Development an online promotion strategy for “Cabana Burgers” restaurant
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INTRODUCTION 5
CHAPTER 1 8
1.1 COMPANY DESCRIPTION 8
1.2 REGULATORY RULES OF THE CABANA BURGERS FRANCHISE REGARDING MARKETING ACTIVITIES 10
1.3 DIGITAL MARKETING THEORY 11
1.4 DIGITAL MARKETING CONCEPT 11
1.5 DIGITAL MARKETING 12
1.6 THE FUNDAMENTAL DIFFERENCE BETWEEN ONLINE MARKETING AND TRADITIONAL MARKETING 13
1.7 WHAT DIGITAL MARKETING ALLOWS: 20
1.8 HISTORY OF DEVELOPMENT DIGITAL MARKETING 21
1.9 DIGITAL MARKETING DEVELOPMENT TRENDS 22
CHAPTER 2. ANALYSIS OF THE FAST-FOOD MARKET IN BRAZIL 26
2.1 OVERVIEW OF THE FAST-FOOD INDUSTRY IN BRAZIL 26
2.2 THE RESTAURANTS DISTRIBUTION IN BRAZIL 27
2.3 MARKET TRENDS 30
2.4 PEST ANALYSIS FOR THE FAST-FOOD INDUSTRY IN BRAZIL 30
2.5 FIVE FORCES ANALYSIS FOR THE FAST-FOOD MARKET INDUSTRY IN BRAZIL: 38
2.6 IDENTIFICATION AND ANALYSIS OF THE TARGET AUDIENCE 42
2.8 SURVEY RESULTS 43
CHAPTER 3. MARKET ANALYSIS 47
3.1 INFORMATION ABOUT THE STRATEGY 47
3.2 CURRENT ANALYSIS OF DIGITAL PRESENCE 48
3.3 IMPROVEMENT OF EXISTED ONLINE CHANNELS 50
3.4 ANALYSIS OF THE COMPETITORS DIGITAL PRESENCE 51
3.5 ENHANCEMENT OF THE RESTAURANT'S DIGITAL MEDIA SPACE: 53
3.5.1 INSTAGRAM ACCOUNT 53
3.5.2 TIKTOK 61
3.5.3 MOBILE APP MARKETING 64
3.6 BUDGETING 64
3.7 REPORTING METHODS AND WORK STRUCTURE 65
3.8. RECOMMENDATIONS IN THE FUTURE 65
CONCLUSION 68
LIST OF REFERENCES 69
APENDIX 74
INTERVIEW QUESTIONS 74
CHAPTER 1 8
1.1 COMPANY DESCRIPTION 8
1.2 REGULATORY RULES OF THE CABANA BURGERS FRANCHISE REGARDING MARKETING ACTIVITIES 10
1.3 DIGITAL MARKETING THEORY 11
1.4 DIGITAL MARKETING CONCEPT 11
1.5 DIGITAL MARKETING 12
1.6 THE FUNDAMENTAL DIFFERENCE BETWEEN ONLINE MARKETING AND TRADITIONAL MARKETING 13
1.7 WHAT DIGITAL MARKETING ALLOWS: 20
1.8 HISTORY OF DEVELOPMENT DIGITAL MARKETING 21
1.9 DIGITAL MARKETING DEVELOPMENT TRENDS 22
CHAPTER 2. ANALYSIS OF THE FAST-FOOD MARKET IN BRAZIL 26
2.1 OVERVIEW OF THE FAST-FOOD INDUSTRY IN BRAZIL 26
2.2 THE RESTAURANTS DISTRIBUTION IN BRAZIL 27
2.3 MARKET TRENDS 30
2.4 PEST ANALYSIS FOR THE FAST-FOOD INDUSTRY IN BRAZIL 30
2.5 FIVE FORCES ANALYSIS FOR THE FAST-FOOD MARKET INDUSTRY IN BRAZIL: 38
2.6 IDENTIFICATION AND ANALYSIS OF THE TARGET AUDIENCE 42
2.8 SURVEY RESULTS 43
CHAPTER 3. MARKET ANALYSIS 47
3.1 INFORMATION ABOUT THE STRATEGY 47
3.2 CURRENT ANALYSIS OF DIGITAL PRESENCE 48
3.3 IMPROVEMENT OF EXISTED ONLINE CHANNELS 50
3.4 ANALYSIS OF THE COMPETITORS DIGITAL PRESENCE 51
3.5 ENHANCEMENT OF THE RESTAURANT'S DIGITAL MEDIA SPACE: 53
3.5.1 INSTAGRAM ACCOUNT 53
3.5.2 TIKTOK 61
3.5.3 MOBILE APP MARKETING 64
3.6 BUDGETING 64
3.7 REPORTING METHODS AND WORK STRUCTURE 65
3.8. RECOMMENDATIONS IN THE FUTURE 65
CONCLUSION 68
LIST OF REFERENCES 69
APENDIX 74
INTERVIEW QUESTIONS 74
Nowadays, when digital marketing becomes an integral part of a successful enterprisestrategy, the rapid development of digital technologies and the active participation of users in the online space make it necessary to study the specifics of online promotion in various countries. In the restaurant business, where competition is intense, understanding the specifics of digital marketing becomes a key element of successful market entry.
This work is a project to develop an online strategy for promoting the fast-food restaurant “Cabana Burgers" in Sao Paulo, Brazil.
Cabana Burger, the pioneer of the fast-food concept, has gained its place in the hamburger segment since its founding in 2016. Thanks to the innovative menu, well-known partnerships and unique consumer experience, the brand already has 24 own stores in the capitals and interiors of Sao Paulo and Rio de Janeiro. Now, aiming for nationwide expansion, the network is betting on a franchise model, offering exclusive benefits to first-time investors. The capital injection allowed the network to expand to 24 stores even in the face of the complex Covid-19 pandemic. Now, with a solid business model, proprietary technology and a central kitchen ready to serve 100 more stores unchanged, the chain represents the perfect time to franchise the business and conquer Brazil.
During an interview with the owner and manager of one of the franchises, the company's problem was revealed: a weak online promotion strategy which is characterized by the fact that the company is not sufficiently present on Internet resources, which negatively affects the reputation of the restaurant. In addition, the restaurant does not have its own social networks, such as Instagram, as a result of which the guests of the restaurant do not receive promptly updated information about important events of the restaurant.Since the target audience of the restaurant is quite extensive and includes most of the younger generation aged 16 to 24 years. Cabana Burgers needs to be present on various Internet platforms, especially on social networks, in order to effectively interact with the target audience
The company's project to improve the strategy for the online market involves the development of a full-fledged infrastructure on the Internet, as well as its promotion using various methods and tools.
The relevance of this topicconsists of practical assistance to the company in solving the problem of weak online marketing to promote the restaurant.
The goal of the work is to develop an online promotion strategy for “Cabana Burgers” restaurant.
To achieve this goal, the following objectives must be completed:
• Characteristics of the company and formulation of the management problem.
• Characteristics of the methodology
• Analysis of the Brazilian fast-food market
• Developing of an online promotion strategy for the company
• “Cabana Burgers”
The object of the study is the restaurant “Cabana Burgers”
The subject of the study is an online promotion strategy for “Cabana Burgers” restaurant.
Methodology of work:
The methodological approach for this project is a mixed mix of quantitative and qualitative materials with the analysis of primary and secondary data.
To give the basis for the research the literature review explains the concept of digital marketingand its importance for a business as well the differences between digital marketing and traditional one. The study also examines the advantages and disadvantages of digital and traditional marketing.The literature itself is used from open databases: Google Scholar, CyberLeninka, EBUSCO, as well as the open database GSOM library.
The main research tools for this project:
1. Surveys with the Brazilian target audience
Respondents were selected fromthe city of Sao Paulo, Brazil, they were collected from Facebook groups and also included students from the Brazilian FGV University, including both local and exchange students. This method of selecting respondents allows to cover a variety of socio-cultural groups and obtain diverse opinions and data for research. This approach provides a wide range of answers and an accurate representation of the opinions and views of various groups on the issues under consideration, which makes the survey results more representative and informative.The results of the surveys provide insights into consumer expectations and preferences regarding the restaurant's online presence on Internet platforms, and help to determine the online promotion strategy.
2. Interviews with the management of a franchisee restaurant.
The semi-structured interview was conducted with the management of Cabana Burgers restaurant. A structured interview was a form to conduct in-depth interviews. Open-ended questions were asked so that participants could freely express their thoughts and feelings, which will helped to create an atmosphere of trust and establish contact. After the open questions, more structured questions were asked that helped to get specific information on certain topics, such as current problems of the company, identification of the current target audience of the restaurant and identification of needs to create a marketing strategy. The results of the interview were analyzed and taken into account when developing an online promotion strategy
The work also involves an analysis of the fast food market in Brazil, PEST and Porter's 5 forces analyses. PEST analysis (political, economic, socio-cultural and technological) allows to assess external factors affecting business, such as legislation, the economic situation, socio-cultural trends and technological innovations. The analysis helps to understand the macro environment in which the restaurant operates and predict possible changes, which is important for developing a strategy that takes into account external factors. On the other hand, Porter's 5 Forces analysis allows to assess the competitive environment, including the threat of new entrants, the strength of buyers and suppliers, the threat of replacement, and the degree of competition in the industry. This analysis helps to identify the key factors affecting the competitiveness of the restaurant and help develop an effective online promotion strategy, taking into account the specifics of the market and the competitive environment in Brazil.
When creating and developing an online restaurant promotion strategy in Brazil, benchmarking is used to compare with the best restaurants in Brazil that successfully use online promotion. To conduct benchmarking, data on best practices in the industry is collected, a comparative analysis and evaluation of the restaurant's own business processes with best practices will is conducted.The analysis identifies the strengths and weaknesses of the company's current online promotion strategy, as well as the opportunities and challenges presented by the Brazilian catering market and digital marketing trends.
In addition to the interviews with management, the project will also analyze secondary data such as market research reports, industry publications, and the company's existing online presence. This multi-faceted approach will help to mitigate the risk of bias and provide a more balanced view of the company's strengths, weaknesses, and opportunities for improvement.
Limitations:
• One of the primary limitations of this research project is the potential for bias in the purposive sample of the company's management. To address this concern, the project will employ a triangulation approach, gathering data from multiple sources and perspectives to ensure a more comprehensive understanding of the research topic.
• It is important to note that the findings of this research may not be generalizable to other contexts or industries.
This work is a project to develop an online strategy for promoting the fast-food restaurant “Cabana Burgers" in Sao Paulo, Brazil.
Cabana Burger, the pioneer of the fast-food concept, has gained its place in the hamburger segment since its founding in 2016. Thanks to the innovative menu, well-known partnerships and unique consumer experience, the brand already has 24 own stores in the capitals and interiors of Sao Paulo and Rio de Janeiro. Now, aiming for nationwide expansion, the network is betting on a franchise model, offering exclusive benefits to first-time investors. The capital injection allowed the network to expand to 24 stores even in the face of the complex Covid-19 pandemic. Now, with a solid business model, proprietary technology and a central kitchen ready to serve 100 more stores unchanged, the chain represents the perfect time to franchise the business and conquer Brazil.
During an interview with the owner and manager of one of the franchises, the company's problem was revealed: a weak online promotion strategy which is characterized by the fact that the company is not sufficiently present on Internet resources, which negatively affects the reputation of the restaurant. In addition, the restaurant does not have its own social networks, such as Instagram, as a result of which the guests of the restaurant do not receive promptly updated information about important events of the restaurant.Since the target audience of the restaurant is quite extensive and includes most of the younger generation aged 16 to 24 years. Cabana Burgers needs to be present on various Internet platforms, especially on social networks, in order to effectively interact with the target audience
The company's project to improve the strategy for the online market involves the development of a full-fledged infrastructure on the Internet, as well as its promotion using various methods and tools.
The relevance of this topicconsists of practical assistance to the company in solving the problem of weak online marketing to promote the restaurant.
The goal of the work is to develop an online promotion strategy for “Cabana Burgers” restaurant.
To achieve this goal, the following objectives must be completed:
• Characteristics of the company and formulation of the management problem.
• Characteristics of the methodology
• Analysis of the Brazilian fast-food market
• Developing of an online promotion strategy for the company
• “Cabana Burgers”
The object of the study is the restaurant “Cabana Burgers”
The subject of the study is an online promotion strategy for “Cabana Burgers” restaurant.
Methodology of work:
The methodological approach for this project is a mixed mix of quantitative and qualitative materials with the analysis of primary and secondary data.
To give the basis for the research the literature review explains the concept of digital marketingand its importance for a business as well the differences between digital marketing and traditional one. The study also examines the advantages and disadvantages of digital and traditional marketing.The literature itself is used from open databases: Google Scholar, CyberLeninka, EBUSCO, as well as the open database GSOM library.
The main research tools for this project:
1. Surveys with the Brazilian target audience
Respondents were selected fromthe city of Sao Paulo, Brazil, they were collected from Facebook groups and also included students from the Brazilian FGV University, including both local and exchange students. This method of selecting respondents allows to cover a variety of socio-cultural groups and obtain diverse opinions and data for research. This approach provides a wide range of answers and an accurate representation of the opinions and views of various groups on the issues under consideration, which makes the survey results more representative and informative.The results of the surveys provide insights into consumer expectations and preferences regarding the restaurant's online presence on Internet platforms, and help to determine the online promotion strategy.
2. Interviews with the management of a franchisee restaurant.
The semi-structured interview was conducted with the management of Cabana Burgers restaurant. A structured interview was a form to conduct in-depth interviews. Open-ended questions were asked so that participants could freely express their thoughts and feelings, which will helped to create an atmosphere of trust and establish contact. After the open questions, more structured questions were asked that helped to get specific information on certain topics, such as current problems of the company, identification of the current target audience of the restaurant and identification of needs to create a marketing strategy. The results of the interview were analyzed and taken into account when developing an online promotion strategy
The work also involves an analysis of the fast food market in Brazil, PEST and Porter's 5 forces analyses. PEST analysis (political, economic, socio-cultural and technological) allows to assess external factors affecting business, such as legislation, the economic situation, socio-cultural trends and technological innovations. The analysis helps to understand the macro environment in which the restaurant operates and predict possible changes, which is important for developing a strategy that takes into account external factors. On the other hand, Porter's 5 Forces analysis allows to assess the competitive environment, including the threat of new entrants, the strength of buyers and suppliers, the threat of replacement, and the degree of competition in the industry. This analysis helps to identify the key factors affecting the competitiveness of the restaurant and help develop an effective online promotion strategy, taking into account the specifics of the market and the competitive environment in Brazil.
When creating and developing an online restaurant promotion strategy in Brazil, benchmarking is used to compare with the best restaurants in Brazil that successfully use online promotion. To conduct benchmarking, data on best practices in the industry is collected, a comparative analysis and evaluation of the restaurant's own business processes with best practices will is conducted.The analysis identifies the strengths and weaknesses of the company's current online promotion strategy, as well as the opportunities and challenges presented by the Brazilian catering market and digital marketing trends.
In addition to the interviews with management, the project will also analyze secondary data such as market research reports, industry publications, and the company's existing online presence. This multi-faceted approach will help to mitigate the risk of bias and provide a more balanced view of the company's strengths, weaknesses, and opportunities for improvement.
Limitations:
• One of the primary limitations of this research project is the potential for bias in the purposive sample of the company's management. To address this concern, the project will employ a triangulation approach, gathering data from multiple sources and perspectives to ensure a more comprehensive understanding of the research topic.
• It is important to note that the findings of this research may not be generalizable to other contexts or industries.
During this work, a digital marketing strategy was developed for a separate restaurant under the Cabana Burgers franchise. The relevance of this study is due to the need to use digital marketing in modern business. The growing activity of users in the online space and the rapid development of digital technologies make Internet marketing an integral part of a successful business strategy.
The first chapter examined the theoretical foundations of digital marketing, including its role and importance for modern business. The basic principles and tools of Internet marketing were presented, which allowed us to get a general idea of the possibilities of Internet marketing and its impact on the effectiveness of business strategy.
In the second chapter, an analysis of the fast food market in Brazil was conducted to understand the influencing factors on the market. In addition, a survey among the Brazilian audience was analyzed. This analysis provided important information about the preferences and trends of the audience, as well as about the competitive environment. This data became the basis for the development of a digital marketing strategy.
In the third chapter, a digital marketing strategy was developed for the Cabana Burgers restaurant. Optimal channels of attraction were selected and various Internet marketing tools were used, such as social networks, marketing in mobile applications, improving the current online platforms where the restaurant is represented, as well as working with bloggers and influencers.
Taking into account this strategy, it is proposed to take a number of additional measures to strengthen the brand's position and attract new customers. In particular, it is recommended to implement targeting on Instagram next month after the implementation of the strategy for more accurate and personalized audience engagement, as well as launch contextual advertising in the Google search engine to increase visibility and attract target customers.
In conclusion, it should be noted that the digital marketing strategy for Cabana Burgers is an important tool for its development and achieving competitive advantages in the fast food market in Brazil. However, for the company's further success, it is necessary to constantly analyze the market, monitor changes in consumer preferences and actively use new Internet marketing opportunities. Only in this way will the company be able to remain competitive and develop successfully in the long term.
The first chapter examined the theoretical foundations of digital marketing, including its role and importance for modern business. The basic principles and tools of Internet marketing were presented, which allowed us to get a general idea of the possibilities of Internet marketing and its impact on the effectiveness of business strategy.
In the second chapter, an analysis of the fast food market in Brazil was conducted to understand the influencing factors on the market. In addition, a survey among the Brazilian audience was analyzed. This analysis provided important information about the preferences and trends of the audience, as well as about the competitive environment. This data became the basis for the development of a digital marketing strategy.
In the third chapter, a digital marketing strategy was developed for the Cabana Burgers restaurant. Optimal channels of attraction were selected and various Internet marketing tools were used, such as social networks, marketing in mobile applications, improving the current online platforms where the restaurant is represented, as well as working with bloggers and influencers.
Taking into account this strategy, it is proposed to take a number of additional measures to strengthen the brand's position and attract new customers. In particular, it is recommended to implement targeting on Instagram next month after the implementation of the strategy for more accurate and personalized audience engagement, as well as launch contextual advertising in the Google search engine to increase visibility and attract target customers.
In conclusion, it should be noted that the digital marketing strategy for Cabana Burgers is an important tool for its development and achieving competitive advantages in the fast food market in Brazil. However, for the company's further success, it is necessary to constantly analyze the market, monitor changes in consumer preferences and actively use new Internet marketing opportunities. Only in this way will the company be able to remain competitive and develop successfully in the long term.
