Comprehensive Website Audit: Digital Marketing for La Porchetta

This report conducts a comprehensive website audit of La Porchetta, an Australian and New Zealand Italian restaurant franchise. The analysis examines the website's purpose, web business model, target customers, and consumer behavior. It employs SWOT, 7Cs, and WebQual models to evaluate strengths, weaknesses, customer-facing attributes, and overall website quality. The report also analyzes the website from an eCRM perspective, focusing on online to offline (O2O) strategies and omnichannel approaches. The conclusion provides recommendations, including the importance of data analytics, chat support, site optimization, keyword selection, and blogging to enhance La Porchetta's digital marketing performance. The report emphasizes the significance of digital marketing in driving sales and customer engagement through channels like social media and video content, while also acknowledging the challenges of replicating offline customer experiences online.

Running head: DIGITAL MARKETING FOR TOURISM AND HOSPITALITY
Website Audit: La Porchetta
Student’s name
Name of the Institute

DIGITAL MARKETING FOR TOURISM AND HOSPITALITY
Table of Contents
Introduction.................................................................................................................................................2
Analysis.........................................................................................................................................................2
Purpose of the website................................................................................................................................ 2
Web Business Model.................................................................................................................................... 3
Target customers.......................................................................................................................................... 4
Target consumer behavioral issues........................................................................................................ 4
Dynamic forces - SWOT Analysis: Strengths & Weaknesses...........................................................4
7Cs model........................................................................................................................................................ 5
WebQual model............................................................................................................................................. 6
Analyzing the site from eCRM perspective............................................................................................ 7
Conclusion & Recommendations..........................................................................................................8

DIGITAL MARKETING FOR TOURISM AND HOSPITALITY
Introduction
La Porchetta is Australian and New Zealand restaurant franchise. In these countries it has
become one of the largest Italian restaurant chains. The first restaurant was opened in 1985 and
soon it became famous because of its menu, atmosphere and other great value. The restaurant
tries to be part of local community. The owner of the chain is Tony Madafferi. The web page for
La Porchetta is https://www.laporchetta.com. The trademark logo of for La Porchetta is “Eat
Live Love Italian”. Sara is the CEO of the La Porchetta. She was IT manager at major bank. Her
skills help in supporting business operations.
Link to the website: https://www.laporchetta.com/our-story/
This paper is based on the 7Cs model to analyze the website. The target customer of
business are the people who like Italian foods. In terms of demographics, the target audience is
mid income and high-income male and female who like to go out for dining. One of the
limitation of this report is that it is based only on secondary sources and primary research is not
done.
Analysis
The website of La Porchetta is attractive and it is designed in a contemporary manner.
The key sections for analysis can be discussed as:

DIGITAL MARKETING FOR TOURISM AND HOSPITALITY
Purpose of the website
The main purpose of the website is to keep consumers informed about the latest offerings
at the restaurant. With this website, customers can reach out to restaurant and learn more about
the latest offerings.
Web Business Model
Value Proposition:
Except eating, most of the formalities can be done on the site. For example: booking a
table, locating the nearest store and online ordering. The customers are also provided with menu
on the site. The menu is different for different regions like Melbourne Metro, Victoria Regional,
New South Wales, Queensland and New Zealand. This indicates the restaurant gives special
attention to the customer preference. The restaurant provides separate menu for kids as well.
The kid’s menu is also reflected under the tab “MENU”.
The website also demonstrates the business opportunities. Those who want to own franchise of
La Porchetta can easily register themselves on the site. It is hassle free new business
opportunities for many people. Testimonies of existing franchisers are already there which adds
credibility factor in decision making. The website plays an important role in franchise licensing
and distribution business. The company is open in terms of social connection. Its availability on
Facebook, Instagram, YouTube and Google+ indicates that it is socially very active .The
customers can easily put their feedback on these platforms. Thus company gives assurance of
reliable service because any negative comment on these platforms will genuinely hamper the
image of 30 year old brand. The company accepts vouchers on online ordering. The restaurant

DIGITAL MARKETING FOR TOURISM AND HOSPITALITY
prepares authentic recipes, shows warm welcome to customers and respect is given to all the
employees. This is the reason company has spread it’s across the country.
Revenue Model:
The main objective of the company is to expand La Porchetta is expanding through
franchising model. There is flat fee system.The franchise is supposed to give particular fee
periodically irrespective of what amount they make. Also, they have turned their small business
of take way into a proper restaurant having liquor license.
Target customers
The target customer of business are the people who like Italian foods. In terms of
demographics, the target audience is mid income and high-income male and female who like to
go out for dining.
Target consumer behavioral issues
The restaurant industry is a highly competitive industry in Australia. One of the key
behavioral traits of consumers in this industry is easy-switching. People like to try new
restaurants and it is not easy for restaurants to have a loyal customer base in place.
Dynamic forces - SWOT Analysis: Strengths & Weaknesses
Strengths:
La Porchetta’s homepage is imperative. Customers can easily navigate through the
website. The webpage is easy to understand. It has all main tabs on the homepage. For Example:
Menu, Locations, News and Events, About Us, Franchising and Order now. The homepage
clearly describes how you can socially connect with La Porchetta i.e. through Facebook,

DIGITAL MARKETING FOR TOURISM AND HOSPITALITY
YouTube, Instagram and Google+. The page is very relevant for busy customers. It explicitly
tries to answer three big queries which people generally have when they go to a restaurant. These
are “BOOK A TABLE”, “STORE LOCATOR” and “ORDER NOW”. The latter section of the
page describes about the company, Newsletter, connecting to society etc. One main point which
can be highlighted here is the company does not promote itself based on discounts and offers.
This ensures that La Porchetta is trusted brand and it does not need to attract audience to
homepage by sales promotion. The instructions are simple and easy to understand.
Weaknesses
The website dos not have text-based navigation which helps customers to understand the
path of various sections. The site has all details about the food, its ingredients, price, and extra
toppings etc. which make it really convenient for customers. Appropriate page font, right color
combination ensures that leads do not have any issue in viewing the product details. The main
buttons are highlighted and prominent which makes easy for customer to complete the action.
The client testimonials on the site help in building trust among customers and potential business
partners. There are blogs, eye catching and informative video as well as separate YouTube
channel for that. It helps to engage customer for longer durations. It provides options to select
extra toppings. The whole ordering process is simple. The website ask user to form account. This
way the company can easily maintain the database for customers. It helps in enriching marketing
efforts.
7Cs model
It is also important to analyze the website for 7Cs of customer facing attributes. The
summarized view of these 7Cs can be shown as:

DIGITAL MARKETING FOR TOURISM AND HOSPITALITY
Dimension La Porchetta
Score (out of 5)
Comments
Customer 4 The customers are at the core of business. The website
has everything focused on customers.
Cost 4 The company does not compromise on cost and believes
in quality and the same is evident from company values.
It has just positioned itself as a justified cost player in the
marker
Convenience 4 The ease of navigation is very good that adds to the
convenience part
Communication 3 The website has contact us option; however, there is no
live chat. Therefore, 3 for communication
Caring 3 The website lists the value of the company, that shows
caring attitude
Coordinated 3 Ease of navigation adds to the coordination part
Confirmation 2 The security aspects of website are not clear to end
consumers. Therefore, 2 for confirmation
WebQual model
The WebQual model for the website can be shown as:
Score (Out of 10)
Usefulness (Overall) 8

DIGITAL MARKETING FOR TOURISM AND HOSPITALITY
Informational Fit to Task 7
Interactivity 9
Trust 8
Response Time 8
Ease of Use (Overall) 9
Ease of understanding 9
Intuitive Operations 9
Entertainment (Overall) 8
Visual Appeal 9
Innovativeness 7
Flow emotional appeal 8
Complimentary Relationship (Overall) 8
Consistent Image 8
Online Completeness 9
Better than alternative channels 7
Analyzing the site from eCRM perspective
La Porchetta’s ability in addressing market demand is supported by its online presence
and investment in Information Technology for the entire value chain. The business has to set up
distribution Centre to respond to the growing business. This ensures consistency in taste as well
as quality. The website helps in promoting and marketing which ultimately will lead to survival
and succeed. The customers may not only order online using the mobile platform or website .But
it also promotes O2O model.O2O model is online to offline model where new customers may

DIGITAL MARKETING FOR TOURISM AND HOSPITALITY
visit the website and this attracts them to the physical stores (Wiener & Saunders, 2018). The
important key here is value addition. The website helps the company to follow Omni channel
strategy i.e. adopting many business channels after logical thoughts (Cao, 2014). The company
has created best marketing strategies online in terms of newsletter, community, accepting
vouchers etc. It has given thought over different themes and stories on its website to engage
customers on the blog. However, the company needs to check whether people are not adopting
O2DO i.e. online to discounted online strategy where they visit the website see the product and
then goes to another economical website (Lee & Sardeshmukh, 2016). La Porchetta has authentic
Italian cuisine for all age groups along with liquor license and kids product. The restaurant
through is online website can target time conscious, techy customers who prefer to visit online.
The online model is used to attract fresh minds for the franchising model of the company. The
company has grown itself within 30 years at a very fast pace. The brand quickly made a mark in
the hospitality sector.
Conclusion & Recommendations
Apart from offline sales, La Porchetta’s management needs to consider the number of hits
on its website, number of likes on social media and look towards the conversion. The quality
score of La Porchetta is already good which results in displaying the website on the top of web
browser. It is necessary to identify the difference between site visits and conversions. It should
involve in data analytics to understand all possible aspects. Analytics is the required way to
improve performance (Chaffey & Ellis-Chadwick, 2016). It helps in analyzing own performance
as well as competitor’s performance.

DIGITAL MARKETING FOR TOURISM AND HOSPITALITY
One of the challenges faced by customers is lack of advice before making a purchase.
The company can introduce a chat room session to help the customers in case of any confusion
with this decision (Whyte, 2017). It is necessary that company responds to all necessary queries
quickly. The company also needs to take necessary actions to retain the site optimization
(Mumcu, 2016). The site should be managed by professionals. The right high ranking keyword
should be selected. These should be inserted into company’s website to enhance optimization
(Zilincan, 2015). They should also have organic link to the website. It helps to synergize
marketing activities.
Another recommendation for organization is to invest heavy on blogging. Blogs are
useful to create brand knowledge. For retain customers it is necessary that remarketing
advertisements are used. La Porchetta has already started moving towards blogging, linking with
customers. A campaign was launched on Mother’s Day. The role of digital marketing in La
Porchetta’s business will boost its bottom line. The videos of recipes which La Porchetta put on
YouTube will create a positive impact on customers.
One of the major drawbacks of any e-tailing is the inability of the site to offer the same
customer experience as offline (Neacsu & Sheldon, 2015). These basic tools will help the
restaurant to sell more. It is necessary that using these sites La Porchetta could create value
addition they desired. Different digital channels cater to different objectives of restaurant. For
example, all social media channels help in creating brand awareness and engaging audience
(Ryan, 2016).

DIGITAL MARKETING FOR TOURISM AND HOSPITALITY
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