CA60008E - Social Media Marketing and Restaurant Business Growth

This essay explores the use of social media marketing within the restaurant industry, focusing on its ability to engage customers, influence their choices, and achieve branding goals. It discusses various marketing approaches, including the 4Ps (Product, Price, Place, Promotion), and how these elements contribute to developing effective marketing strategies and improving sales. The essay highlights the importance of adapting to digital technologies, such as graphic images, video ads, and business websites, to enhance customer experience and attract new patrons. Furthermore, it emphasizes the significance of information management and business development forecasting in making informed decisions and improving organizational performance for restaurants. The study recommends that restaurants improve their response to online reviews and leverage user-generated content to enhance online visibility and customer engagement.

CA60008E INNOVATION
AND
ENTREPRENEURSHIP

TABLE OF CONTENTS
ASSESSMENT 2.............................................................................................................................3
Essay on social medial marketing................................................................................................3
REFERENCES................................................................................................................................1

ASSESSMENT 2
Essay on social medial marketing
Social media marketing is the network of social to market a business products and their
services. It helps company to engage and interact with the new customers and their existing
customers. Social media marketing include the blogs, advertisement, websites on the various
social network platform such as Facebook, Instagram, twitter, etc. it helps restaurant to their
target audience, dislikes, likes and their interest. This also helps in create a marketing strategy to
influence and attract the new customers as well as existing customers and enhance the customer's
retention.
Marketing is defined as the activities that is undertaken by the company in order to
promote the buying and selling of the product and services and includes advertising, selling and
delivering the products to the end users. The various marketing activities and strategies results in
to making the products and services available to the customers according to their preferences
and requirements. It ensures that the company is also delivering quality products to the customer
and also fulfilling the goals and objectives of the company (Arrigo, 2018). It is analysed that
various marketing approaches are adopted by the restaurant in order to increase its sales. The
restaurant owners focus on increasing its sales by making various modification in its product
mix. An effective product strategy involves addition of new items in the menu by considering the
needs and requirements of the customers. The management implements various changes in the
menu and segment it in order to provide wide variety of the items in the menu.
They focus on adding healthy and nutritious food items for the comfort of the customer
who prefer eating healthy diet. The other approach is the service strategy which is also important
factor for the restaurant owners as they consider that the management should provide best
services for better experience of the customers. Receiving positive feedback from the customers
encourage the restaurant to provide more effective services (Jacobson and Gruzd, 2020). Many
restaurants have the confusion regarding the price while planning for menu. They have to
consider various aspects and set the price accordingly which can be afforded by the guest visiting
the restaurant. In the pricing strategy, the amount are included which charge the raw materials
cost, labor cost, decoration cost of restaurant, regular maintenance cost and other expenses of the
restaurants. The restaurant are charges for the exotic cuisine, dishes which are serves with the
special ingredients, relative price use, deicide price according to the quantity of food, use

complimentary pricing strategy on the items, write price at the end of the menu as well as they
are avoided to putting currency sign on the menu next to price of item (Dedeoğlu, 2020).
Using complementary price on the items is the strategy of the restaurant that helps in
increase sales though offer the discounts on the items or complementary items. Example,
customers can offer the combo pack of 3 items they will get one item free which are mostly cost
effective for the customers with the best quality food and services as well as they enjoy the
restaurant services and it also helps in satisfy the customers. The complementary items pricing
strategy helps in develop and built the restaurant grand image and reputation in the competitive
market.
Service strategy in the restaurant helps in achieve the reputation of the industry as well as
customers retention if they are satisfied with the quality services which are delivered by the
restaurants. In the service strategy, employees should be trained for good customers services
because service are depend on the restaurant employees, and they are responsible for that they
are delivered to the customers. They should serve the clean table, plate and water as well as fresh
food which helps in satisfied the customers. Restaurant management should encourage the
communication between the staff members that helps in their development and new leaning. For
better service strategy they also have to deal with the customers complaint and respond them
with the polite behaviour as well as ensure them the time wait such as offer water, juice , bills,
menus and foods.
Restaurant marketing are important in the present era for promoting the food business to
the attract new customers and it includes all aspects of food for digital marketing. There are
various types of marketing which can bes used by the pillar restaurant for their development and
growth which include the promotions, advertising and occasional tastings to attract more
customer and provide them better facilities and enhance customer experience. In the present
situation, restaurants can use digital technology and achieve the better results for their businesses
in the UK. There are new technologies which are adopting by the companies for the marketing
their business in the competitive market like they can use the graphic images, video ads, business
websites and email ads. The graphic image is the combination of texts and pictures in the image
format and it is used in the advertisements, books and magazines. They can also use the video
ads for marketing the restaurants. The restaurant video marketing helps in connect with the

potential customers on the daily basis as well as providing information before visiting in the
restaurant.
Marketing mix are also important for the sales and manage the effective marketing
systems. In the restaurant industry market mix are refer as 4ps such as product, price, place and
promotion for developing marketing strategy and improving the marketing sales (Devi and
Triyuni, 2021). The product is related with the menus offerings to the customers, pricing is the
menu item price, place is referred as the location and competitive in the market and promotion is
the advertising and deals as well as specials for promotion in the markets.
Nowadays, social media are effectively developed in the restaurant industry in UK. There
are some top Channel which are used by the restaurant for the advertisement and promotion as
well as aware customers with them such as Facebook, Instagram, Pinterest. Etc. social media
marketing are help to the restaurant getting target Market and aware about their competition in
the market place (Amin and Tarun, 2019). It also helps in get customers easily, save time as well
as safe money of banners. The social media platform are mostly use by the young generation as
a marketing platform and the target the demographic customers who are use that social media
platforms. With the help of using social media platform by the restaurant to grow and
development in the business. Business can customize the page for the advertising and promoting
their restaurants with the help of social media marketing. The company can add their menu on
the page so, its helps customers to identify the information about the food and get better interact.
The restaurant can upload the restaurants pictures with decoration because this can attract the
young generation users (Dwivedi, 2021).
Information management are always recognized the value of information and
responsibility of maintaining the integrity, availability and confidentiality. information
management helps in support the serve customers, employees or staff feedback, community
outcomes and generate the shareholders. The information management or data management
include the accuracy and security of data as well as helps in improving the quality of data
integration of data and security. This helps restaurant to understand the availability and data to
make decision, improved their productivity, growth and organisational performance of the pillar
restaurants.
Business development forecasting is the tools which is used for predict the development
like sales and profits of the business. Business forecasting are used for the better development in

the future. In other words, make strategies on the basis of informed prediction. The business
forecasting can be analysed by the past data collection and then predict on the basis of past data
which can be qualitative and quantitative (Bhattarai and Kwong, 2019). It helps in identify the
question and problems through the investigation as well as identify the theoretical and relevant
variables through the past data investigate. Business forecasting helps in recognize and analysis
the actual performance with the forecast and forecasting process provide opportunities to
restaurant industry to improve their performance in the future as well as improve the accuracy of
future forecasting in the business development.
To recommend pillar Restaurant can improve their response on online reviews which
helps to understand the clients and customers as well as they can use the email drive to inform
customers about their visiting. They can use the UGC user generated content which are mostly
used in the restaurant and it is best friend of the restaurants. UGC helps in restaurant to find
online by the new customers.
In the conclusion, social media marketing is use for the business to reach customers and
achieve market target as well as branding goals. It is a form of digital marketing. It helps
restaurant to engaging with the customers and followers as well influence the customers. As the
conclusion, This report discussed the marketing and their approaches as well as its importance
with the 4 P's. this elaborate the social media marketing and restaurant development in the
forecasting.

REFERENCES
Books and journals
Amin, S. and Tarun, M.T., 2019. Experiential Marketing and Customer Satisfaction: A Study on
the Restaurant Industry of Bangladesh. Asian Business Review. 9(2). pp.43-48.
Arrigo, E., 2018. Social media marketing in luxury brands: A systematic literature review and
implications for management research. Management Research Review.
Bhattarai, C.R., Kwong, C.C. and Tasavori, M., 2019. Market orientation, market disruptiveness
capability and social enterprise performance: An empirical study from the United
Kingdom. Journal of Business Research.96.pp.47-60.
Dedeoğlu, B.B., and et.al., 2020. Understanding the importance that consumers attach to social
media sharing (ISMS): Scale development and validation. Tourism Management, 76,
p.103954.
Devi, P.Z.C. and Triyuni, N.N., 2021. Marketing Mix Strategies to Increase Revenue of Le Vista
Restaurant, Chamonix, France. International Journal of Glocal Tourism.2(4).pp.185-
197.
Dwivedi, Y.K., and et.al., 2021. Setting the future of digital and social media marketing
research: Perspectives and research propositions. International Journal of Information
Management. 59. p.102168.
Jacobson, J., Gruzd, A. and Hernández-García, Á., 2020. Social media marketing: Who is
watching the watchers?. Journal of Retailing and Consumer Services. 53.p.101774.
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