Improving Takeaway Profitability: A Digital Marketing Analysis, Oldham

This report investigates the use of digital marketing tools and channels to enhance the profitability of a fast-food takeaway, Rajas, in Oldham. It begins with an introduction to digital advertising and its importance, highlighting its global reach, cost-effectiveness, and ease of monitoring. The research aims to analyze how digital marketing tools improve profit, with objectives including understanding the use of these tools, critically analyzing their application by a local takeaway, and providing recommendations. The literature review explores how digital tools generate business, referencing various studies on the use of websites, social media, and data analytics. It then examines the specific tools used by Rajas, a local takeaway in Oldham, such as touchscreen POS systems and online ordering software, and discusses their potential impact. The report also acknowledges the disadvantages of digital marketing, such as increased dependency on technology and security concerns. Finally, it provides recommendations for the local takeaway, emphasizing the importance of a strong online presence and customer engagement. Desklib offers a wealth of similar solved assignments and past papers for students.

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Contents
INTRODUCTION...............................................................................................................................3
Research Aim....................................................................................................................................4
Research Objectives..........................................................................................................................4
Research Questions...........................................................................................................................4
Literature Review................................................................................................................................4
Use of digital tools to generate business............................................................................................4
Tools used by a local takeaway in Oldham........................................................................................6
Recommendations for the local takeaway..........................................................................................8
Methodology......................................................................................................................................10
Data Analysis.....................................................................................................................................12
Conclusion and Recommendations..................................................................................................23
Reflection............................................................................................................................................24
REFERENCES..................................................................................................................................26
Appendix............................................................................................................................................28

INTRODUCTION
Digital advertising refers to any advertising techniques conducted thru digital devices
which utilize a few shapes of a computer (Arora, Kumar and Agarwal, 2020). This consists of
online marketing efforts conducted at the internet. In the process of engaging in digital
advertising, a commercial enterprise may leverage web sites, search engines like google,
blogs, social media, video, email and comparable channels to reach clients. Digital
advertising is extraordinarily critical in modern-day day and age. It allows focus on centered
audiences with a worldwide reach, not like traditional advertising, bringing in high revenue
with little investment. It is conversion led and might without problems be monitored. Damage
control is likewise easy with digital marketing. Digital advertising is vital because it connects
a enterprise with its customers while they're on-line, & is effective in all industries. It
connects agencies with perfect customers while they may be on Google thru search engine
optimization, on social media with social media advertising, & through email with e-mail
marketing.
Digital marketing creates effective possibilities to tell emblem stories at scale and context.
Through commercials on numerous gadgets and channels, marketers can attain large
audiences in a real-time and increasingly private manner. Your customers spend a number of
time on line. Digital advertising is extremely crucial in brand new day and age. It helps
recognition on focused audiences with a worldwide attain, not like conventional marketing,
bringing in high revenue with little funding (Bennett and Gordon, 2021). It is conversion-led
and might effortlessly be monitored. Damage manage is also easy with digital advertising and
marketing. A professional virtual advertising organization analyses the enterprise website and
develops customised campaigns. It facilitates in driving a applicable target audience. One of
the benefits of using digital marketing is affordability and fee-effective advertising. It is far
less cheap than traditional advertising, yet relatively effective. It opens the door to new
commercial enterprise opportunities and revenue streams, enabling the advent of recent
services and products (Chakrabarti and Makhija, 2021). It will increase the velocity of
reaction to modifications in call for inside the market. It generates a competitive advantage
for the enterprise through being able to beautify the best of the goods synthetic. Rajas is the
restaurant/takeaway in Oldham which provides fast food and attract customers. The report
examines, research questions, objectives, literature review about use of digital tools or
channels in improving profit of fast-food takeaway in Oldham.

Research Aim
“To analyse the ways in which digital marketing tools or channels improve profit of a
fast-food takeaway in Oldham. A case study on Rajas.”
Research Objectives
 To understand use of digital tools to generate business.
 To critically analyse tools used by a local takeaway in Oldham.
 To provide recommendations for the local takeaway.
Research Questions
 What is the use of digital tools to generate business?
 What are the tools used by a local takeaway in Oldham?
 What are the recommendations for the local takeaway?
Literature Review
This forms out a vital part of the investigation as a literature review is a piece of
academic writing demonstrating knowledge and understanding of the academic literature on a
specific topic placed in context. A literature review also includes a critical evaluation of the
material thus tend to provide and support a base for the investigation. The current literature
review is based on the topic of the digital marketing tools or channels improve profit of a
fast-food takeaway in Oldham for which a range of article and journals are reviewed a
discussion of which is provided as below:
Use of digital tools to generate business
Digital tools are programs, web sites or on line sources that could make obligations
simpler to finish. A lot of those may be accessed in web browsers while not having to be
downloaded, and one could get entry to them each at home and in paintings. It is important to
apply on line tools thoroughly see the Security module for more data (Childers and
Boatwright, 2021). Digital tools help in producing greater income as with the help of various
channels promoting of product may be achieved. This enables in attracting human beings and
growth income of company. Digital advertising facilitates in overlaying wide region and
greater people get information about new product. Nowadays, there are different tools to be
had by using which facts can be provided to customer like, social media networking,
electronic mail, apps and so on. This may be utilized by an employer to draw humans and
more revenue may be generated.

Researchers analyzed small groups' use of digital equipment in six categories:
Business web presence, which includes online directory listings, websites, and mobile apps.
Social media for client engagement, income, advertising, or other enterprise functions. Data
analytics to benefit purchaser insights or tell commercial enterprise choices. Having a website
is no longer non-compulsory for any commercial enterprise it’s as crucial because the front
door of a brick-and-mortar save. A website says that a legitimate organisation, and the may
use the web site to impart news, information and opportunity communique channels for the
customers. Not simplest do want a internet site on the startup, but a presence on all primary
social media channels is likewise rather recommended. That means posting, engaging with
other users, responding to client questions and comments, and otherwise being lively to show
the commitment to the platform.
There are a few disadvantages of virtual advertising and marketing like, boom
dependability on era, safety and privateness problems. Using virtual advertising and
marketing gear requires massive investment and growth worldwide competition through
globalisation. There is excessive transparency of pricing and boom rate of merchandise. It is
essential for a company to apply virtual marketing tools because it helps in creating excellent
image in market and enterprise can run easily. Nowadays, home transport service is provided
through eating places to fulfil need of client, and this helps in growing sales of an company
(Ferrer-Conill and et.al., 2021). To benefit aggressive advantage digital advertising gear is
used by company because it's miles the first-rate way to satisfy need of humans. Digital
advertising is any advertising initiative that leverages online media and the internet through
connected gadgets which includes cell phones, home computers, or the Internet of Things
(IoT). Common virtual marketing projects center around distributing a logo message via
search engines like google and yahoo, social media, packages, e mail, and websites. Today,
virtual advertising and marketing frequently specializes in reaching a customer with more and
more conversion-oriented messages throughout more than one channels as they pass down
the income funnel. Ideally, advertising and marketing teams can be capable of track the
function every of those messages and/or channels plays in attaining their remaining goal.
Digital gear are on-line systems or software packages leveraged by way of
corporations or individuals to carry out brief and optimised functions that broadly speaking
takes all the time to perform with out them (Harker, 2020). Using efficient and modern digital
gear has many benefits which consist of patron pleasure and retention, advanced internal and
external verbal exchange, time optimisation, low purchaser churn out charge, information

centralisation, etc. Digital gear have crucial advantages for making procedures more steady,
relaxed, efficient, and effective. As institutions assist team of workers and students across a
broader range of geographies with a broader set of desires, the case for digital solutions
simplest grows. By improving product improvement, business approaches and growing the
competencies of workers, generation increases productivity in various commercial enterprise
operations. The size of improvements is debatable however some technologies like electronic
mail and social media have made communication less complicated and quicker.
Tools used by a local takeaway in Oldham
Digital tools is utilized by a neighborhood takeaway like, touchscreen point of sale
terminals, order and pay at the table, on line ordering software program etc. It is crucial to
apply virtual tools so that customers can be attracted, and greater revenue can be generated. It
is vital to provide relevant data to customers on the way to realize about new product. Digital
equipment are used by a local takeaway, and it has wonderful impact as it helps in generating
more sales. Local takeaway wants to growth their income and they use digital channels to
draw clients and allows in constructing fantastic picture in marketplace (Huang and et.al.,
2020). Digital equipment used by a neighbourhood takeaway has bad effect as it calls for
huge investment and time is wasted. For a neighbourhood takeaway it is tough to make
investments cash in virtual advertising due to the fact there is no assure that it allows in
increasing income of organisation or not. So, virtual advertising equipment has a few
disadvantages that may have an effect on overall performance of employer and corporation
have to go through loss.
Social media structures permit entrepreneurs to attain their potentialities in a myriad
of ways. First, marketing teams can use these channels to distribute paid ads and backed
content material. Each platform has a way for marketing teams to create paid advert
campaigns and section customers so those ads appear at the feeds of target audience
contributors. While each platform is one-of-a-kind, maximum have talents that permit
advertising teams to place ads based on area, job title, interests, age, and so on. Social media
is also a fantastic way to sell merchandise or sources organically on the followers, and engage
with clients. Chances are, human beings that observe the logo on social media have probably
purchased from the inside the beyond. Interacting with them on social media or answering
customer support-oriented questions is a excellent way to ensure persisted engagement with
the emblem and domesticate advantageous studies and consumer loyalty (Karpinska-
Krakowiak and Eisend, 2020). Another effective way to harness digital channels to attain

target audiences is with influencer advertising and marketing. Brands can companion with
celebrities, sites, or others which can be taken into consideration specialists of their field, that
share similar values. Brands can then reach these influencers’ fans with branded content and
offers.
Phone orders need to be fast, giving your staff the flexibilty to without difficulty serve
the customer. The business should look out for included caller ID to bring up consumer
information quick. The patron database must be simple to add to and come up with brief get
admission to to purchaser records. A one-touch re-order of the clients' latest orders is a real
time saver. Look for customizable notes and alerts in keeping with consumer, which assist
improve service. Since clients name from domestic, paintings and cellular, test how the
system manages more than one phone numbers and forestalls duplicate information. Quick
and comfy credit score card bills over the phone are also essential. Encrypted pin-pad access
gadgets comfy the credit card facts as it's far typed. Since clients trade their thoughts a lot,
test how smooth it's far to exchange an order as soon as its placed, along with changing the
credit score card price overall. Operators outline their delivery vicinity cautiously to maintain
the potential to supply nice food profitably. For multi-save operators, placing appropriate
save boundaries is essential.
Email advertising and marketing campaigns allow companies to stay related with
prospects and customers, sending them customized newsletters or gives primarily based on
beyond buying records or emblem engagements (Khamis, 2020). Pay-in keeping with-click
refers to paid classified ads and promoted seek engine results. This is a short-time period
shape of digital advertising and marketing, that means that when the are now not paying, the
ad now not exists. Like search engine optimization, PPC is a manner to boom seek site
visitors to a commercial enterprise on line. Pay-in keeping with-click can seek advice from
the classified ads the spot on the top and facets of a web page of search consequences, the
advertisements the notice whilst browsing the web. Search engine optimization often goes
hand in hand with content advertising and marketing. When the customer from the above
example is carrying out studies for which fitness center shoes to shop for, they will probable
click on one of the first 3 results that appear on Google. With this in thoughts, the athletic
footwear’ advertising group desires to make certain their article appears in the ones top
results. This is carried out via optimizing content material for user enjoy and ensuring the
technical elements are in area to enable seek engine crawlers to easily find and index this
content material.

Pay-consistent with-click on is a shape of paid advertising and marketing that allows
advertising and marketing teams to basically buy traffic to their internet site. Many
entrepreneurs struggle with figuring out which channels are riding the maximum cost, and
therefore those they need to spend greater on. This project is exacerbated by way of the
increasingly wide variety of virtual channels they need to be gift throughout. With this in
mind, advertising and marketing groups should leverage a platform that makes use of
superior attribution modelling. This will supply them perception into spend and achievement
charges across more than one digital channels, and actionable hints on a way to then optimize
advert spend. It can be stated that by using these digital tools, the take away will be able to
attract a greater number of customers as well as ensure that the operations of the business run
smoothly. Digital tools are not only helpful in enhancing the overall way in which the
business conducts its operations.
Recommendations for the local takeaway
Engaging with customers on social media is an absolute must. The have to continually
reply to their tweets, posts or feedback. There are several social media managing gear to be
had that permit the to manage all of the channels in one place. The also can schedule the
posts and tweets to hold consistency. It is recommended for the restaurant to keep a
frequency in the posts, do now not just add a photograph sooner, so one can be a large turn
off to the followers and might even fee the a few customers. Digital advertising and
marketing for eating places is dependent upon visibility. The do no longer need to post each
day, however attempt to submit something at least once per week. The subsequent eating
place digital marketing strategy is the usage of motion pictures (Korenkova and et.al., 2020).
Create thrilling videos of the kitchen and parties. Tag human beings and ask them to reshare
it. Longer motion pictures are suitable for Youtube, even as Instagram or Facebook users
need to peer short clips. Videos are the manner in which virtual advertising and marketing is
going. They are amusing to watch, informative and average a lot greater shareable. As noted
earlier, digital marketing for eating places depends upon visibility, subsequently if something
is shared greater, it's miles seen via extra human beings, after which the virtual marketing
challenge is a success. The subsequent approach for virtual advertising and marketing for
restaurants is SMS Marketing. Sending an SMS with a promo code or a few provide is an
great technique of virtual restaurant advertising and marketing as they have a high
establishing charge and maximum visibility. However, the need to be adept at writing brief,
clear, and desirable messages due to the fact the clients are already being bombarded with the

aid of such a lot of promotional SMS and push notifications; the SMS may just get lost in
them. Loyal clients generate more enterprise than having to gather new ones. Therefore, it's
far vital to take care of the present customers. Reward existing customers with loyalty
programs and offer incentives for go back visits. Organize activities based totally on topical
subject matters to attract clients. Organize TV display screenings, karaoke nights, stand-up
comedy indicates, poetry slams, and greater. Participate in food fairs and different outside
occasions in which the may show off the logo.
Social media is a good manner to unfold the phrase about the emblem, stay top-of-
mind with clients who understand the restaurant, and make introductions with new clients.
Create profiles for the brand on leading social web sites like Facebook and Instagram. Then,
work to promote the emblem, share the story, and entice new clients. To spread the word
approximately the eating place to local audiences, leverage the media channels that attain
audience. Look for local media structures that create and curate content approximately the
area and get coverage approximately the logo, promotions, and community involvement.
Sharing an internet platform along with customers to express their views enables the
researcher to understand them better and offer fulfilling offerings. A satisfied client becomes
enterprise’ campaigner with the aid of default. Online advertising for restaurants is less
luxurious and has a large attain. There are loose online advertising and marketing alternatives
the researcher can move for instead of paid packages and still make the restaurant regarded to
the sector.
Food and beverage advertising to youngsters and youngsters has come to be
ubiquitous at the American panorama (Mateus, 2021). Although current public bulletins by
way of some companies advise an hobby in exchange, the preponderance of the foods and
liquids introduced and marketed to children and teenagers were excessive in overall calories,
added sugars, salt, fats, and low in nutrients. Multiple impacts engage to form the meals
preferences and alternatives, consuming behaviours, overall calorie intake, food regimen fine,
and health effects of children and teenagers. There is proof that business advertising and
advertising and marketing of foods and liquids to kids and kids via a developing sort of
channels and media outlets along with the mass media, colleges, child-care settings, grocery
shops, buying malls, theaters, carrying activities, or even airports are super individuals to the
environments in which the nutritional styles of children and youngsters evolve.

Social media is a good manner to spread the word about the logo, live pinnacle-of-
thoughts with clients who apprehend the eating place, and make introductions with new
clients. Create profiles for the brand on leading social web websites like Facebook and
Instagram. Then, paintings to promote the emblem, percentage the story, and entice new
clients. To spread the phrase approximately the restaurant to local audiences, leverage the
media channels that gain target audience. Look for nearby media structures that create and
curate content about the area and get insurance about the emblem, promotions, and network
involvement. Sharing a web platform at the side of customers to specific their perspectives
permits the researcher to recognize them higher and offer satisfying services. A glad client
becomes agency’ campaigner with the resource of default. Online advertising and marketing
for eating places is less steeply-priced and has a large acquire. There are unfastened online
advertising and marketing alternatives the researcher can move for rather than paid packages
and nonetheless make the restaurant appeared to the arena.
Methodology
Research Philosophy - Research philosophy method a notion about way in statistics
is accumulated or analysed. There are two forms of research philosophy i.e., positivism and
interpretivism. In this study take a look at, interpretivism research philosophy is used as it
includes staring at the social international and it's miles beneficial in qualitative studies.
Interpretivism philosophy helps in accumulating primary facts and relevant statistics is
gathered. This philosophy is straightforward and help researcher in accumulating correct
details which is beneficial in accomplishing purpose and objectives (Miralles-Pechuán, Ponce
and Martínez-Villaseñor, 2020). Scientific research philosophy is a machine of the
researcher's concept, following which new, reliable information approximately the research
object is obtained. In other phrases, it's far the basis of the studies, which entails the choice of
studies strategy, method of the problem, data series, processing, and evaluation. With respect
to current investigation use of the positivism research philosophy is made as it supports and
related to philosophical position of idealism as well as utilised to group collectively the
diverse approaches. Apart from this, main focus of interest of this philosophy is on what is
unique, deviant and specific. Moreover, it is related to subjective nature, thus, cannot be
generalized. Further, the positivism philosophy is suitable for current investigation as it lead
to a scientific as well as practical way of investigation to effectively meet the set objective.

Research Design - Research design refers back to the framework of studies methods
that is utilized by researcher so that applicable records can be accrued. There is special sort of
studies which can be used by researcher like, descriptive, correlational, experimental,
diagnostic and explanatory studies. Descriptive studies design is used on this studies study
because it permits in staring at and describing behaviour of a subject. Descriptive research
enables in analysing data this is collected and determine statistics from which ends up may be
discover. Descriptive studies is useful as accurate statistics is gathered and objectives of
studies can be done. A well-planned studies design helps ensure that strategies healthy studies
ambitions, that collect superb facts, and which the researcher uses the proper type of
evaluation to answer questions, utilising credible assets. This allows the researcher to attract
valid, trustworthy conclusions (Nejati Rashtabadi and et.al., 2021). A research lathet is a
systematic manner or an idea to perform one-of-a-kind responsibilities of the studies
examine.
The reason of choosing the respective research design is that it enables the researcher
to continue within the proper course with none deviation from the duties. It is an universal
distinct method of the research technique. The researchers should recognise the numerous
types of studies designs and their applicability (Zulfikar and Ramadhan, 2021). The choice of
a research design can best be made after a careful expertise of the distinct studies kinds.
Research Approach - Research approach manner to make plan or process which has
steps in order that details can be accumulated. This allows in gathering applicable
information and targets of research can be executed. There is one-of-a-kind form of research
method i.e., inductive and deductive method. Inductive technique is used on this research as it
helps in making systematic process for analysing qualitative records. Analysis is achieved so
that errors can be identified, and targets of studies can be done. Qualitative facts calls for an
inductive approach to analysis. However, there must be some consistency between strategies,
method, and analysis. This is essential with the intention to demonstrate good judgment
(Rosengren and et.al., 2020). Thus, with a purpose to make the research credible to the
reader, the studies need to lead to the studies findings.
Research techniques are plans and the strategies for research. That span the stairs
from vast assumptions to exact techniques of facts collection, analysis, and interpretation.
Quantitative research is extra desired over qualitative studies due to the fact it is extra
clinical, objective, rapid, centered and suitable. However, qualitative research is used whilst

the researcher has no idea what to anticipate. It is used to define the problem or expand and
method to the problem. Quantitative studies often translates into using statistical analysis to
make the relationship between what is understood and what may be found out by means of
research. Consequently, analyzing information with quantitative techniques calls for an
know-how of the relationships amongst variables by way of both descriptive or inferential
statistics. Therefore, the researcher has ensured that the most appropriate research approach is
selected to ensure that the research is completed effectively.
Data Analysis - Data evaluation is important in studies as it makes analyzing records
a lot less complicated and more accurate (Sing and et.al., 2020). It allows the researchers
straightforwardly interpret the facts so that researchers do not leave something out that could
assist them derive insights from it. Data analysis is essential in studies because it makes
analyzing information plenty easier and more correct. It allows the researchers
straightforwardly interpret the data so that researchers don’t go away some thing out that
would help them derive insights from it. Data evaluation is a manner to have a look at and
examine huge quantities of facts. Research frequently consists of going through thousands of
information, which is getting more and more for the researchers to address with every passing
minute. Hence, statistics evaluation knowledge is a huge part for researchers inside the
cutting-edge era, making them very efficient and productive. Researchers depend closely on
statistics as they have got a tale to inform or issues to remedy.
Irrelevant to the form of statistics, researchers discover, their venture, and audiences’
imaginative and prescient guide them to locate the styles to form the tale they want to tell.
One of the important matters anticipated from researchers whilst analyzing facts is to live
open and remain unbiased closer to surprising patterns, expressions, and consequences. Those
statistics that can be expressed in numbers, figures and tables are known as quantitative
information. Some examples of quantitative statistics are top, magnificence interval, duration
of a wall, variety of peoples, percent of marks and so forth. Numerically the quantitative data
collected from polls questionnaire and surveyor with the aid of manipulating pre-current facts
using computational abilities (Wang, Yang and Chiang, 2021). Use of statistical, community,
direction, and huge records methodologies for predictive fraud propensity fashions main to
indicators will make certain well-timed responses precipitated through actual-time chance
detection approaches and automated alerts and mitigation. Data management along green and
obvious reporting of fraud incidents will bring about improved fraud chance management
procedures.