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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 MarketingO 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 MarketingEste 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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Li, Xiaolan. "A study of marketing techniques of Chinese restaurant in Chicago." Online version, 1998. http://www.uwstout.edu/lib/thesis/1999/1999lix.pdf.
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Barbera, Santiago. "Plan de negocios restaurant fast casual." Bachelor's thesis, Universidad Nacional de Cuyo. Facultad de Ciencias Económicas, 2019. http://bdigital.uncu.edu.ar/13968.
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El presente trabajo analiza un plan de negocios para un nuevo restaurant bajo el modelo
“fast casual" dentro del Grupo Broda. El modelo del negocio se basa en la teoría del Océano Azul de Kim W. Chan y Renée Mauborgne. Para su confección se utilizaron las siguientes herramientas: análisis PEST, análisis bajo las 5 fuerzas competitivas de Michael Porter, análisis
de la cadena de valor, análisis de bloques genéricos, análisis FODA. Se formularon estrategias en los diferentes niveles de la organización y se confeccionó un plan de marketing basado en los círculos de oro de Simon Sinek. Para concluir se llevo a cabo el análisis financiero del negocio, que comprobó la viabilidad del nuevo proyecto. Se presentaron las conclusiones y recomendaciones para llevar a cabo el proyecto, en donde se determinó además de la viabilidad económica del proyecto, la funcionalidad positiva del nuevo emprendimiento para Grupo Broda y la diferencia competitiva positiva del modelo Fast Casual.Fil: Barbera, Santiago. Universidad Nacional de Cuyo. Facultad de Ciencias Económicas.
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Jacinto, Mafalda Nascimento Miranda Correia. "Plano de marketing para o Restaurante "O Policia"." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/6290.
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Mestrado em MarketingEste trabalho de projecto tem como objectivo redefinir a estratégia do restaurante “O Polícia” através da elaboração de um plano de marketing. “O Polícia” actua no mercado há mais de cem anos, mas tem vindo a debater-se nos últimos três anos com uma quebra crescente dos lucros. Neste projecto foi utilizada como metodologia o action research, procurando-se desenvolver um trabalho de pesquisa em ligação estreita com as actividades do restaurante, e ao mesmo tempo efectuando a recolha de dados primários e secundários. Aos clientes do restaurante foi aplicado um inquérito de qualidade com base no modelo de SERVQUAL de Parasuraman, Zeithaml e Berry (1988). E foram procedidas entrevistas semi-estruturadas e de carácter informal aos trabalhadores da empresa. Regra geral, concluiu-se níveis de satisfação positivos por parte dos clientes, chamando à atenção para a necessidade de restruturação de alguns tangíveis do restaurante, e também ao nível das relações públicas e gestão de clientes. Este trabalho permitiu concluir que o IVA é um dos factores mais prejudiciais do restaurante em termos financeiros. Para além disso torna-se necessário apostar cada vez mais no segmento turístico. A estratégia formulada neste planeamento de marketing prevê uma actividade intensiva ao nível do mix promocional, nomeadamente dos media online, em que “O Polícia” se pretende posicionar como um restaurante tradicional e de elevada qualidade, onde os sabores são centenários e originais. Por último, este planeamento de marketing vem demonstrar o potencial do sector de restauração, onde as actividades de marketing e comunicação muitas vezes se encontram ausentes, e são cada vez mais imprescindíveis.
The purpose of this project is to redefine the restaurant “O Polícia” (The Policeman) strategy, by building a marketing plan. “O Polícia” has been in the market for over one hundred years, but has been struggling in the last three years with the continuous decreasing of its profits. Action research was the leading methodology, as it was sought to develop an intimate work between the research itself and the restaurant own activities, at the same time gathering primary and secondary data. To the restaurant clients was applied a quality survey based on SERVQUAL model from Parasuraman, Zeithaml and Berry (1988). And there were also undertaken semi-structured and informal interviews to the restaurant staff. In a general manner, the results revealed positive levels of satisfaction from the clients, highlighting the necessity of some restructuration on physical evidence as well as in public relations and client’s management. This work has allowed the conclusion that the VAT (Value Added Tax) is one of the most prejudicial factors affecting the business financially. Nevertheless, it is increasingly important to invest on the touristic segment. The strategy formulated in this marketing plan expects an intensive activity mostly on the promotional mix, namely the online media, and aims to place “O Polícia” in the market as a traditional restaurant of high quality, where flavors are centenary and unique. Finally, this marketing planning demonstrates the enormous potential of the restaurants sector, where marketing and communication activities many times are absent, though they are extremely more and more essential nowadays.
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Weinreich, Carrie. "Marketing Strategies Restaurant Leaders Use to Develop Their Customer Base." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/2464.
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Surviving past the first year of operation is a growing concern for independent, full-service restaurants. Some restaurant leaders lack the marketing strategies necessary to develop a loyal customer base and survive beyond the first year of operation. The purpose of this multiple case study was to explore the marketing strategies that independent, family-oriented, full-service restaurant leaders located in the Pittsburgh, PA, metro area in business for at least 5 years have used to develop their customer base during the first year of operation. This study was guided by the 7Ps of marketing theory, which emphasizes how people, including customers and employees, influence the marketing process. Data were collected through in-depth semistructured interviews with 3 restaurant leaders and secondary documentation that included marketing and business strategies, customer base data, and profitability records during the first year of operation. Data were analyzed using a comparison analysis method to establish 3 emergent themes: immediate influence of word of mouth, power of consumer-driven marketing and social media, and the need for an integrated marketing mix. Findings indicate that these family-oriented, full-service restaurants were able to develop a customer base during their first year of business by integrating marketing strategies including word of mouth, social media, and limited print advertising. This study could assist these restaurant leaders in creating best practices for developing a customer base and surviving past the first year of operation. The implications for positive social change include the potential to empower restaurant leaders to engage in cause-related marketing, increase viability in local communities, and promote development of independent restaurants and small businesses.
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Brégeon, Lalanne de Saint-Quentin Virginie. "Un mix design expérientiel-culinarité au service du ravissement du consommateur." Thesis, Rennes 1, 2017. http://www.theses.fr/2017REN1G006/document.
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La notion de culinarité est « dans toutes les bouches » sans avoir été l'objet d'une définition en marketing et comportement du consommateur. Pour combler cette lacune, cette thèse s’est attachée à explorer les contours de la culinarité et proposer un mix design expérientiel x culinarité au service du ravissement du consommateur. Après de premières explorations basées sur des analyses de contenus sur internet (NGram Viewer et Google) et des entretiens semi-directifs qui ont affiné la compréhension du concept, la recherche a consisté en une analyse polymorphe des dimensions et pratiques autour de la notion de culinarité. S'appuyant sur une multiangulation des terrains de recherche, les quatre études empiriques ont été : 1) des études de cas au Grand Restaurant ; 2) une observation participante d’un Mooc en design culinaire ; 3) des manipulations de la culinarité au restaurant ; 4) trois expérimentations sous forme de restaurants éphémères, supports d’une enquête et d’observations. Dès lors, les conclusions apportées proposent une définition de la culinarité (déterminant Plaisir et 4 dimensions QCSP : Q-Qualité, C-Créativité, S-Savoir-Faire, Partage), confirmant l’intérêt d’un mix design expérientiel x culinarité pour ravir le consommateur et introduisent ce que serait le marketing culinaireThe culinary is in everybody’s mouth without having been defined neither in marketing or in the field of consumer’s behavior. In order to limit this lack of concept, this thesis aims at exploring the ideas behind the culinary and to suggest a mix experiential design x « culinariness » for a consumer’s delightment. After the first exploration based on content analysis on the internet (NGram Viewer and Google) and semi-directive interviews that have revealed part of the concept, the research consisted in a polymorphic analysis of the dimensions and uses of the culinary. Built on a multiangulation of the research, the four empirical studies were : 1) case studies of quality restaurants ; 2) participating observation of a Mooc on food design ; 3) tests on the dimensions of the culinary at the restaurant ; 4) three experimentations as pop up restaurants enabling somes observations on spot and investigations. Thus, the results of this study lead to a definition of the culinary (Pleasure as a determinant and 4 dimensions QCKS: Q-Quality ; C-Creativty ; K-Know-how ; S-Sharing). They attest the point of an experiential design x culinary mix in order to delight the consumer and introduce a culinary marketing
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Hošek, Martin. "Studie proveditelnosti malého podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2010. http://www.nusl.cz/ntk/nusl-222621.
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This masters’s thesis deals with a feasibility study of restaurant creation, which should fill a gap in the market. Suggestions for a solution relating to the enterprise and enabling the company to optimally entry to the market are presented, based on theoretical knowledge, empirical facts and analysis.
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Lucas, Tammira. "Marketing Strategies to Increase Sales in Small Family-Style Restaurant Businesses." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5020.
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Small business owners understand the advantages of using social media as a marketing tool; however, some of these owners do not leverage social media marketing strategies to increase sales. Small business owners who fail to implement social media marketing strategies minimizes the potential to gain new customers; thus, negatively impacting sales. The purpose of this qualitative multiple case study was to explore social media marketing strategies used by five small family-style restaurants in Maryland. Berry's relationship marketing 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. Key themes that emerged were (a) social media platforms small family-style restaurant owners use to increase sales and were most effective, (b) employees' response to social media marketing strategies small family-style restaurant owners use to increase sales, and (c) relationship marketing. The implications for positive social change include the potential to increase the knowledge of future entrepreneurs and show them how technology can help them launch and grow their businesses faster creating an atmosphere of better customer services. Increasing the demand for employment can have a direct impact on decreasing the unemployment rate within the United States, particularly in the state of Maryland.
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Čiháková, Lucie. "Marketingová strategie restaurace." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-224910.
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This diploma thesis analyzes the current state of the company and creating a marketing strategy, which aim is to make Tisuvka restaurant and guesthouse popular and visible and increase attendance. The work includes a thorough analysis of the microenvironment, branches environment and microenvironment enterprise together with SWOT analysis. In conclusion, there are presented recommendations for all components of the marketing mix , which should lead to an improvement of the current situation , including an economic assessment of the company.
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Han, Heesup. "Restaurant customers' emotional experiences and perceived switching barriers : a full-service restaurant setting." Diss., Manhattan, Kan. : Kansas State University, 2007. http://hdl.handle.net/2097/438.
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Skalski, Cali. "The Effects of Ingredient Branding on Restaurant Menu Items." Ohio University Honors Tutorial College / OhioLINK, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1400523902.
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Hu, Hsin-Hui. "Personality types and consumer preferences for multiple currency usages a study of the restaurant industry /." Connect to resource, 2005. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1123254977.
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Thesis (Ph. D.)--Ohio State University, 2005.Title from first page of PDF file. Document formatted into pages; contains xii, 178 p.; also includes graphics (some col.). Includes bibliographical references (p. 115-128). Available online via OhioLINK's ETD Center
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Guo, Hui. "A feasibility study for a quick-service restaurant in Chengdu, China." Menomonie, WI : University of Wisconsin--Stout, 2006. http://www.uwstout.edu/lib/thesis/2006/2006guoh.pdf.
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Jordaan, Johannes Nicolaas. "The importance of marketing metrics to improve marketing efficiency : a case study of the South African franchise restaurant group Maxi's." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/95593.
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Thesis (MBA)--Stellenbosch University, 2012.Marketing managers are increasingly being held accountable for measuring value adding related to marketing expenditure. The increasing trend of specialisation in the business environment has resulted in increasing efficiencies in work practices and therefore increased the knowledge associated with each function. It was the purpose of this study to demonstrate the fundamental need for marketing measurement and marketing metrics in the franchise restaurant business. It furthermore demonstrated the importance of the alignment of marketing metrics with marketing strategy. The study highlighted the necessity of aligning marketing metrics with the marketing strategies used by a South African franchise restaurant business. This study addressed the need for measuring marketing initiatives by applying marketing metrics as a method to measure the marketing effectiveness of Maxi’s, a SMME restaurant franchise group in South Africa. This study was based on exploratory research and the basis of collecting the data was by means of interviews, as well as documentary secondary data, therefore the data analysis followed both qualitative analysis and quantitative analysis approaches. The analysis showed that the main marketing activity of Maxi’s was the six weekly promotions on specific products. The promotions normally included a breakfast and a lunch special. Maxi’s made use of various advertising media to market the promotion campaigns, including television campaigns, billboards, print advertising in the form of table talkers and pamphlets and internet advertising. Maxi’s applied a number of marketing metrics to measure effectiveness of their marketing spent. The metrics recommended in this research report supplied them with a better range of metrics, in order to improve the effectiveness of their marketing measurement. This research report is of value to academic researchers and marketing professionals.
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Labská, Tereza. "Podnikatelský záměr v oblasti pohostinství." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2008. http://www.nusl.cz/ntk/nusl-221986.
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The aim of the thesis is to create a real and practicable business plan for setting up a restaurant called Labužník s.r.o. The restaurant will focus on offering the "All you can eat" service in Hradec Králové. The thesis contains theoretic bases for a business foundation. It also deals with the description of a newly originating firm including the analysis of the local market, customers and competition. There are 3 variations of presumptions of the prospective development laid out within the final part of the thesis.
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Zatyko, Petr. "Segmentace trhu veřejného stravování." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-11031.
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The main goal of this diploma paper is to analyze community feeding (or restaurant) market in Czech republic, to characterize its consumers, to group them into the segments and to create a marketing strategy for each of these segments.
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Champlin, Darren. "Loyalty effects of coupon books on new restaurant customers." Honors in the Major Thesis, University of Central Florida, 2001. http://digital.library.ucf.edu/cdm/ref/collection/ETH/id/266.
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This item is only available in print in the UCF Libraries. If this is your Honors Thesis, you can help us make it available online for use by researchers around the world by following the instructions on the distribution consent form at http://library.ucf.edu/Systems/DigitalInitiatives/DigitalCollections/InternetDistributionConsentAgreementForm.pdf You may also contact the project coordinator, Kerri Bottorff, at kerri.bottorff@ucf.edu for more information.Bachelors
Business Administration
Marketing
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Boeing, Jacqueline Junkes. "Cenários de serviços de restaurantes: influência dos seus elementos na satisfação dos clientes." Universidade do Estado de Santa Catarina, 2012. http://tede.udesc.br/handle/handle/84.
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The restaurant s servicescape can be seen as a marketing strategy that involves both aspects of environmental psychology, administration, nutrition and architecture. In order to analyze the impact of restaurant s ambience elements in the overall quality perceived by customers, this qualitative research aims to identify the elements of greater and lesser importance in the ambience for both managers and customers, through interviews in depth. In total, 10 restaurants with average ticket over R$ 51, a la carte system and located on Florianópolis, were part of the survey. Were interviewed all these restaurant s owners (10 of total) and 20 clients who frequent these kind of restaurants, at least, twice a month and spend on average R$51 per person. In addition, we collected data by personal observation in the restaurants of the research. Armed with the customers and managers view, it was possible to list the most important elements in the restaurant s environment in costumers opinion, confront to the understanding of managers and, finally, identify possible gaps in service quality. In addition, a theoretical model was proposed based on Bitner s Servicescape Model (1992), the Gaps Model of Service Quality of Parasuraman, Zeithaml and Berry (1985) and Santos Model (2006). This theoretical model constructed proposes the customization of it to various services sectors. Among the findings, it was found that the most important elements in the restaurant s servicescape, in the view of customers, are temperature, music, color and lighting. According to the customers' position about these and other elements, can be concluded that customer satisfaction with the environment involves, in particular, feelings of comfort and security. More than the beauty and architecture of the place, people value aspects which let them comfortable and safe, whether visual comfort, thermal comfort, noise comfort or food safety
O cenário de serviços de restaurantes pode ser visto como uma estratégia de marketing que envolve tanto aspectos de psicologia ambiental, como administração, nutrição e arquitetura. Com o objetivo de analisar o impacto dos elementos do cenário de serviços de restaurantes na qualidade geral percebida por clientes, esta pesquisa qualitativa propõe a identificação dos elementos de maior e menor importância no ambiente do restaurante tanto para gestores quanto para clientes, por meio de entrevistas em profundidade. Ao total, 10 restaurantes com ticket médio acima de R$ 51, de sistema a la carte e localizados em Florianópolis fizeram parte da amostra. Foram entrevistados os gestores destes restaurante e 20 clientes que frequentam, pelo menos, duas vezes por mês restaurantes desse tipo e que gastam, em média, o valor referido. Além disso, também foi realizada a coleta de dados por observação pessoal, na forma de Cliente Oculto, nos restaurantes investigados. De posse das visões de clientes e gestores, foi possível elencar os elementos mais importantes no ambiente do restaurante para os clientes, confrontar com o entendimento dos gestores e, por fim, identificar possíveis lacunas de qualidade do serviço. Além disso, um modelo teórico foi proposto com base no Modelo de Cenário de Serviços de Bitner (1992), no modelo de Lacunas de Qualidade em Serviços de Parasuraman, Zeithaml e Berry (1985) e no Modelo de Santos (2006). Esse modelo teórico construído propõe a customização para diversos setores de serviços. Entre os resultados encontrados, identificou-se que os elementos mais importantes do cenário de serviços de restaurantes, na visão dos clientes, são temperatura, música, cores e iluminação. De acordo com a posição dos clientes a respeito desses e de outros elementos, pode-se concluir que a satisfação dos clientes com o ambiente envolve, em especial, sensações de conforto e segurança. Mais que a beleza e arquitetura do local, as pessoas valorizam aspectos que lhes deixem confortáveis e seguras, seja conforto visual, térmico, sonoro ou alimentar
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Čuchranová, Mária. "Analýza vernostného programu reštaurácii Ambiente." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-150257.
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The thesis is focused on the area of loyalty programme. Its aim is to analyse the loyalty programme of Ambiente restaurants called The Programme for Friends of Good Food and to compare it with the old method of rewarding customers that the company used to have before they launched the programme. The theoretical part of this thesis describes the position of loyalty programme in marketing and explains the basic terms as marketing and commercial communication, marketing mix, communication mix, sales promotion and its different forms. In connection with the loyalty programme, the terms as customer loyalty, satisfaction and value are explained. It is also described the customer relationship management and the ways how the loyalty programme can be measured. In practical part, there is an introduction of the Ambiente restaurants group and its previous method of rewarding customers and description of the new loyalty programme.
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Lovda, Kathryn Lynn. "THE OHIO BAR AND RESTAURANT RECYCLING TOOLKIT: A RESOURCE DESIGNED TO ASSIST BARS AND RESTAURANTS IN IMPLEMENTING AN EFFECTIVE RECYCLING PROGRAM TO HELP MEET OHIO’S DEMANDS FOR RECYCLED GLASS." Miami University / OhioLINK, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=miami1416995518.
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Matson-Barkat, Sheila. "Des expériences sensorielles aux sens des expériences : une approche CCT de l'expérience des touristes au restaurant." Rennes 1, 2012. http://www.theses.fr/2012REN1G011.
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Le marché mondial de tourisme évoluant à toute vitesse, notre recherche a comme objectif d'apporter un approfondissement de la compréhension d'une expérience touristique très répandue, celle du tourisme au restaurant. Plus précisément, en ancrant notre recherche au sein de la CCT (Consumer Culture Theory), nous nous intéressons au sens de ses expériences pour les touristes. Avec une approche sans a priori, inspirée de la Grounded Theory, et en mettant en place des méthodologies ethnographiques, nous allons à la rencontre des touristes français et international en Bretagne. L'interprétation du corpus permet d'observer l'émergence de plusieurs sens saillants de l'expérience au restaurant pour les touristes, notamment et entre autre, celui de l'appropriation culturelle et en ensemble de sens sociaux. Cette recherche confirme l'intérêt des approches CCT dans la recherche s'intéressant aux touristes et ouvre la voie vers de nouvelles recherches, notamment concernant l'expérience des touristes en famille.
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Burger, John Michael. "A qualitative analysis of the need-satisfying experiences of the customers of a niche-restaurant." Thesis, Port Elizabeth Technikon, 2003. http://hdl.handle.net/10948/260.
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Tradition dictates that marketing decision-makers remain accurately aligned with the dynamic and vacillating need structures of the target markets they serve. To comply with this caveat, a time-honoured and largely unchallenged philosophy of customer orientation has been applied. Theory further strongly contends that if such a business stance is vigilantly and diligently applied, any firm is bound to gain a competitive edge in the market place. A weakness in the above marketing mindset is the perception that when a spectrum of business elements are orchestrated and focussed on customers, target audience members will automatically be satisfied and return their patronage. This so-called marketing concept has undergone major reevaluations over the past decades, and it is now becoming ever more prevalent to witness varied permutations of new marketing architecture evolving in literature and practice. The unit of analysis selected for this research study is a niche restaurant that flouts many of the rudimentary traditional rules of marketing and iconoclastically succeeds despite all counter-logic. What such organisations have been practicing, albeit unknown to themselves, is a new way of business - a stance that has only recently been taken seriously by academics, writers and marketing professionals. These intuitive marketers are succeeding in niche businesses, despite going against the tide of the ingrained paradigm mindsets of conventional marketing stalwarts. Such niche business people have discovered is that there is more to satisfying consumer needs than simply honing in and understanding what the basic needs of designated audiences are. A growing band of new age marketers have been challenging orthodox marketing philosophy. Tofler, the visionary futurist, alluded to a host of unarticulated psychic consumer needs that would emerge as society drifted into a clinical and dispassionate ‘new’ millennium. In a world geared to instant gratification, fast-paced living and mechanistic social interactions, jaded consumers seek recognition as individuals (Tofler, 1970). They quest for inclusion rather than exclusion. They need a place to feel safe and find solace. Hence, it is now clear that simply attempting to satisfy the fundamental dimensions of consumers’ needs is no longer sufficient. Consumers rather seek the fulfilment of an holistic band of experience dimensions. Increasingly, phrases such as “winning consumer hearts and minds” are entering the vocabulary of marketers on a regular basis. The present vogue is to isolate and then include a range of intangible elements that are embodied in the process of satisfying customers needs. However, despite a growing awareness of the significance of mental-need satisfiers, in the specific domain of this investigation there is sparse evidence in literature of the mechanics of such novel thinking. The study unit is a second generation restaurant where many of the hollowed cornerstones of conventional marketing are inadvertently flouted. Different sets of rules of engagement seem to apply to their customers, who are also their most ardent advocates. A unique philosophy and business ethos also appears to prevail. In the study, the idiosyncratic characteristics which socially and competitively differentiate such a business were identified, explored and expiated. The constituents were then harmonised in an effort to establish what ‘it’ was that magnetically attracted patrons back despite the owner’s unintentional dismissive predisposition towards fundamental theory. As a result of this in-depth qualitative study, an holistic model encompassing all of the dimensions of a dining out experience at a niche restaurant have been proposed. Consequently the pillars upon which a sustained, enduring, loyal staunch customer base can be bed-rocked have been identified. Further, for the study unit, a typology of its diner corpse has been developed. The owners of the establishment under investigation have succeeded to provide an intimate family haven for their patrons. They, and their diners have collectively given strong, descriptive voice to the psychogenic need satisfying elements that have always existed, but to date have been unarticulated and unrecorded. This thesis brings the milieu of the iconoclast niche restaurant marketing practitioner to life.
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Jauregui, Usquiano Luis Ricardo, and Lozada Lilian Stefani Zapata. "Estrategias comerciales para el restaurant Di Limón, en la ciudad de Lambayeque 2017." Bachelor's thesis, Universidad Católica Santo Toribio de Mogrovejo, 2019. http://hdl.handle.net/20.500.12423/2210.
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Para la presente tesis se realizó un análisis previo identificando la carencia de tácticas por lo que se propuso Estrategias comerciales para el restaurant turístico Di Limón, basado en el modelo de Lovelock, el cual abarca 8P´s para el marketing de servicios, haciendo hincapié y adaptación a nuestra realidad solo se tomó 7P’s para el desarrollo de la investigación debido a los datos que se tenía al alcance. El restaurant turístico se encuentra ubicado en la ciudad de Lambayeque, por lo que el objeto de estudio se realizó en la misma localidad y se tomó en cuenta a consumidores de comida criolla. La presente tesis fue de enfoque mixto y de tipo descriptivo con una muestra aleatoria simple donde sus instrumentos de recolección de datos fueron la entrevista y la encuesta. Se realizó entrevista al dueño de la empresa para evaluar aspectos generales respecto a las estrategias que aplica o que considera que aportan con su desarrollo, y por otro lado se realizó 376 encuestas seleccionando personas que pertenezcan a la PEA y estén incluidas en el sector socioeconómico (AB, C) para conocer la percepción del cliente mediante el modelo planteado para la mejora de las estrategias. La recolección se realizó mediante el programa excel el cual nos ayudó con el análisis y traspaso de datos de todas las encuestas, mostrando como resultado las preferencias de los clientes. Como conclusión se determinó que el dueño y los clientes respondían favorablemente al modelo de servicios utilizado en la investigación y este a su vez ayudaría al desarrollo y mejora del servicio del restaurant Di’ Limon.Tesis
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Yoon, Hae Jin. "Consumers’ Food Choice at a Restaurant Depending on Nutritional Information and Nutritional Menu Context." The Ohio State University, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=osu1250266713.
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Blümelová, Johana. "Využití moderních technologií ve stravování: podnikatelský plán založení restaurace, kde si zákazníci sami navrhují pokrmy." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-74905.
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The aim of the thesis is to elaborate a business plan for establishing a restaurant (pizza) as a basis for negotiations with investors, and assessing the viability of the business plan. The theoretical part presents the specifics of catering business with an emphasis on legislative requirements; it also deals with marketing analysis and design of marketing strategy. The practical part contains the business plan with all its elements -- establishment of the company and choice of legal form, description of the technological solutions to complex business information system, marketing analysis and strategy and concludes that the operational and financial plan andzávěreč assess the expected financial results.
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Shcheglov, Sergii, and Iuliia Shcheglova. "Retention of the restaurants’ customers." Thesis, Gotland University, Institution 2, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hgo:diva-426.
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Aim of this paper is to describe and analyze why customers come back to the restaurants, what influence their decisions. During the research we formulate 2 hypotheses. Hypotheses 1 – most reasons of the restaurants’ customers retention can be associated with restaurants’ service elements adapted from the 8Ps of Service Marketing Model. Hypotheses 2 - retention and loyalty have unidirectional relation – loyalty means retention of the customer, but retained customer doesn’t mean loyal. The results of empirical research support both hypotheses. Also during the empirical research we have highlighted some interesting results which are visualized in Illustration 5.1, Illustration 5.2 and Illustration 5.3. In research qualitative and quantitative approaches are used. Data collection method is interview. One deep interview was conducted with restaurant manager in order to enhance the quality of results interpretation. The results of the research can be used by marketers especially in restaurant sphere in order to better understand what influence customers’ behavior and why they come back to the service provider. Also restaurants’ managers can use our findings as a tool to increase the retention rates by adjusting relevant restaurants’ service elements within their restaurant.
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Pinto, Maria do Carmo Vassalo Bernardino Marques. "Plano de marketing para a antiga Fábrica de Queijadas de Sintra-Piriquita." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/10700.
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Mestrado em MarketingA Piriquita, conhecida como a Antiga Fábrica de Queijadas de Sintra, é uma pastelaria que está inserida no mercado de restauração há mais de 160 anos, sendo reconhecida por fabricar e vender os melhores produtos regionais sintrenses - travesseiros e queijadas de Sintra. Esta pastelaria, que tem conseguido manter o sucesso adquirido nas últimas décadas, pretende sair da sua zona de conforto - mercado local - através de uma aposta em novos mercados. Para este efeito é necessário, em primeiro lugar, melhorar alguns fatores tanto a nível de gestão, como de comunicação e marketing, que é, atualmente, praticamente inexistente. Assim, este trabalho de projeto tem por objetivo o desenvolvimento de um plano de marketing para a "Piriquita", com vista a melhorar esses aspetos e, consequentemente, aumentar a sua notoriedade e volume de vendas, maximizando, assim, os seus lucros. Com a realização deste estudo, é possível concluir que, nos dias de hoje, a aposta em ferramentas de gestão, comunicação e marketing é cada vez mais imprescindível e determinante para a sobrevivência de qualquer empresa, independentemente do ramo em que está inserida. Significa isto, pois, que todas as empresas, incluindo a "Piriquita", deviam estar sempre atentas e focadas neste propósito, reforçando os seus esforços nas variáveis de marketing-mix, devendo o seu principal foco ser o P de Promotion - Comunicação.
Piriquita, known as the "Old Queijadas Factory from Sintra", is a pastry that operates in the market for more than 160 years, being recognized for the manufacture and sale of the best local regional products from Sintra, named Travesseiros and Queijadas. This pastry has been able to maintain the success acquired and recognized in the last decades, and has now the intention to leave its comfort zone "local market" through a bet in new markets. For this purpose, it will be fundamental, in first place, to develop new management strategies and improve some aspects of marketing and communication, which is, presently, almost non-existent. So this research project aims and intends to develop a marketing plan for "Piriquita" with the purpose of improving these aspects, increasing its brand awareness and sales and maximizing its profits. With this study, it is possible to conclude that nowadays, management tools, communication and marketing are becoming increasingly indispensable and crucial for the survival of any company, irrespectively of the market where it operates. So every single company, including "Piriquita", should be always focused in this purpose and must concentrate its main efforts in all marketing mix variables, especially on the P of Promotion.
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Pluháček, Stanislav. "Uplatnění marketingu v sektoru služeb." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2012. http://www.nusl.cz/ntk/nusl-223645.
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This thesis deals with marketing of hotel services for the Hotel Celnice, located in the town of Breclav in the heart of the Lednice-Valtice area. It discusses the marketing mix of hotel and try to find weaknesses in this area and suggest improvements that would lead to better communication and economic outcomes.
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Poças, Inês Fernandes. "Planeamento em comunicação integrada de marketing : elaboração de plano de comunicação de marketing para a empresa Zomato." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/11083.
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Mestrado em MarketingEste trabalho de projecto é um Plano de Comunicação Integrada de Marketing para a empresa Zomato, uma plataforma online de descoberta de restaurantes presente actualmente em 22 países. Este plano constitui uma ferramenta de planeamento e operacionalização indispensável para a gestão integrada da comunicação de uma organização. O mercado alvo deste projecto será o da Grande Lisboa e para sua elaboração foi adoptado o modelo conceptual de Clow e Baack (2011). O estudo qualitativo efectuado teve a action research como estratégia de investigação. Procedeu-se à recolha de dados primários, através de um questionário online, e de uma entrevista semi estruturada ao country manager da Zomato Portugal, Miguel Ribeiro. A restante informação necessária para a elaboração do plano foi obtida através da recolha de dados secundários. Com os dados obtidos foi possível elaborar diversas análises (interna, externa, de posicionamento e de comunicação da concorrência) e definir objectivos, segmentação, público-alvo e posicionamento desejado. Foram seleccionadas as seguintes áreas de actuação: comunicação do serviço, comunicação com media, comunicação online, eventos, parcerias e responsabilidade social. O plano tático a implementar no espaço de um ano, foi elaborado de forma a atingir os objetivos propostos. Foram ainda previstos métodos de avaliação e controlo.
This project is a Marketing's Integrated Communication Plan for Zomato, an online platform for restaurant search and discovery, currently present in 22 countries. This plan represents a planning and organization tool, essential to any organization?s integrated communication management. The target market for this project is the area of Greater Lisbon and for its execution the conceptual model of Clow and Baack (2011) was adopted. The qualitative study performed had action research as its research strategy. Primary data collection was obtained through an online survey and a semi-structured interview to Zomato Portugal's Country Manager, Miguel Ribeiro. The remaining information needed for this work plan was obtained through secondary data collection. With the collected data, it was possible to develop several analysis (internal, external, positioning and competitor's communication) and define goals, segmentation, target-audience and desired positioning. The following fields of action were selected: service's communication, media communication, online communication, events, partnerships and social responsibility. The tactical plan, to implement within a year, was developed in such a way as to meet the proposed objectives. Methods of evaluation and control were also presented.
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Casella, Azañedo Gianella Alexandra. "La calidad de servicio y la atmósfera del local como determinantes de la intención de revisita en restaurantes temáticos en el sector AB en Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/652760.
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Este trabajo de investigación muestra la relación entre la calidad de servicio y atmósfera del local con la intención de revisita en los restaurantes temáticos, específicamente del sector AB en Lima Metropolitana. Mediante este trabajo se analizarán y evaluarán las diversas dimensiones que poseen las variables mencionadas. A su vez, se observarán las estrategias que utiliza este sector para incentivar el retorno al local.
Los restaurantes temáticos son una tendencia actualmente en el mercado, puesto que se diferencian frente a los restaurantes tradicionales. Presentan una temática específica generando una experiencia diferente hacia el consumidor. Destacando su calidad de servicio, es decir, la atención personalizada, conocimiento de carta por parte del mesero y la calidad del producto; y atmósfera: el ambiente del local y elementos de diseño. Sin embargo, dichos elementos no son suficientes para que el exigente consumidor tenga intención de retornar al restaurante.
A través del estudio cualitativo y cuantitativo, que incluían entrevistas al público objetivo, expertos en el tema de investigación y encuestas por Google Forms, se comprobó que existe una relación entre la calidad de servicio y atmósfera del local con la intención de revisita. El cliente cuenta con expectativas altas, las cuales el restaurante temático no estaba cumpliendo. Al ser un restaurante diferencial, se espera una atención sumamente personalizada, con buenos productos y un ambiente que traslade al comensal a la temática que propone el restaurante, así como una interacción entre local y consumidor generando que este tenga una buena experiencia y aumente la probabilidad de revisita.This research work shows the relationship between the quality of service and atmosphere of the premises with the intention of revisiting in thematic restaurants, specifically the AB sector in Lima Metropolitana. This work will analyze and evaluate the various dimensions of the above variables. In turn, the strategies used by this sector to incentivize return to the premises will be observed. Themed restaurants are currently a trend in the market, as they differ from traditional restaurants. They present a specific theme generating a different experience towards the consumer. Highlighting its quality of service, that is, personalized attention, knowledge of the menu by the waiter and the quality of the product; atmosphere: the atmosphere of the place and design elements. However, those elements are not sufficient for the demanding consumer to intend to return to the restaurant. Through the qualitative and quantitative study, which included interviews with the target audience, experts on the subject of research and surveys by Google Forms, it was found that there is a relationship between the quality of service and atmosphere of the premises with the intention of revisit. The customer has high expectations, which the themed restaurant was not meeting. Being a differential restaurant, we expect a highly personalized attention, with good products and an atmosphere that brings the diner to the theme proposed by the restaurant, as well as an interaction between local and consumer generating that it has a good experience and increases the likelihood of revisit.
Trabajo de investigación
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Pahome, Thanadon, and Narat Amorntatkul. "How sensory marketing applies to the hotel and restaurant industry in order to influence customer’s behaviour in Thailand." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12634.
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Asperin, Amelia Estepa. "Exploring brand personality congruence : measurement and application in the casual dining restaurant industry." Diss., Manhattan, Kan. : Kansas State University, 2007. http://hdl.handle.net/2097/395.
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Petříková, Martina. "Návrhy na zlepšení služeb hotelu Prometheus." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-377606.
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The diploma thesis is focused on the quality of provided services of Prometheus Hotel in Brno. This hotel has already provided services of high quality to its customers but it has faced low summer occupancy and a high staff turnover problem. This diploma thesis is based on concrete and real economic, technical and operational data of Prometheus Hotel. The design part presents possible measures that eliminate low occupancy during the summer months as well as high turnover of employees. Other design parts contribute to the overall prosperity of Prometheus Hotel. The implementation of the proposed measures requires a considerable amount of costs, but they should lead to an increase in the services provided throughout the hotel.
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Grešo, Juraj. "Impacts of Consumer Behavior Theory on a Start-up Business." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-114366.
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The thesis presents a general examination of Engel, Blackwell and Miniard's model of consumer behavior, elements of consumer behavior, consumers' attitudes towards health and nutrition issues, and practical application of those findings in development of marketing strategy and tactics for new restaurant concept located in Bratislava, the capital city of Slovak Republic and focused on professional and recreational athletes. This thesis shows main characteristics and specifications of consumer behavior. It describes relations and psychological motives that exist between human sensory systems and consumers' purchasing process. Thesis is based on comparison between theory and reality in consumer behavior. The main aim of this work is to build a basis for development of comprehensive marketing strategy for FitHouse RestaurantsTM, a newly established restaurant concept aimed to provide proper nutrition for professional and recreational athletes. Partial aims of first - theoretical part are to examine consumer behavior and specify consumer's purchasing process in several steps. Second -- research part aims to identify elements that influence consumer decision-making process and attempts to put them in perspective of a consumer opting for healthy lifestyle. It further aims to understand consumer through author's own online survey on sport, nutrition and attributes of an ideal restaurant for healthy lifestyle. Third - practical part presents framework for development of real marketing strategy for FitHouse Restaurants based on results and findings acquired in first and second part of the thesis. It presents ideas and tactics that will help FitHouse Restaurants attract enough customers and succeed on market.
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Flink, Mathias Gustaf, and Carl Beling. "Food for thought : A study on the digitalization of restaurant interactions." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-332264.
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This study is grounded in the evolving perspective of Service Marketing, Service-Dominant-Logic and ServiceLogic and aims to provide a holistic view of how the digitalization of interactions affects the service provided by the restaurant and in turn the customers’ value creation processes. More exactly, the study examines a digital system for information exchange, order placements and payments in a restaurant on the Swedish market. The study adopts a qualitative approach and data has been collected through the use of unstructured observations and semi-structured interviews. The findings are that the system for digital interactions has both positive and negative effects on valuecreation. It also changes other aspects of the service not directly linked to the system. If this ultimately creates more or less value for the customers is believed to depend on the customers’ individual differences, but if the system is used as a complement to the already existing service rather than as a substitute of the human interaction there are opportunities for a successful implementation.
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Repčíková, Andrea. "Marketingový plán vybraného podniku cestovného ruchu – reštaurácia Aura." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-262220.
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The subject of the presented Master´s thesis is to create a marketing plan for the restaurant located in Slovakia, namely restaurant Aura. The thesis is divided into two parts. The first part is theoretical with definition of the basic termonology of marketing planning. The second part presents a specific marketing plan which includes, among other things PESTLE analysis of the Slovak Republic, analysis of the internal environment of the company and finally determining marketing goals and marketing strategies to achieve them.
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Teixeira, Rita Pacheco Nobre Madureira. "Plano de negócio para a criação do Restaurante Pigmeu." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/11192.
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Mestrado em Ciências EmpresariaisApesar da acentuada crise económica vivida em Portugal, o setor da Restauração é o que tem apresentado os melhores resultados de crescimento e aumento de postos de trabalho, contribuindo com 4,9% para o Produto Interno Bruto em 2013. Este trabalho de projeto tem como objetivo a elaboração de um Plano de Negócio para a criação de uma empresa - Trinca na Mesa - que pretende alavancar a sua atividade num restaurante especializado em sandes e petiscos de Porco e em produtos nacionais, almejando a sua implementação e expansão num futuro próximo, criando novos conceitos e novas formas de explorar o mercado existente. Para estruturar este projecto foi realizado um Projeto de Pesquisa, que utilizou diferentes fontes de forma a adquirir informação relevante para o mesmo. Foram comparadas diferentes metodologias, sendo que o modelo escolhido foi o de Harvard. Realizou-se um questionário quantitativo de resposta fechada elaborado propositadamente para efeitos de tomada de decisão que contou com 665 respostas. Da análise das respostas ao questionário importa salientar que 93,2% consomem carne de porco e que 79,8% fazem-no de 1 a 3 vezes por semana. O plano financeiro realizado para sustentar e conduzir a criação deste negócio financiado com capitais próprios dos quatro sócios da empresa demonstrou que o restaurante é viável e que atingirá, segundo as projeções, o break-even no final do primeiro ano de atividade. Apesar da forte concorrência da indústria, tudo leva a crer que o PIGMEU tem lugar para crescer e até expandir.
Despite de severe economic crisis experienced in Portugal in the last few years, the Restaurant segment has shown the best growth results, it has increased employment in the industry, representing 4,9% of the Gross Domestic Product in 2013. This project aims to draw up a Business Plan for starting a business - Trinca na Mesa - which intends to leverage its activity in a restaurant specialized in pork sandwiches and snacks and also portuguese products, targeting the implementation and expansion in the near future, creating new concepts and new ways to exploit the existing market. To structure this project, it was conducted a research project using different sources in order to acquire relevant information for the same. Different methods were compared, and the model chosen was Harvard. A quantitative survey of closed responses was purposely designed for decision-making support and had 665 responses. It matters to notice that 93.2% consume pork and 79.8% do it 1-3 times a week. The financial plan demonstrated that the restaurant is viable and will reach, according to projections, the break even at the end of its first operations year. Despite the strong competition in this segment, we can say that PIGMEU will take place to grow and to expand.
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Rabines, Grippi Darío. "Plan de negocios para un restaurant en el departamento de Godoy Cruz." Bachelor's thesis, Universidad Nacional de Cuyo. Facultad de Ciencias Económicas, 2013. http://bdigital.uncu.edu.ar/7063.
Full textAbstract:
El presente trabajo desarrolla un plan de negocios que evalúa los aspectos críticos en la inversión para instalar un restaurante. Se evalúan técnicamente las operaciones requeridas para el éxito financiero del negocio, que abarcan el estudio del mercado, la definición del cliente objetivo, la administración de riesgos, la administración de personal, el análisis económico financiero, y finalmente las conclusiones.Fil: Rabines Grippi, Darío. Universidad Nacional de Cuyo. Facultad de Ciencias Económicas.
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Hsu, Ying-Hsin, and 許尹馨. "The Marketing Strategy of Exotic Restaurants – A Case Study of D Restaurant." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/4mm3aq.
Full textAbstract:
碩士銘傳大學
企業管理學系碩士在職專班
107
In recent years, the increase in the consumption of Chinese people and the increase in spending power have led to higher levels of satisfaction in dining, and high acceptance of exotic food and culture. However, in the case of competition in exotic restaurants, how to improve consumers’ Purchase intention is one of the issues that restaurant operators value. Therefore, the main purpose of this study is to explore the impact of product quality, service quality and restaurant image on consumer repurchase intentions in D restaurant, and to set marketing strategies for market segmentation clusters. In this study, consumers who ate D restaurants were selected as questionnaires. A total of 202 valid questionnaires were collected, and SPSS statistical software was used for narrative statistics, reliability and validity analysis, regression analysis and cluster analysis. The results of the study found that although "product quality", "service quality" and "restaurant image" have a significant positive relationship with consumers repurchase intentions, different clusters have different aspects for the satisfaction of facets. For example, According to the difference between the popular and non-student students, the popular popular students have a variety of menus and delicious meals, while the popular non-student meals are quickly served. Finally, according to the results of research and analysis, different marketing strategies are given for different clusters, and it is expected that restaurant-related operators can be provided as a reference for management to increase consumers willingness to repurchase the restaurant.
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Batista, Adelaide Marques Portela. "Food for wine lovers: a restaurant repositiong." Master's thesis, 2012. http://hdl.handle.net/10071/5475.
Full textAbstract:
A presente tese de mestrado é um projeto-empresa em cooperação com o Clara Chiado, um
restaurante, wine bar e loja gourmet destinado à classe média-alta, localizado no coração de
Lisboa cujas receitas mensais diminuíram consideravelmente ao longo dos dois primeiros
anos de negócio.
Depois de identificado o problema, foi analisada toda a envolvente macro-económica externa,
o sector, a concorrência e o consumidor de forma a identificar as oportunidades existentes.
Foi igualmente feita uma exaustiva análise interna, que permitiu a identificação da principais
lacunas do restaurante, e uma revisão de literatura, que permitiu a extração de importantes
conclusões.
Apesar da atual crise económica, o consumidor-tipo do restaurante manteve o seu poder de
compra e o gosto pelas refeições fora de casa pelo que o problema não estava relacionado
com os preços praticados mas sim com a falta de diferenciação e os fracos benefícios
percebidos pelo cliente.
A solução encontrada para aumentar o valor e a notoriedade da marca, reconquistando um
maior número de clientes e valor médio de compra foi um reposicionamento do conceito.
Assim, foi elaborada toda a componente estratégica associada ao reposicionamento e proposta
uma adaptação operacional do Marketing Mix dos Serviços, maioritariamente focada na área
do produto, serviço e comunicação externa/interna.
O reposicionamento resultou no desenvolvimento de um conceito assente na experiência
associado a um produto inovador para um target exigente. A proposta vem reforçar as
principais forças encontradas e criar novas vantagens competitivas, sem esquecer a
concorrência e as limitações monetárias inerentes a qualquer pequena empresa.The present master thesis is a company project made with the cooperation of Clara Chiado, a middle-up class restaurant, wine bar and gourmet store located in Lisbon, which monthly revenues have been decreasing during the first two years of the business. After identifying the problem, it was analysed the macroeconomics environment, the sector, main competitors and consumers to detect the major trends and opportunities. It was also made an exhaustive internal analysis, where the main gaps creating the problem were identified, and also a literature review that allowed extracting important conclusions Despite the current economic crisis, Clara Chiado target kept its buying power and the pleasure of dinning out, thus, the restaurant problem was not correlated with its price policy but with the lack of differentiation and low benefits perceived by the clients. The solution found to increase the brand awareness and equity and conquer a bigger number of clients and higher average purchases was the concept repositioning. Thus, it was made the whole strategic component associated to the repositioning and proposed a correspondent operational adaptation to the Services Marketing-Mix, mainly focused on the product, service and on the external and internal communication. The repositioning resulted in the development of an experiential concept associated to an innovative product focused on the demands of an exigent target. The proposal reinforces the major strengths found and creates new competitive advantages, without forgetting the competitors’ positioning and the monetary limitations typical of any small enterprise.
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Yeh, Bu-Chin, and 葉步欽. "Research of Hakka Restaurant Marketing Strategy -Take Taoyuan City X Restaurant as an Example." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/m8bj4x.
Full textAbstract:
碩士萬能科技大學
經營管理研究所在職專班
104
This propose of the study was to examine cultural features and its marketing strategies of Hakka restaurants through the literature review, participant observation and in-dept interview. This study interviews X Hakka restaurant’s managers and cuisine cultural scholars through compiling information and understanding the Hakka dining industry current situation. By extensively collecting data can be summarized, raising the marketing competition of Hakka restaurants, exploring Hakka delicacy restaurants managing the strategies and looking for the problems that the Hakka restaurants may suffer and proposing a resonable solution. It is hoped that the optimal marketing strategic model for Hakka restaurants can be summarized. The final purpose of business management and marketing strategies applied, lies in the restaurant’s managers taking different measures to face problems. If the result of the study analysis doesn’t have useful value, its effort is just empty talks. As a result, this study through the marketing strategies planning and disscussed the advantages, disadvantages, opportunties and threats of Hakka restaurants on the SWOT analysis and through the STP analysis to the Hakka restaurants interior and exterior environment researched and analyzed, found the issues of current marketing srrategies and for making this study able to produce efficiencies and contributions on the actual situation; therefore, collecting information, data analysis and summarizing, and making a conclusion. The results are as follows : （一）Make good use of traditional advantages and preserve the orginal creative purpose ,「creation」 Hakka cuisine. （二）Combine resources and create opportunities , increasing additional value of marketing Hakka resturants. （三）Marketing strategies are in the center of consumers and can take account of planning the united recreational area. （四）Combine networks to bring to Hakka restaurants sustained development and marketing all over the world. The society, economy and environment keep on changing and produced many different problems. No matter what the marketing strategies aims at Hakka dining industry and operation methods all to adjust moderately, but no matter how to change whether the social prosperity and the direction of economy or not. As long as people can extend a field of vision and clear market demands, they can hold business opportunities and stand in an invincible position .So, this study use collecting data into summarizing information and use this delivering to become their wisdom, let this literature become valuable business information and further references for the future marketing strategic planning of the Hakka restaurants .