Analysis of Restaurant Business: Visual Marketing on Instagram

This research report investigates the use of visual marketing on Instagram within the restaurant industry. It explores how restaurants can leverage Instagram to enhance customer knowledge, increase their customer base, and ultimately drive business growth. The study employs a mixed-methods approach, including a review of existing literature and primary data collected from restaurant leaders across multiple countries. The findings highlight effective strategies for restaurant promotion on social media, emphasizing the importance of visual communication in attracting and engaging customers. The report also acknowledges limitations, such as the focus on restaurant managers' perspectives and the exclusion of other social media platforms. Ultimately, the research provides valuable insights for restaurants looking to optimize their Instagram marketing efforts and improve their overall business performance. Desklib provides access to similar solved assignments and research reports for students.

VISUAL MARKETING IN INSTAGRAM -
AN ANALYSIS OF RESTAURANT BUSINESS
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Abstract
The growing popularity of social media has enabled the professionals of public relations to
use these online platforms for marketing purposes. Instagram, a social media platform, is
currently at the helm of popularity. It has facilitated reaching out to the global customers with
the assistance of visuals. However, negligible understanding of this instrument of public
relations has made forging of a formidable business presence challenging. This particular
study unravels the ways in which the visuals of social media, with special reference to
Instagram, can be utilized for augmenting consumer market knowledge pertaining to the
restaurant industry.
Evaluation of relevant literature and viewpoints of professionals has enabled the scholar to
finalize the conceptual model and in extraction of data that in turn assists in deriving of
conclusions. The following finding facilitates understanding of leading practices for the
promotion of restaurants on social media channels. The focus group was attended by
restaurant leaders from 7 countries. It would be useful to extend the sample and research in
other developing and industrialised countries in order to increase the number of consumers in
other age groups. Consumer attitudes to advertising as a problem attract the interest of
scientists and practitioners to consider the analysis of the effectiveness and success of
advertisements in social networks. As a result, the study increases the value of the fact that so
far, there is very little academic literature on this particular topic to explore the owners’
position on fast-food advertising on Instagram.
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Acknowledgments
The final outcome and success of this research work required immense assistance and
guidance form many people. I am extremely privileged to have completed this research
project on time. I have been able to accomplish this research due to assistance and
supervision and I will never forget to extend my thanks to them.
I would like to thank my professor and Principal for providing me with the opportunity to
undertake this research work. They are provided me the guidance and support to enable me to
complete this project. I owe my gratitude to my project research guide, who provided me
with all the information that was necessary for completing this project.
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Table of Contents
Abstract................................................................................................................. 2
Acknowledgments.................................................................................................. 3
TABLE OF FIGURES................................................................................................. 5
1.0 Introduction.................................................................................................. 6
1.1 Introduction to the topic...............................................................................6
1.2 Situation Analysis......................................................................................... 6
1.3 Problem Statement....................................................................................... 8
1.4 Research Questions...................................................................................... 8
1.5 Objectives of the study................................................................................. 9
1.6 Limitations of the study.............................................................................. 10
1.7 Scope of the study...................................................................................... 10
1.8 Hypotheses................................................................................................. 11
1.9 Organization of Thesis................................................................................11
2.0 Literature Review....................................................................................... 13
2.1 Reviews...................................................................................................... 13
2.2 Gap Analysis............................................................................................... 13
2.3 Conceptual Model....................................................................................... 13
3.0 Methodology............................................................................................... 21
3.1 Research Onion...................................................................................... 21
3.2 Research Process.................................................................................... 21
3.2.1 Research Philosophy.........................................................................21
3.2.2 Research Approach...........................................................................22
3.2.3 Research Strategy............................................................................22
3.2.5 Time Horizons...................................................................................22
3.2.6 Data Collection................................................................................. 23
3.2.7 Research Instrument........................................................................23
3.2.8 Research Design................................................................................... 24
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3.2.9 Samples............................................................................................. 24
3.2.10 Sample Size and Sampling Techniques..............................................24
3.3 Accessibility Issues................................................................................. 25
3.4 Ethical Issues.......................................................................................... 25
4.0 Results and Findings.................................................................................. 26
5.0 Discussion and Evaluation............................................................................. 31
6.0: Conclusion and Recommendations...............................................................34
7.0 References..................................................................................................... 36
Appendix 1........................................................................................................... 40
Appendix 2: Questionnaire................................................................................... 46
TABLE OF FIGURES
Figure 1: Popular Social Media Networking Sites............................................................................... 7
Figure 2: Rise in Instagram Users.............................................................................................................. 8
Figure 3: Research Onion........................................................................................................................... 20
Figure 4: Most Effective Marketing Strategies for Businesses-Age Wise................................24
Figure 5: Gender wise active in Facebook/ Instagram in a Week.............................................25
Figure 6: Profit Comparison due to use of Instagram Advertisement.....................................25
Figure 7: Agree with Instagram helps businesses grow................................................................26
Figure 8: Business tenure with average gross profit after using Instagram (in $).............27
Figure 9: Country-wise Instagram Advertisement Utility............................................................27
Figure 10: Profit from Instagram based on business tenure.......................................................28
Figure 11: Opinion on impact of Instagram on Business growth (Level1 –Strongly
Disagree, Level 5 – Strongly Agree)....................................................................................................... 28
1.0 Introduction
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1.1 Introduction to the topic
The focus of this study lies in marketing on social media with the use of visual
communication in reference to the restaurant industry (Stelzner 2014, p.1-52). Latest
industrial trends including Instagram marketing has been examined. It has been explained
that the visuals of the restaurant industry are the ideal mean for engaging audience since
visual communication garners customers' attention and thereby involving them using layout,
colour, arrangement, images, and balance (Macarthy, 2018). Despite many challenges, the
emergent marketing blueprint expedites interactions between restaurants and customers at a
personal level and enhances marketing through oral marketing (Ha, 2015). Despite the
challenges, the emergent marketing blueprint expedites interactions between restaurants and
customers at a personal level and enhances marketing through oral marketing. A growing
number of users in the Instagram post regarding their experiences at restaurants. Social media
marketers make use of Instagram to provide targeted consumers insights into an experience
that they can receive at a restaurant. Instagram marketing has been noted to be one of the
most effective tools in promoting the business of a restaurant hence it is being adopted by a
wide range of restraint businesses from all over the globe (Ferreira 2016, p.78-82). The scope
of this current research examines the impact that is caused by the visual marketing of
Instagram by conducting an analysis of restaurant businesses.
1.2 Situation Analysis
The emergence of an Instagram created vogue of social media visuals in 2010. The functional
concept underlining this particular application is the social network site emphasizing
photography instead of written posts and status (Neher, 2014, p. 92-100). It has been
observed by Chen (2018, p.22-36) that due to the visual craving of people, experiences
created on Instagram have attained magnificent popularity. Users prefer sharing of life stories
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and experiences and this provides the ideal solution to them (Salleh, Hashima and Murphy
2015, p. 1-5; Salleh, Hashima and Murphy 2016, p. 87-97).
Figure 1: Popular Social Media Networking Sites
Source: (Dreamgrow, 2018)
Since coinage of the term "appetite appeal" by David Ogilvy almost fifty years ago, food
campaigns have been incorporating visuals at a considerable rate. However, the roping of
social media has compelled the public relations competent to design magnificent visuals
for self-representation and at the same time ensuring that their customers are further
posting positive brand pictures (Bergström and Bäckman, 2013). Instagram is the third
most popular social networking website with growing user’s month-on-month basis. The
graph below depicts an annualised increase in Instagram users on yearly basis, making it
one of the most preferred avenues for restaurant visual marketing.
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Figure 2: Rise in Instagram Users
Source: (Neil Patel, 2019)
1.3 Problem Statement
This study aims to evaluate the latest tactics used by public relations professionals for
encouraging the users for posting on their restaurants. By analysing the latest tactics, the
restaurants can comprehend factors that are effectively working for increasing knowledge
and the factors that are leading to detrimental publicity of their organization (De
Veirman, Cauberghe, and Hudders 2017, p.798-828). This study provides assistance to
small restaurants in their marketing strategy for social media marketing by deciding what
should cause positive brand representation.
1.4 Research Questions
The research questions mentioned below are structured to get better clarity of the
marketing features in the social media field, visual communication, and they are
applicable to the context of restaurants. These questions juxtapose the latest techniques
applied in the public relations arena and viewpoints of the major players (Evans, 2010, p.
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250-275). These further helped in differentiating between the negative and positive
impact of social media visuals.
 How can the restaurant industry utilize social media?
 How can the restaurants utilize Instagram in benefitting the business?
 How can Instagram be used to influence the knowledge of consumers in
restaurants and increase customer base?
 How can this knowledge be used for driving business of fine dining as well as
small restaurants?
 Does the Instagram advertisement positively and significantly affects the profit
margin?
1.5 Objectives of the study
The study aims at analysing the visual impact created by Instagram marketing of
restaurants. Thus, the objectives of the study are as below;
1. To analyse ways in which restaurant industry utilized social media
2. To examine the Instagram influence on the knowledge of consumers in restaurants and
its reflection in increase in customer base by at least 10%.
3. To analyse ways in which the customers get more engaged in the existence of
restaurants on social media, internet, and in offline marketing.
4. To examine whether restaurants have been successful in utilizing Instagram for
augmenting their profits.
5. To be able to determine customer involvement in Instagram be used by small scale
restaurants as well as fine dining restaurants.
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1.6 Limitations of the study
The study has been able to incorporate major aspects that restaurant owners incorporate into
Instagram related marketing efforts (Lipsman, Mudd, Rich and Bruich 2012, p.40-52).
However, the study has faced some major limitations which were diagnosed at the end of the
study procedure, they are as below;
 The study has been conducted taking into consideration inputs from manager of
restaurants only and has totally avoided the point of view from employees of these
restaurants, consumers and from other individuals from the hospitality industry.
 The scope of this study is confined to analyse the impact of Instagram marketing only
and has avoided in totality marketing impact of other popular social media sites such
as Facebook, YouTube, Twitter, which are also quite popular platforms.
1.7 Scope of the study
The current scope of the study encompasses discussion based on the visual impact that is
created by Instagram and its effectiveness on the marketing of restaurants. Instagram being
on one of the most engaging platforms on social media provides a suitable opportunity for
restaurants to create a visual impact on their customers (Lavoie, 2015). Thus, the scope of
this study concerns ways in which restaurant owners engage their potential customers on
Instagram. The study is going to be conducted as a segment of data collection in the senior
enterprise at the University of Northampton, located in Singapore. Interviews were conducted
with major restaurant managers of the hospitality industry and managers of local restaurants
at Singapore, Australia, India, Sri Lanka, Thailand, UAE, and United Kingdom.
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1.8 Hypotheses
 Social Media has positive effect on the restaurant.
 Instagram is benefitting the business of the restaurants in a significantly positive
way.
 Instagram can be used positively influence the knowledge of consumers in
restaurants to increase customer base.
 The Instagram advertisement positively and significantly affects the profit margin.
1.9 Organization of Thesis
The study was undertaken in different sections with each section examining a part of the
entire topic. The entire study has been divided and into the following headings with further
subdivisions in them.
Introduction section introduces the readers to the topic, providing them with brief
background information on the topic. It includes the research questions, objectives and scope
of the study with its limitations.
Literature Review provides a conceptual framework on the basis of which the topic and its
data analytical framework have been developed. The gap in literature analysis provides a
brief introduction to the direction in which the study progresses.
The methodology includes a research methodological framework including data collection
and analysis techniques. It encompasses the philosophy with which the study has progressed
along with the ethical undertakings that the study follows.
Results/Findings include the results of the study or data collection procedure that has been
undertaken. It includes the various graphical representations that forms the basis for
discussion of the study.
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Discussion and Evaluations include a comparative framework of results evaluation against
the conceptual framework that has been used in the study.
The conclusion comprises of a summary of work done along with recommendations for
future work.
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