Importance of Diversified Marketing Strategies for Fast Food Restaurant Chains
13 Pages Posted: 12 Feb 2021
![](http://charunivedita.online/777/templates/cheerup2/res/banner1.gif)
Ekaterina Shcherbakova
California State University East Bay
Date Written: November 27, 2020
Every organization needs to consistently adjust operations and marketing strategies in order to perpetually satisfy consumers and reinforce dedication to the vision and mission of the company. The adjustments need to be made over time, according to situational influences as well as internal and external trends affecting consumer behavior. Without a proper marketing strategy, a company may go out of business due to internal and external organizational pressures. Nowadays, as the economies of countries worldwide show signs of crisis, fast food industry players need to adjust their marketing strategies in order to overcome the competition within new circumstances. This literature review demonstrates that in order to succeed in this competition, food chain companies need to combine multiple approaches and use omni-channel marketing campaigns. This article summarizes the research made over the last two decades and suggests topics in this area that can be further researched. The research documents, reviewed in chronological order, are peer-reviewed articles, conference papers, corporate websites and major media resources.
Keywords: consumer behavior, McDonald’s, decision-making process, business strategy, marketing strategy
Suggested Citation: Suggested Citation
Ekaterina Shcherbakova (Contact Author)
California state university east bay ( email ).
25800 Carlos Bee Boulevard Hayward, CA California 94542 United States
Do you have a job opening that you would like to promote on SSRN?
Paper statistics, related ejournals, managerial marketing ejournal.
Subscribe to this fee journal for more curated articles on this topic
- DOI: 10.2991/assehr.k.211209.523
- Corpus ID: 245781997
The Different Perception and Reaction of Customers Towards Traditional Marketing and Influencer Marketing in Food Industry
- Qingyang Ren , Linzhi Zhou , Fengyang Liu
- Published in Proceedings of the 3rd… 2021
- Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
2 Citations
Exploring influencing marketing—consumer insights and creators’ perspectives, do the importance of influencer‐ and customer‐generated content on social media affect willingness to pay more for potential customers, 15 references, the impact of influencer marketing on consumers’ brand perception of travel applications, influencer marketing: how message value and credibility affect consumer trust of branded content on social media, the study of traditional and non-traditional marketing communications: target marketing in the events sector., dissimilarity of e-marketing vs traditional marketing, investigating consumer engagement with influencer- vs. brand-promoted ads: the roles of source and disclosure, evaluating the impact of social media on traditional marketing, the online influencers strategies and their impact on consumers decision process, celebrity vs. influencer endorsements in advertising: the role of identification, credibility, and product-endorser fit, instafamous and social media influencer marketing, nontraditional media in marketing and advertising, related papers.
Showing 1 through 3 of 0 Related Papers
To read this content please select one of the options below:
Please note you do not have access to teaching notes, engaging small‐ and medium‐sized businesses in sustainability.
Sustainability Accounting, Management and Policy Journal
ISSN : 2040-8021
Article publication date: 28 October 2010
The purpose of this paper is to explore how to meaningfully engage small‐ to medium‐sized enterprises (SMEs) in strategies that improve the social and environmental sustainability of their businesses.
Design/methodology/approach
This paper is a conceptual review of the business case for sustainable development that has been offered to the business world. The paper describes the unique features of SMEs that indicate the need to reframe the case for socially and environmentally sustainable business practices for SMEs, and, using arguments discussed in the literature, we summarize the business case for sustainable development that has been specified for SMEs.
SMEs need particular attention when it comes to business strategies for sustainable development, since the business case is not the same as for large firms. Furthermore, tools that are developed to support sustainability in SMEs need to recognize that these companies have different resources and profiles than larger firms.
![](http://charunivedita.online/777/templates/cheerup2/res/banner1.gif)
Research limitations/implications
Sustainable development as a concept captures most issues facing our societies, which means there are endless possibilities for companies to find strategies that will impact – and hopefully improve – their social and environmental performance. While this paper does not provide empirical evidence and support, it offers some insights on practical and social implications of SMEs engaging in sustainability.
Practical implications
This overview may help and give ideas to owners and managers of SMEs to rethink their overall business strategy by not only incorporating sustainability in their core values and actions but also implementing such strategy. In fact, this diversity of opportunities is where there is hope for turning the current world trajectory towards healthy and resilient human and natural communities.
Originality/value
This paper provides review of the current debates and opportunities in business strategies for sustainable development, and an application to the realities of business operations for SMEs.
- Management strategy
- Small to medium‐sized enterprises
- Sustainable development
Stubblefield Loucks, E. , Martens, M.L. and Cho, C.H. (2010), "Engaging small‐ and medium‐sized businesses in sustainability", Sustainability Accounting, Management and Policy Journal , Vol. 1 No. 2, pp. 178-200. https://doi.org/10.1108/20408021011089239
Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited
Related articles
All feedback is valuable.
Please share your general feedback
Report an issue or find answers to frequently asked questions
Contact Customer Support
- På svenska
- Ammattikorkeakoulut
- Lahden ammattikorkeakoulu
- Opinnäytetyöt
- Näytä viite
Improving services marketing strategy for the flight catering company : Case: Company Aeromar- "Aeromar- Saint-Petersburg"
Badakhova, arina (2018).
![effect marketing strategies for restaurant businesses research paper](https://www.theseus.fi/bitstream/handle/10024/158995/Thesis%20Arina%20Badakhova%20.pdf.jpg?sequence=3&isAllowed=y)
Avaa tiedosto
Tiivistelmä, selaa kokoelmaa, henkilökunnalle.
![](http://charunivedita.online/777/templates/cheerup2/res/banner1.gif)
COMMENTS
on the competitiveness of the restaurant industry, Journal of Foodservice Business Research, DOI: 10.1080/15378020.2022.2077088 To link to this article: https://doi.or g/10.1080/15378020.2022.2077088
Small businesses engage in social media marketing to. promote visibility and awareness of their brand within the local community (Taneja &. Toombs, 2014). Small business's social media marketing strategies aid in community involvement by encouraging the community to interact with peers and the wider.
The main goals of marketing strategies for business leaders are to fulfill market. needs, grow market share, and increase shareholder value (Jemaiyo, 2013). Small. restaurant owners must develop stakeholder strategies to support annual strategic. initiatives and assist in exploiting opportunities for growth.
The restaurant industry is the second largest employer in the United States; however, only 33% of restaurants are successful during the first 3 years of operation. The purpose of this exploratory multiple case study was to determine what marketing strategies small independent restaurant owners need for profitability. Aaker's brand equity ...
He did his postdoctoral work at the Florida State University between January 1, 2015 and April 6, 2017. He received his PhD in Business Administration from University of Macau. His current research interests include tourism sharing economy, big data analytics in hotel industry, social media marketing, and human resource management.
the restaurant business. 1.5 Research Question Every restaurant requires a unique marketing strategy in order to attract their target customers. Today, a product offered by a restaurant is a blend of goods and services; a blend, which is unique to the restaurant, and which, therefore, requires a unique strategy.
With the advent of digital media, digital marketing strategies have gained a lot of importance among marketers to reach their target markets and improve their performance. This study aims to examine the effect of various digital marketing tools that can significantly impact the competitiveness of the restaurant industry.
This research examines the relationship between marketing strategies and customer satisfaction within the fast-food restaurant industry, focusing on product and promotional strategies. The study unveils critical insights gathered from a representative sample of 400 respondents. Findings reveal that product strategies, such as incorporating local and international flavors, offering unique menu ...
Past research in this area is scarce, and most focuses on larger establishments. To address the research objectives, 20 small restaurants in Northeastern United States were interviewed. Literature identifies a variety of goals that social media can play in fostering interactions, engagement, relationships, and building communities online, but ...
ore likely to use social media than chains. About 59 percent of the chain restaurants used social media, whil. 75 percent of indepen-dents were doing so. Partitioning responses indicated that most restaurant chains ran their social media strategy from headquarters, as three-quarters of the chain respondents w.
José Alberto Castañeda García is a Professor at the Department of Marketing and Market Research at the University of Granada, Spain. His research interests encompass tourism, e-commerce, mobile commerce, and cross-cultural research. He has written several academic articles published in renowned journals in such areas, ie.
Without a proper marketing strategy, a company may go out of business due to internal and external organizational pressures. Nowadays, as the economies of countries worldwide show signs of crisis, fast food industry players need to adjust their marketing strategies in order to overcome the competition within new circumstances.
Abstract. In his article appearing in this issue (pp. 56-61), Professor Sasser of the Harvard Business School faculty points out the need for food service chains to pursue sophisticated market research in order to comprehend — and respond to — changing consumer needs. The following research report describes one of the tools long available ...
Abstract. Every organization needs to consistently adjust operations and marketing strategies in order to perpetually satisfy consumers and reinforce dedication to the vision and mission of the ...
Lyceum of the Philippines University - Batangas; Westmead International School, Philippines ([email protected]) ISSN: 2243-7703. Received: 1 September 2020 Available Online: 17 November 2020. Revised: 1 October 2020 DOI: 10.5861/ijrse.2020.5916. Accepted: 25 October 2020.
tool; however, some of these owners do not leverage social media marketing strategies to increase sales. Small business owners who fail to implement social media marketing strategies minimizes the potential to gain new customers; thus, negatively impacting sales. The purpose of this qualitative multiple case study was to explore social media ...
ABSTRACT. This paper aims to examine the impact of social media use on consumers' restaurant choices. It presents data from a questionnaire developed for examining social media use and restaurant choice on a trip and home. Exploratory factor analysis was performed to explore the underlying theoretical structure of the phenomena.
This research paper is aimed at investigating the consumer preference for traditional marketing and influencer marketing in food industry. To accomplish this, the researchers set two questionnaire surveys to collect data. These two questionnaires investigated consumers' different attitudes and reaction toward two rose-cake brands (Holiland and LI ZI QI), by showing them the two different ...
How can business respond to the challenge that Greta Thunberg has presented to world leaders? Sustainable marketing, as part of a larger strategy of meeting sustainable goals, is one way. It has become an important practice in the 21 st-century business world. Without a healthy society and environment, economies will fail, and businesses will ...
- The purpose of this paper is to explore how to meaningfully engage small‐ to medium‐sized enterprises (SMEs) in strategies that improve the social and environmental sustainability of their businesses., - This paper is a conceptual review of the business case for sustainable development that has been offered to the business world. The ...
To establish a successful and sustainable competitive advantage, it is crucial for businesses to develop an effective marketing strategy. The primary objectives of marketing strategies include ...
qualitative research study was appropriate for my study of strategies small restaurant. owners use to ensure sustainability of their businesses beyond 3 years. Qualitative research designs include ethnographic, narrative analysis, phenomenological, and case study (Prasad, 2015). Ethnographic researchers study culture.
In today's increasingly service driven markets and with the proliferation of multiple providers, a company has to plan carefully its marketing strategy to stay in the market and surpass competitors. The aim of this thesis is to study services marketing and to gain an understanding of the development of a services marketing strategy.
The purpose of this qualitative multiple case study was to explore the marketing strategies small business restaurant owners use to achieve sustainability beyond 5 years. The sample for this study was four small business restaurant owners in Eugene, Oregon who successfully used marketing initiatives to achieve sustainability beyond 5 years. The