Executive Summary
The Fishers Test Kitchen seeks to attract a younger audience to the restaurant as well as utilize resources to gain a better understanding of how to appeal to certain age ranges.
This report will benefit the Fishers Test Kitchen by giving our client recommendations on the best ways to attract people to come to the restaurant through social media, hosting event nights, and using incentivizing tactics. We have researched strategies for improving marketing tactics along with audience gain.
This report recommends a strategy consisting of targeted marketing through social media. To explain how we arrived at these recommendations, this report includes sections dedicated to research methodology, analysis, recommendations, a review of literature, and an appendix.
Key Findings From Online Research
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An article by career researchers Dr. Robert Brown and Ms. Ruth Washton, “Foodies in the U.S” support the argument that social media and in-person interaction combined are a strong marketing platform for restaurants.
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According to a Sprout Social Index, 75% of people purchased a product because they saw it on social media. Of that percentage, 60.7% need to see a post 2-4 times from the company before making a purchase
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According to Michael Del Gigante, alumni of Pratt Institute and founder of MDG Advertising, "Americans spend an average of 23.6 hours online every week, and most of that time is spent on social media accounts... YouTube is tops: 73 percent, Facebook ranks second, with 68 percent.
Brief Recommendations
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Start a food social media campaign to attract a younger audience through visually appealing photos
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The use of a rewards program or a loyalty program
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Events that will attract young professionals to come out on weeknights like trivia nights, happy hours, and themed nights
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Strengthen social media presence