Digital Tools for Fast Food Takeaways: A Critical Analysis

This report examines the use of digital tools or channels in improving the profit of fast food takeaways in Oldham. It includes a literature review on the use of digital tools to generate business and a critical analysis of digital tools used by a local takeaway. The report also provides recommendations for the local takeaway. The research methodology includes research philosophy, design, approaches of research, and strategy for research.

WHAT LITERATURE IS OUT
THERE REGARDSIGN DIGITAL
MARKET

Table of Contents
INTRODUCTION...........................................................................................................................3
Research questions...........................................................................................................................3
Objectives........................................................................................................................................3
Literature review..............................................................................................................................3
Theme 1 – use of digital tools to generate business....................................................................3
Theme 2- critical analysis of digital tools used by a local takeaway...........................................4
Methodology....................................................................................................................................4
Research philosophy....................................................................................................................4
Research design...........................................................................................................................4
Research approach.......................................................................................................................5
Time horizon................................................................................................................................5
Research strategy.........................................................................................................................6
REFRENCES...............................................................................................................................7

INTRODUCTION
Digital marketing refers to advertising or providing information to customers about new
product. There are different digital channels which can be used like, search engines, websites,
social media, email and mobile apps (Saura, 2021). Flames smokehouse is the restaurant in
Oldham which provides fast food and attract customers. The report examines, research questions,
objectives, literature review about the use of digital tools or channels in improving profit of fast
food takeaway in Oldham. Research methodology which includes, research philosophy, design,
approaches of research and strategy for research.
Research questions
How digital marketing tools or channels improve profit of a fast food takeaway in Oldham?
Objectives
 To understand use of digital tools as a means to generate business.
 To critically analyse tools used by a local takeaway in Oldham.
 To provide recommendations for the local takeaway.
Literature review
Theme 1 – use of digital tools to generate business
According to Bala and Verma, (2018), digital tools help in generating more profit as with
the help of different channels promotion of product can be done. This helps in attracting people
and increase sales of company. Digital marketing helps in covering wide area and more people
get information about new product. Nowadays, there are different tools available by which
information can be provided to customer like, social media networking, email, apps etc. This can
be used by an organisation to attract people and more revenue can be generated.
On the other hand Herhausen and et.al. (2020), there are some disadvantages of digital
marketing like, increase dependability on technology, security and privacy issues. Using digital
marketing tools requires huge investment and increase worldwide competition through
globalisation. There is high transparency of pricing and increase price of products.
According to Pandey, Nayal and Rathore (2020), It is essential for a company to use
digital marketing tools as it helps in creating good image in market and business can run
smoothly. Nowadays, home delivery service is provided by restaurants to satisfy need of

customer and this helps in increasing sales of an organisation. To gain competitive advantage
digital marketing tools is used by company because it is the best way to satisfy need of people.
Theme 2- critical analysis of digital tools used by a local takeaway
According to Chaffey and Ellis-Chadwick (2019), digital tools is used by a local takeaway
like, touchscreen point of sale terminals, order and pay at the table, online ordering software etc.
It is important to use digital tools so that customers can be attracted and more revenue can be
generated. It is essential to provide relevant information to customers so that they can know
about new product. Digital tools is used by a local takeaway and it has positive impact as it helps
in generating more revenue. Local takeaway wants to increase their profit and they use digital
channels to attract customers and helps in building positive image in market.
Hanlon (2019) elucidated that, digital tools used by a local takeaway has negative impact
because it requires huge investment and time is wasted. For a local takeaway it is difficult to
invest money in digital marketing because there is no guarantee that it help in increasing sales of
company or not. So, digital marketing tools has some disadvantages which can affect
performance of organisation and company has to suffer loss. Tools of digital marketing like,
search engine optimization, advertisement, email marketing, social media marketing and content
marketing. These tools has disadvantages because if customers are not attracted by advertisement
or has negative impact of these advertisement then it is loss for company. Sometimes, people get
half information on social networking sites and they create bad image about a product.
Methodology
Research philosophy
Research philosophy means a belief about way in data is gathered or analysed. There are two
types of research philosophy i.e., positivism and interpretivism. In this research study,
interpretivism research philosophy is used because it includes observing the social world and it is
beneficial in qualitative research. Interpretivism philosophy helps in gathering primary data and
relevant information is collected. This philosophy is trustworthy and help researcher in collecting
correct details which is beneficial in achieving aim and objectives (Snyder, 2019).

Research design
Research design refers to the framework of research methods which is used by researcher so that
relevant details can be gathered. There are different type of research design which can be used by
researcher like, descriptive, correlational, experimental, diagnostic and explanatory research
design. Descriptive research design is used in this research study because it helps in observing
and describing behaviour of a subject. Descriptive research helps in analysing data that is
collected and determine data from which results can be find out. Descriptive research design is
beneficial as correct data is collected and objectives of research can be accomplished.
Research approach
Research approach means to make plan or procedure which has steps so that details can be
collected. This helps in gathering relevant information and objectives of research can be
achieved. There are different type of research approach i.e., inductive and deductive approach.
Inductive approach is used in this research because it helps in making systematic procedure for
analysing qualitative data. Analysis is done so that mistakes can be identified and objectives of
research can be achieved (Mohajan, 2018).
Time horizon
Time horizon means to identify time within which research will be completed. This helps in
determining time to complete the research and work is done accordingly.
Activity/Week 1st 3nd 7rd 10th 12th 14th 17th 19th 21th 24th
Type Selection
Literature
Review
Research
Methodology
Sampling
Questionnaire
Preparation

Collecting data
Data Analysis
Data
Rechecking
Final Report
Research strategy
Research strategy refers to step by step plans of action which gives direction to achieve
objectives of research. There are two type of research strategy i.e., qualitative and quantitative
research strategy. In this research, qualitative strategy is used because it helps in understanding
people’s beliefs, experiences, attitudes, behaviour and interaction. Qualitative strategy is
beneficial as it is a open ended process, saves money, understand attitude of people, incorporates
human experience. Survey method is used in the research so that opinion of people can be
determined and plans are made accordingly. Survey of 30 people is done to analyse importance
of digital tools and its impact on organisation. This helps in determining view of people and
digital marketing tools can be used. Ethical principle should be applied in business because it
helps in attracting people and equality is maintained in the research. There are some ethical
principle which can be applied in reseach like, carefulness, competence, confidentiality, honesty,
openness, respect for colleagues, social responsibility and respect for intellectual property. It is
essential to apply ethical principle so that work can be completed on time and it helps in
achieving goals and objectives. Confidentiality should be maintained in research so that
competitors cannot perform better. Reference which are used in the report is mentioned so that
authors can get credit and this is ethical. All the information is kept in confidential place so that
it cannot be leaked. Honesty is maintained while doing this research as citations are done of
authors.
There were some limitations while doing this research like, there was shortage of time due to
which less information is collected. Due to less funds latest techniques are not used. As there was
less funds so much investment was not done on applying latest techniques. There was shortage of
resources more information is not collected due to scarcity of resources. Next time, when

research will be done then more relevant information can be collected and it helps in achieving
goals and objectives.

REFRENCES
Books and Journals
Saura, J. R., 2021. Using data sciences in digital marketing: Framework, methods, and
performance metrics. Journal of Innovation & Knowledge. 6(2). pp.92-102.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering. 8(10). pp.321-339.
Herhausen, D., and et.al., 2020. The digital marketing capabilities gap. Industrial Marketing
Management. 90, pp.276-290.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. Sage.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson uk.
Pandey, N., Nayal, P. and Rathore, A. S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Snyder, H., 2019. Literature review as a research methodology: An overview and
guidelines. Journal of business research, 104, pp.333-339.
Mohajan, H. K., 2018. Qualitative research methodology in social sciences and related
subjects. Journal of Economic Development, Environment and People. 7(1). pp.23-48.