In today’s business environment – there is no avoiding digital marketing. Savvy
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In today’s business environment – there is no avoiding digital marketing. Savvy restaurant operators typically monitor seven digital marketing components while striving to assure the success of their operation.
These include:
Website & SEO
Social Media
Reservation Platforms
Delivery Services
Loyalty Programs
Email Marketing
Business Listings and Reviews
This capstone analysis requires each student to review and assess these seven components with an emphasis on the restaurant selected at the start of the course. The seven components are listed below along with a number of questions. You will gather data about each of the seven components and then rate them using a Likert scale. Once rated, you will plot the results on a Importance-Performance graph and use the data to make a final set of recommendations.
Analyzing Digital Marketing (5-7 pages) To complete this assignment, click on the reading at the top of each of the seven categories and familiarize yourself with the component. Each of the seven readings is brief. These readings provide an overview of how restaurants use or engage the component. Once you have completed the reading, gather data about the restaurant you are studying and then answer each of the questions.
Website & SEO
Review: Toast – Your Beginners Guide to Technical Restaurant SEO
Visit the organizations website.
Questions:
Does the restaurant you selected have a website?
What is the site used for (marketing, reservations, merchandise sales, delivery,) Does the website appear updated? Does it list contact information, location, interesting information?
When you search for the restaurant on Google where does it appear – does it rank on the first page?
Social Media
Review: Sprout Social – Social Media Guide for Restaurants
Visit each of the following reservation platforms:
Instagram
Facebook
Twitter
YouTube
Pinterest
TikTok
LinkedIn
Questions:
Does the restaurant you selected use social media? Which platforms does the restaurant populate?
How does the restaurant use social media? Does the restaurant run ads, special offerings, promotions, or loyalty offerings on the platforms where they are active?
How often does the restaurant post? Is the quality of each post high?
How many followers does the restaurant have on each platform?
Reservation Platforms
Review: Upserve – The Best Restaurant Reservation Systems and How to Use Them
Visit each of the following reservation platforms:
Tock
OpenTable
Resy
NextMe
Questions:
Does the restaurant take reservations? If yes, do they use one of the platforms listed above?
How does the use of a reservation system help the restaurant? How does it hurt?
Delivery Services
Review: Toast – Best Food Delivery Services for Restaurants 2021
Visit each of the following delivery platforms:
UberEats
PostMates
GrubHub
DoorDash
Questions:
Does the restaurant offer delivery services? If yes, do they use one of the platforms listed above?
How does the use of a delivery system help a restaurant. How does it hurt?
Loyalty Programs
Review: Upserve – 5 Tips and Tricks for Successful Restaurant Loyalty Programs
Questions:
Does the restaurant offer a loyalty program?
If yes, how does it work? Do they offer discounts through the program? How does the program help the restaurant?
Email and Newsletter Marketing
Review: 7 Shifts – The Guide to Email Marketing for Restaurants
Visit each of the following email platforms:
MailChimp
Constant Contact
Questions:
Does the restaurant have a direct mail or newsletter program?
If yes, how does this help the restaurant? Does it hurt them in any way?
If no – do you think they should offer a direct mail program?
Business Listings & Reviews
Review: Deluxe – Top 20 Places to List Your Restaurant Online
Visit each of the following listing platforms:
Yelp
Trip Advisor
Google
Questions:
How is the restaurant rated on each of the platforms (Yelp, Trip Advisor, Google) listed above? Are the ratings positive, neutral, or negative?
Do the ratings help or hurt the restaurant?
Summarizing Questions
Using the 5 point scale provided (5 being most important, 1 being least) rate the importance of each of the seven categories listed above. Rate the restaurants performance on each of the seven items listed above using the same scale. Plot the results on the spreadsheet tool titled “IPA Chart Template” in uLearn. Be sure to include the IPA Chart in your paper.
What does the data suggest? What is the organization doing well? What could the organization improve?
If you had to offer one final recommendation for improving digital marketing, what would that be? Include a rationale and data that justifies your recommendation.
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Click open the spread sheet and use it to rate each question listed for assignment C.
When you open the spread sheet there’s a box on the top left where you can key in your ratings for each of the items listed in the guidelines. For example – for Website and SEO you will rate performance and importance. If the organizations website is outstanding key in a 5 – use the rating scale to guide your submission. If the importance of the item (in this example, the website) is extremely high – you also rate it a 5.
Do the same for the other items – rate social media, reservation platform, delivery services, loyalty programs, email marketing, and business reviews. Adhere to the rating scale for performance and importance and use your best judgement when assigning a score. If the organization lacks one of the items on the list give it a performance rating of 1.
When you are finished keying in your rating. Save your work and then consider the results. Items that plot to the top left of the spreadsheet require improvement, items on the top right are doing well. Items on the bottom left are low priority and items on the bottom right are receiving too much attention.
Once you have completed the chart, grab a screen shot and pate it into your assignment. Use the chart to inform your recommendations.
