The assignment is a comprehensive final major project focused on developing a sustainable restaurant concept named EcoTopia. It begins with an introduction to sustainability in the restaurant industry, emphasizing the role of digital technology. The project includes a mind map, mood boards, and primary and secondary research, such as questionnaires and literature reviews, to support the business idea. A detailed business proposal outlines the marketing mix, including product features like a vegan menu, affordable pricing, and digital consumer service. It also covers the placement strategy, utilizing influencer marketing and online platforms, and promotion strategies, like social media contests. The USP and consumer persona are defined to target a specific customer profile. The final design incorporates vegan cuisines, flexible menus, food donation, and sustainable packaging, with an emphasis on digital technology to improve consumer experience. The project concludes with references from various sources to support the research and findings.
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