Digital Marketing Communication Strategies for a Fast Food Chain

This report analyzes digital marketing strategies for a fast food chain, focusing on the Indian market. It recommends prioritizing digital marketing due to its cost-effectiveness and broad reach, especially considering the dominance of food delivery apps and social media usage. The report suggests utilizing apps like Zomato, Swiggy, UberEats, Dineout, Faaso’s, and FoodPanda for maximum exposure and customer acquisition, while advising against developing a proprietary app due to the established market presence of existing platforms. Social media platforms like Facebook, Twitter, and Instagram are also recommended for promotion. The analysis emphasizes the importance of digital marketing in reaching a larger target market and offering affordable marketing solutions in a competitive environment. The report also includes references to relevant research articles, providing a comprehensive understanding of the subject matter.

Running head: DIGITAL MARKETING COMMUNICATION
Digital Marketing Communication
Name of the Student:
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1DIGITAL MARKETING COMMUNICATION
Introduction
In the advent of digital marketing, the importance and influence of digital marketing
is increasing and it is expected that it will continue to grow in the next decade (Narayanan
and Raja 2020). This study recommends the digital marketing as most promising method and
suggests applications and platforms that would ensure maximum growth.
Discussion
1. Recommend to the owner whether you should give priority to a predominantly
traditional marketing mix or a predominantly digital marketing mix, giving
reasons for your answer and not forgetting that you have a very limited budget
to work with;
Due to emerging trend of digital marketing mainly of food delivery app in
India, as well the increasing use of social media platforms for marketing, it is
recommended that digital marketing is given importance for the restaurant (Durai and
King 2019). There are many reasons for which digital marketing needs to be adopted.
First, digital marketing has the ability to ensure greater brand exposure. Digital
marketing also enables the chance to reach large target markets easily. Second, digital
marketing is cheaper as it provides many opportunities of free marketing and
promotion through social media marketing (Kapoor and Vij 2018). Finally, traditional
marketing has lesser impact upon people as they are more involved in the digital
world with smartphones, which indicates that it has larger chances of attracting the
attention of the majority.

2DIGITAL MARKETING COMMUNICATION
2. Assuming that you recommend that your brand adopts some digital
communications tools as part of its marketing strategy, outline what these tools
would be and give reasons for your choices;
The most useful tools that can be used in India for digital marketing of a fast
food joint are delivery services like Zomato, Swiggy or FoodPanda. Zomato has
become one of the most popular application that people use to find out restaurants.
Studies have shown that the choice of restaurant among the youngsters are largely
guided by the reviews and ratings in Zomato application and in the social media
(Bagla and Khan 2017). Most of the people now prefer ordering food online than to
visit the restaurant physically. This trend is growing and the reason is the simpler
menu of the food delivery applications, savings through coupon codes and promos
and the hassle free experience of these apps.
Social media platforms like Facebook, Twitter and instagram can be used for
promotion of fast food. The reason behind choosing this media is that most of the
promotional activities are free of cost. Restaurants can put up pictures of their menu,
food items and events in the social media pages (Gupta 2019). Instagram is especially
popular for food promotion as the application is based on pictures. Researches show
that twitter is also effective for communicating with target market as it provides the
platform of communication through short and crisp messages that can be used for
announcements and call to action (Ghadiyali 2017).
3. By using whatever research you can access on digital trends in India,
recommend the six most important apps that your brand should promote
through and consider, and, with justification, explain whether you think that the
brand should invest in developing its own app in this national market.

3DIGITAL MARKETING COMMUNICATION
The most important application that the brand should use is Zomato. The
reason behind this choice is that Zomato is presently the most popular choice of
restaurant finder and delivery service for Indian consumers. The registration of the
restaurants is at a minimal cost and it gives maximum exposure to the brand.
Consumers can upload pictures and post reviews and connect them to social media
sites, which enhances promotion (Iyer 2019). Another useful application is Swiggy.
Swiggy is a delivery partner that provides door to door food delivery and has become
one of the most popular choices for Indian consumers. UberEats is also another
popular delivery service that is growing in popularity and the brand should consider
investing in all the three applications.
Dineout is also another application that people are using increasingly. This
application provides discounts in exchange to food coupons bought from the
application (Prabhu and Dongre 2018). This will increase the footfall in the outlet.
Faaso’s is also quite popular food delivery in Mumbai. They provide food straight
from kitchen and thus most people are quite satisfied with their experience. They also
provide customization, which has led to its popularity. Finally, FoodPanda is an
application that can works the same way as Swiggy and UberEats and is quite popular
in Mumbai (Jadhav 2018). Due to the already established market of these
applications, the food joint should not develop their own application as that would be
expensive and would require much planning for promotion.
Conclusion
Evidently, using these applications along with social media platforms, the fast
food chain will be able to bring more customers in limited budget.

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5DIGITAL MARKETING COMMUNICATION
References
Bagla, R.K. and Khan, J., 2017. Customers' expectations and satisfaction with online food
ordering portals. Prabandhan: Indian Journal of Management, 10(11), pp.31-44.
Durai, T. and King, R., 2019. Impact of Digital Marketing on the Growth of
Consumerism. Available at SSRN 3344421.
Ghadiyali, N.P.M.S., 2017. A Study on Customer’s Attitude and Perception towards Digital
Food App Services. AMITY JOURNAL OF MANAGEMENT, p.38.
Gupta, M., 2019. A Study on Impact of Online Food delivery app on Restaurant Business
special reference to zomato and swiggy. International Journal of Research and Analytical
Reviews, 6(1), pp.889-893.
Iyer, B., 2019. A study of consumer behaviour towards food ordering through mobile apps.
Jadhav, S., 2018. Food Ordering Mobile Applications–A new wave in Food
Entrepreneurship. International Journal of Latest Technology in Engineering, Management
& Applied Science (IJLTEMAS) Volume VII, Issue IV, pp.110-115.
Kapoor, A.P. and Vij, M., 2018. Technology at the dinner table: Ordering food online
through mobile apps. Journal of Retailing and Consumer Services, 43, pp.342-351.
Narayanan, M. and Raja, B., 2020. Consumer Purchase Decision and Satisfaction of Digital
Marketing In India. Our Heritage, 68(1), pp.5190-5194.
Prabhu, A. and Dongre, R., 2018. Analysis of Customer Attitude Towards Electronic Food
Ordering. KIMI Hospitality Research Journal, 3(1), p.1.