, stakeholders and management factors were found to be important influences affecting restaurant success. The research recommends that a well-designed management system is vital for the long-term success of an independent restaurant business. The full research project can be accessed here: http://aut.researchgateway.ac.nz/handle/10292/8431 Corresponding author Beverly (Shih-Yun) Chen can be contacted at beverlyc@ais.ac.nz References (1) Camillo, A. A.; Connolly, D. J.; Kim, W. G. Success and Failure in Northern California: Critical Success Factors for Independent Restaurants. Cornell Hospitality Quarterly 2008, 49(4), 364–380. https://doi.org/10.1177/1938965508317712 (2) Parsa, H. G.; Self, J. T.; Njite, D.; King, T. Why Restaurants Fail. Cornell Hotel and Restaurant Administration Quarterly 2005, 46(3), 304–322. (3) Parsa, H. G.; Self, J.; Sydnor-Busso, S.; Yoon, H. J. Why Restaurants Fail? Part II – The Impact of Affiliation, Location, and Size on Restaurant Failures: Results from a Survival Analysis. Journal of Foodservice Business Research 2011, 14(4), 360–379. https://doi.org/10.1080/15378020.2011.625824 (4) Chen, Shih-Y. Lessons Learned: A Qualitative Case Study of Restaurant Success in Auckland, New Zealand; Master’s Thesis, Auckland University of Technology, New Zealand, 2014. (5) Gu, Z. Analyzing Bankruptcy in the Restaurant Industry: A Multiple Discriminant Model. International Journal of Hospitality Management 2002, 21(1), 25–42. https://doi.org/10.1016/S0278-4319(01)00013-5 (6) Kim, H.; Gu, Z. Predicting Restaurant Bankruptcy: A Logit Model in Comparison with a Discriminant Model. Journal of Hospitality & Tourism Research 2006, 30(4), 474–493. https://doi.org/10.1177/1096348006290114 (7) Merriam, S. B. Qualitative Research: A Guide to Design and Implementation. San Francisco, CA: Jossey-Bass, 2009. (8) Goldman, K. L. Concept Selection for Independent Restaurants. Cornell Hotel and Restaurant Administration Quarterly 1993, 34(6), 59–72.
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Jalilvand, Mohammad Reza, Sirous Salimipour, Mehdi Elyasi, and Mehdi Mohammadi. "Factors influencing word of mouth behaviour in the restaurant industry." Marketing Intelligence & Planning 35, no. 1 (February 6, 2017): 81–110. http://dx.doi.org/10.1108/mip-02-2016-0024.

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Purpose Restaurants with limited promotion budgets depend mainly on word of mouth (WOM) among customers. WOM seems particularly important to the marketing of services. This is because services are experiential in nature and difficult to assess before purchase. In the restaurants context there is little research on WOM. The purpose of this paper is to examine the factors that may influence tourists’ WOM about restaurants implying on the critical role of relationship quality. Design/methodology/approach A comprehensive literature review is conducted to identify the major factors influencing WOM in the context of restaurant industry. The study utilizes self-administered questionnaire survey and the target population are the customers who have referred to the restaurants of Tehran, Iran. A convenience sampling approach was utilized to collect a sample of 326 customers. A structural equation modeling procedure is applied to the examination of the antecedents of WOM. Findings The paper found that food quality, personal interaction quality, physical environment quality, and perceived value influence WOM behavior of customer in an indirect way through relationship quality. Practical implications This research conjectured that an understanding of factors that influence the tourist to talk each other about a given restaurant are worthy of additional research. Consequently, the study helps to understand how these factors can provide alternative sources of marketing to attract the long-term economic sustainability of restaurant industry in Iran. Originality/value To the authors’ knowledge, this research will be the first attempt to explore influential factors on WOM in restaurant industry focusing on the critical role of relationship quality. It is expected that researchers will find this research a contribution to the WOM literature, particularly in restaurant industry.
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Schori, Thomas R. "Getting the Most Out of Image: An Example from the Fast-Food Industry." Psychological Reports 78, no. 3_suppl (June 1996): 1299–303. http://dx.doi.org/10.2466/pr0.1996.78.3c.1299.

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Using a fast-food industry example, this study was designed to illustrate how a marketing practitioner might use a model of the brand choice process to identify a brand's optimal image, that is, an image which would be expected to maximize that brand's share. 219 upper-divisional college students expressed their beliefs about three fast-food restaurants, plus their preferred restaurant, and what constituted their ideal restaurant on 15 attributes. Also, they indicated the relative importance of each attribute. Using their image data, we then chose a brand-choice model to identify those changes in image that would be expected to maximize (and minimize) each restaurant's share of market.
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Dissertations / Theses on the topic "Restaurant marketing"

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Pitisom, Yingluck. "Restaurant industry and marketing plan for Studio Thai restaurant." CSUSB ScholarWorks, 2004. https://scholarworks.lib.csusb.edu/etd-project/2603.

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This project focused on restaurant industry analysis, start-up requirements, planning decisions, human resource management and restaurant marketing strategies. A marketing plan has been developed for the purposes of opening Studio Thai in the near future.
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Kravchuk, Alina. "Marketing v gastronomii." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-85875.

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The aim of this thesis is to determine the current situation of gastronomy in the Czech Republic, in particular the use of marketing tools in the field of gastronomic services. The theoretical part deals with the characteristics of gastronomy, the definition of terms, the awareness of the formation of gastronomy and its evolution in time. Specifies marketing, gastronomic services and describes the various components of the marketing mix. It also defines the services of caterers and basic regulations for gastronomic operation. The analytical part describes the czech gastronomy development, analyzes individual marketing tool in the field of gastronomic services and the major gastro projects, events and culinary guides. The conclusion summarizes lessons learned and proposes the basic starting points to improve the current situation on the catering services market.
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Liujuan, Li. "Marketing plan for the “Oriental Tea” restaurant." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19008.

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Mestrado em Marketing
O objetivo deste projeto é melhorar o desempenho de um restaurante chinês, o "Oriental Tea" através da realização de um plano de marketing. O restaurante "Oriental Tea" está situado numa cidade turística popular do Algarve, em Portugal. Estando inserido numa bonita paisagem natural, o restaurante "Oriental Tea" atende milhares de turistas todos os anos. Procura enriquecer a experiência gastronómica do turista com o seu restaurante e diferenciar-se dos seus muitos concorrentes. No entanto, nos últimos anos o restaurante tem registado uma quebra nos lucros, em face da concorrência cada vez mais intensa registada neste setor. Após uma pesquisa preliminar, foi desenvolvido um plano de marketing para ajudar o restaurante a aumentar a sua receita. O objetivo é aumentar a receita em 20% até o final de novembro de 2020, comparando com o mesmo período de 2018. Foi desenvolvido e aplicado um questionário online para turistas em geral e foram feitas entrevistas a clientes presentes no restaurante para obter informação sobre os principais fatores que afetam a satisfação do cliente, inpirado do modelo SERVQUAL. Foi adotada uma abordagem quantitativa para analisar os dados coletados no inquérito a turistas e a clientes. O principal contributo deste plano de marketing é o reconhecimento da importância do marketing e da comunicação na restauração.
The purpose of this project is to improve the performance of a Chinese restaurant, "Oriental Tea" by developing a marketing plan. The "Oriental Tea" restaurant is situated in a popular touristic city in the Algarve, Portugal. Being surrounded by a beautiful natural landscape, the "Oriental Tea" serves thousands of tourists every year. It aims to enrich tourists' experiences in the restaurant and to differentiate from its many competitors. However, it has been struggling with decreasing profits in the last few years, while facing increasingly intense competition in this industry. After preliminary research, a marketing plan was developed to help the restaurant improve its revenue. The objective is to increase its revenue by 20% until the end of 2020, comparing to the same period of 2018. An online survey to general tourists and interviews with customers in the restaurant were carried out to collect the data on the main factors affecting customers' satisfaction, inspired by the SERQUAL model. A quantitative approach was used to analyze the data collected. The main contribution of this marketing plan is to recognize the importance of marketing and communication in the catering industry.
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Hubbard, Lyle John. "Small Business Restaurant Marketing Strategies for Sustainability." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/4921.

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Approximately 52% of food and accommodation businesses survive 5 years or more. Small business restaurant owners face greater challenges in marketing and sustainability than larger and well-established chain restaurants. The purpose of this multiple case study was to explore the successful marketing strategies of small business restaurant owners who sustained their businesses 5 years or more. The population was small business restaurant owners in Eugene, Oregon. The conceptual framework for this study was Porter's 5 forces. Data collection included semistructured interviews with 4 business owners, and data analysis consisted of coding and thematically analyzing interview data and data collected from the business and marketing documents of research participants. Five themes emerged: adherence to fundamental restaurant marketing principles; migration of restaurant promotions to websites and social media; innovation and flexibility in marketing; diner loyalty, reputation, and relationship marketing; and marketing evolution from hospitality experience. Each research participant emphasized the importance of food and service quality, flexibility in marketing, budgeting, and relationships with diners as marketing strategies for sustainability. Each restaurateur recognized the prohibitive costs of traditional television, radio, and print marketing and disclosed how social media and word of mouth were effective promotional channels with minimal costs. Findings may be used by small business restaurateurs to increase opportunities for duplicable and predictable sustainability and to increase revenues, job growth, and funds for environmental and philanthropic programs.
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Ahn, Jee Ahe. "Strategic Marketing Collaboration in the Restaurant Industry." The Ohio State University, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=osu1562687792974114.

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Ferreira, Ana Bárbara Fernandes. "Plano de marketing para "Enjoy – Healthy Restaurant"." Master's thesis, Instituto Superior de Economia e Gestão, 2018. http://hdl.handle.net/10400.5/16613.

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Mestrado em Marketing
Este projeto final de Mestrado tem como objetivo, elaborar um plano de maketing para um novo negócio de restauração em Lisboa, que arrancará em março de 2019. Portugal vive um momento de crescimento económico, com as receitas do turismo a atingir recordes anuais sucessivos, e a restauração a contribuir muito positivamente para esse dinamismo económico. Para aproveitar esta oportunidade, vai-se lançar o enJoy - Healthy Restaurant, que pretende oferecer um serviço diferenciado, com principal foco no serviço de refeições nutricionalmente equilibradas. Os resultados obtidos no inquérito aplicado a 139 pessoas, permite concluir que 79,9% da nossa amostra considera praticar uma alimentação saudável e que mais de metade (58,3%) da amostra, assume uma preocupação e cuidado com a sua alimentação. Esta preocupação está espelhada nos resultados do Teste de Wilcoxon igual a 10,369 e p=0,001. Para além disto, a existência de refeições equilibradas e ajustadas à necessidade nutricional é visto como importante, na escolha de um restaurante, com 48,9% das respostas. Apesar de marginalmente significativa, é de assinalar, que os sujeitos que têm uma alimentação saudável estariam dispostos a pagar mais do que os que não têm uma alimentação saudável, por um menu saudável, como se demonstra pelo resultado do teste Mann-Whitney de -1,930 e p=0,054.
This master final project purpose is to create a marketing plan for a restaurant that will be open in March of 2019. Portugal is growing economically with tourism revenues made from the large amount of restaurants that contribute to this sector. It's the right time to launch enJoy - Healthy Restaurant, a unique concept that offers meals with nutritional equilibrium. The results shown in our inquiry to 139 people, concludes that 79,9% of our samples have a healthy lifestyle and 58,3% of our samples have assumed that they care abouth their food habits. This concern is mirrored in the Wilcoxon Test results equal to 10,369 and p=0,001. The existance of meals with nutritional equilibrium is seen importantly in the choice of the restaurant with 48,9 % of the anwers. Although marginally significant, it should be noted that subjects who have a healthy diet would be willing to pay more than those who do not have a healthy diet for a healthy menu, as demonstrated by the result of the Mann-Whitney test of -1,930 and p=0,054.
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Godinho, Luís Nuno Guerra. "Plano de marketing para o restaurante A Curva do Bacelo." Master's thesis, Universidade de Évora, 2012. http://hdl.handle.net/10174/15185.

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As dificuldades que se colocam às empresas de dimensão micro são, na maioria das vezes, ultrapassadas pelos seus responsáveis com recurso a medidas que decorrem, sobretudo, da experiência anterior. Não havendo oportunidade nem conhecimento suficiente, da parte dos responsáveis, para a identificação das variáveis que o mercado introduz, nem da sua influência no respetivo negócio; e numa conjuntura de forte contração económica, a vulnerabilidade destas empresas é ainda maior. O projeto que aqui se apresenta foi desenvolvido no âmbito da tese de mestrado em Gestão da Qualidade e Marketing Agro-Alimentar e visa a elaboração de um Plano de Marketing para o Restaurante a Curva do Bacelo Lda. Os principais resultados evidenciam as seguintes dimensões críticas: comunicação da marca e do serviço suportada no “boca-a-boca”; fraca orientação para atrair novos clientes. Por oposição, um dos pontos fortes identificados consiste na fidelização dos clientes. Parecem contribuir para a capacidade de retenção da empresa a qualidade do serviço prestado, o custo da refeição e um conhecimento profundo dos clientes por parte dos colaboradores da empresa. Face aos resultados apurados o plano que se sugere para a empresa em análise consiste, essencialmente, em aumentar a notoriedade da marca no mercado e o reconhecimento junto dos consumidores com recurso a uma campanha de comunicação suportada na presença internet e redes sociais, o que poderá constituir o canal privilegiado para a atração de novos clientes (público-alvo de faixa etária inferior); ABSTRACT: Micro size companies difficulties are most of the times overcome by measures decided by it owners, although based on their previous experience instead of specific knowledge about variables that are constantly presented by the market. This way these companies will be not able to understand the consequences and furthermore they will not be prepared to cope with these situations, especially within economic recession scenario. This report is aimed to design a Marketing Plan for a micro size company: Restaurante a Curva do Bacelo Lda., under the master degree on ”Gestão da Qualidade e Marketing Agro-Alimentar”. The results from our analysis identified, mainly, the following critical factors: brand and service communication based on “moth-to-moth” and poor orientation regarding new customer targets. On the other hand it was identified as one of the strongest performance indicators, the customers’ loyalty. From our analysis there are, mainly, three factors that are relate to this performance: service quality, it cost and a deeply knowledge from the costumer’s needs and preferences by the employees. Given this the marketing plan suggested is aimed, mainly, to improve the brand notoriety through a communication campaign supported at internet and social networks, which might be, at the same time, the proper channel for attracting new customers (younger than the actuals).
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RIVIERE, Joseph, and Cyril VALENTI. "The Concept of Sensory Marketing." Thesis, Halmstad University, School of Business and Engineering (SET), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-1588.

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Schill, Helena, and Therese Goldring. "Don't address their brains. Address their hearts! : En studie om sinnesmarknadsföring vid restaurangupplevelser." Thesis, Södertörns högskola, Institutionen för naturvetenskap, miljö och teknik, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-19502.

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Restaurangbranschen är en del av turistindustrin och viktig för näringens utveckling. Fokus i denna studie har inriktats mot restaurangföretag och deras möjligheter att påverka gäster med hjälp av sinnesmarknadsföring. För att visa på marknadsföringens goda inverkan på företag genomfördes en observation samt intervjuer med marknadsföringsexperter och inredare. Det framkom att sinnesmarknadsföring, som involverar människans fem sinnen, ökar gästens uppehållstid och viljan att spendera pengar i besöksmiljön. Uppsatsen syftar till att belysa hur företag på ett effektivt sätt kan påverka en gästs restaurangupplevelse. Hypotesen utgår från att sinnesmarknadsföring skapar ett ökat välbehag hos gästen vilket gör det till ett effektivt sätt att marknadsföra. Resultatet av studien visar att företag med hjälp av sinnesmarknadsföring kan påverka gästen på ett djupare plan och att användandet av olika sinnesstrategier framkallar positiva känslor.
The restaurant business is part of the tourist industry and vital for the industry's development. The core of this study has been focused on restaurant businesses and their ability to influence their guests with the use of sensory marketing. To demonstrate marketing's good impact on the business, an observation and interviews with marketing experts and interior designers were conducted. It was revealed that sensory marketing, which involves the five senses, increased guest retention and willingness to spend money. This essay aims to highlight how companys effectively can influence a guest's restaurant experience. The hypothesis assumes that sensory marketing creates added pleasure for the guest and make it an effective way of marketing. Results of the study show that companies using sensory marketing can affect the visitor on a deeper level and that the use of different sensory strategies elicit positive emotions.
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Bennett, Tasheenia. "Marketing Strategies: How Small Restaurant Businesses use Social Media." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/3429.

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Social media has changed the way businesses relate to their customers. Since the beginning of social media, traditional methods of communicating with customers have begun to decline. The purpose of this multicase study was to determine the strategies of 5 owners of small restaurant businesses in Western North Carolina who successfully used social media marketing for 1 year or more. Rogers's diffusion of innovation theory was the conceptual framework for this study. Data collection included semistructured interviews, documents pertaining to social media marketing strategies, and social media pages and websites from the participating restaurants. These data were analyzed following Yin's 5-step analysis plan. The themes that emerged were social media platforms, word-of-mouth, and challenges implementing social media. Facebook, Yelp, and Instagram were the most used social media platforms. The participants implied that word-of-mouth has the potential to increase sales and to grow business. Challenges implementing social media included the ability to be consistent and actively engaged on the social media sites to allow business owners to respond quickly to negative posts made by customers. Small restaurant businesses can be successful if they develop and implement a social media presence, encourage customer feedback, and formulate a plan to overcome obstacles and challenges that may arise with implementing social media marketing strategies. These findings contribute to positive social change by increasing the sustainability of small businesses in the community, which may drive economic development and improve community relations.
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Books on the topic "Restaurant marketing"

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Restaurant marketing: Competency guide. Upper Saddle River, N.J: Pearson Prentice Hall, 2007.

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Restaurant marketing in the new economy. Blaine, WA: Firepower Publishing, 2012.

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Restaurant newsletters that pay off. New York: J. Wiley, 1997.

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Mark, Magiera, ed. Menu design 4: Marketing the restaurant through graphics. Glen Cove, N.Y: PBC International, 1990.

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Assadi, Djanchid. 20 cas concrets: Marketing et stratégies de restaurant. [France]: Éditions B.P.I., 1992.

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Radice, Judi. Menu design 4: Marketing the restaurant through graphics. New York: PBC International, 1990.

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Radice, Judi. Menu design 2: Marketing the restaurant through graphics. New York: PBC International, 1987.

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Steadman, Dave. Restaurant biz is show biz!: Why marketing is the key to your success. Greenlawn, N.Y: Whittier Green Pub. Co., 1991.

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Feltenstein, Tom. Foodservice marketing for the '90s: How to become the #1 restaurant in your neighborhood. New York: Wiley, 1992.

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Feltenstein, Tom. Foodservice marketing for the '90's: How to become the no. 1 restaurant in your neighborhood. New York: John Wiley, 1992.

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Book chapters on the topic "Restaurant marketing"

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Vargas-Hernández, José G., and L. E. Juan Luis Martinez Padilla. "Product diversification in the restaurant industry as a competitive advantage." In Tourism Marketing, 311–24. Toronto ; Waretown, NJ : Apple Academic Press Toronto, 2017. |Includes bibliographical references and index.: Apple Academic Press, 2017. http://dx.doi.org/10.1201/9781315365862-17.

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Spielmann, Nathalie. "The Restaurant Personality Scale." In Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference, 148. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10963-3_75.

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Parsa, H. G., Kirti Dutta, and David Njite. "Consumer Behaviour in Restaurants: Assessing the Importance of Restaurant Attributes in Consumer Patronage and Willingness to Pay." In Hospitality Marketing and Consumer Behavior, 211–39. Toronto ; Waretown, NJ, USA : Apple Academic Press, 2017. |: Apple Academic Press, 2017. http://dx.doi.org/10.1201/9781315366227-9.

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Josiam, Bharath M., Rosa Malave, Charles Foster, and Watson Baldwin. "Assessing Quality of Food, Service and Customer Experience at a Restaurant: the Case of a Student-Run Restaurant in the USA." In Hospitality Marketing and Consumer Behavior, 129–56. Toronto ; Waretown, NJ, USA : Apple Academic Press, 2017. |: Apple Academic Press, 2017. http://dx.doi.org/10.1201/9781315366227-6.

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Hoffman, K. Douglas, Scott W. Kelley, and Holly M. Rotalsky. "Restaurant Service Failure and Recovery Analysis." In Proceedings of the 1994 Academy of Marketing Science (AMS) Annual Conference, 193. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-13162-7_50.

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Tripathi, Gaurav, and Kartik Dave. "Exploration of Service Quality Factors in the Restaurant Industry: a Study of Selected Restaurants in the New Delhi Region." In Hospitality Marketing and Consumer Behavior, 189–207. Toronto ; Waretown, NJ, USA : Apple Academic Press, 2017. |: Apple Academic Press, 2017. http://dx.doi.org/10.1201/9781315366227-8.

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Allen, Juliann. "Valuing Authenticity: Exploring the Role of Consumer Traits in Restaurant Choice: An Abstract." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 235. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-99181-8_71.

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Chugunova, Olga, Marina Shkolnikova, and Yana Starovoytova. "Segmentation of Consumers as a Leading Factor in Restaurant Marketing." In Sustainable Leadership for Entrepreneurs and Academics, 21–30. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-15495-0_3.

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Sharma, Subhash, and Naresh K. Malhotra. "Examining Social Setting and Product Reference via Conjoint Analysis An Empirical Study of Restaurant Patronage." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 59–63. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-16976-7_15.

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Olsen, Janeen E., and Kent L. Granzin. "Implications of Customers’ Interest in Nutrition for the Restaurant Industry." In Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference, 310–14. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17052-7_64.

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Conference papers on the topic "Restaurant marketing"

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Fedorova, A. "Research and analysis of business processes in a catering enterprise." In International Conference "Computing for Physics and Technology - CPT2020". ANO «Scientific and Research Center for Information in Physics and Technique», 2020. http://dx.doi.org/10.30987/conferencearticle_5fd755c0127bd9.87408786.

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The restaurant business is currently experiencing a noticeable rise. The recent trend towards an increase in the standard of living of the population increases the demand for the services of enterprises in the hospitality industry, far from the last role in which restaurant-type catering enterprises play. A modern restaurant serves not only as a catering enterprise, but also as an entertainment center, where people come not only to satisfy their hunger, but also to relax, to get positive emotions from the atmosphere of hospitality. The most important aspect in the restaurant business is the quality of the services provided to the consumer. The modern Russian market of restaurant services is saturated with catering establishments that meet the tastes of a wide variety of consumers, the dynamism of the external business environment is causing a tougher competition in today's difficult conditions. In this regard, the search and formation of reserves for increasing the efficiency and development of enterprises in the sphere of restaurant services becomes especially urgent. In the most advantageous position are those enterprises that strive to constantly improve their activities, using various innovative approaches that give the institution uniqueness, originality, the ability to meet changing consumer needs and requirements. The primary task of the restaurateur is to win the favor of the guests, the successful completion of which leads to profit. The efficiency of the restaurant's business depends on the availability of good management, modern cuisine, impeccable service, interior design and reasonable pricing policy. One of the problems facing the catering industry is finding ways to improve the efficiency of promoting restaurant services, the analysis of which is an integral part of marketing. Effective quality management of services contributes to raising the status of the enterprise.
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Yokoyama, Noriko, and Shuji Hashimoto. "Self-marketing system for a restaurant to enhance customer action." In 2017 International Conference on Information Society (i-Society). IEEE, 2017. http://dx.doi.org/10.23919/i-society.2017.8354671.

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Sato, Yoshinobu, and Mark E. Parry. "THE INFLUENCE OF THE JAPANESE TEA CEREMONY ON JAPANESE RESTAURANT HOSPITALITY: IMPLICATIONS FOR A THEORY OF CO-CREATION." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.11.06.03.

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Grigoryan, Marta Iurevna, and Yulia Adolfovna Kosikova. "MARKETING RESEARCH ON THE IMPACT OF THE WORLD CUP ON THE RESULTS OF THE RESTAURANT KAVIST." In Russian science: actual researches and developments. Samara State University of Economics, 2020. http://dx.doi.org/10.46554/russian.science-2020.03-1-142/145.

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This article discusses the results of marketing research of the market of public catering enterprises. In 2018, Russia was the mistress of the world championship on football. This event could not but affect the attendance of catering establishments in the cities hosting fans. Almost all restaurateurs agree on one thing - the championship had a great impact on business. On average, revenue growth in restaurants and bars in Moscow ranged from 10% on the outskirts of the city and up to 150% in the center. Beer sales have increased significantly. The staff has increased and improved qualitatively. This laid the Foundation for the further growth of the popularity of Russia, as satisfied customers will transmit positive information in their homeland, inviting more and more tourists to visit us.
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Setiobowo, Ronald. "The Influence of Experiential Marketing, Service Quality on Customer Loyalty and Satisfaction at the Pizza Hut Restaurant in the Tunjungan Plaza Surabaya." In Mulawarman International Conference on Economics and Business (MICEB 2017). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/miceb-17.2018.12.

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Sliburytė, Laimona, and Jérémy Le Ny. "The Influence of Sensory Marketing: a Study of Atmospheric Factors and Consumer Response." In Contemporary Issues in Business, Management and Education. Vilnius Gediminas Technical University, 2017. http://dx.doi.org/10.3846/cbme.2017.109.

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This paper focuses on the sensory marketing that wants to be a marketing tool which influences the mood and consumer behavior. The consumer is not looking only for buying a product or a service alone, but he is seeking an emotional and unique experience around what he buys. In line with previous studies, our survey study reveals how consumers evaluated the atmosphere of restaurants through the cognitive and emotional reactions. A synergy makes the internal response (cognitive and/or emotional) of the customer-facing the stimuli of the atmosphere, superposition of the four senses (sound, sight, touch, smell). According to our survey results, this research highlights the importance of recognizing that the stimuli of the atmosphere of the point of sales influence to emotional (feel more pleasure) and cognitive (perceive a better quality) responses of the customer through the experience of the sensory marketing.
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Reinders, Machiel J., Marlijn Huitink, and Joris Heijnen. "MENU-ENGINEERING IN RESTAURANTS: USING PORTION SIZES ON PLATS TO PROMOTE HEALTHY EATING." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.07.09.03.

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Dewi Hendriyani, I. Gusti Ayu, I. Nyoman Rinala, and Putu Mira Astuti Pranadewi. "Marketing Strategy Formulation for Organic Restaurants in Sanur Tourism Area of Bali." In International Conference on Tourism, Gastronomy, and Tourist Destination (ICTGTD 2016). Paris, France: Atlantis Press, 2017. http://dx.doi.org/10.2991/ictgtd-16.2017.58.

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Ham, Sunny. "MOTIVATION, ATTITUDES, AND MENU LABEL USE AND THEIR EFFECTS ON HEALTHY MENU SELECTION AMONG CUSTOMERS IN RESTAURANTS." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.08.09.04.

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"The Use of Internet as a Marketing Tool - Evaluating the Websites of Spain's Top Restaurants." In International Conference on e-Business. SciTePress - Science and and Technology Publications, 2012. http://dx.doi.org/10.5220/0004029001090114.

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