Samenvatting

This research paper focuses on how the use of the internet can be a potential marketing tool for restaurants and local businesses such as bars and cafés. The goal of this research is to set up a consultancy company, specialized in proposing strategies for restaurants using online tools, to enable them to boost their business, especially in times of economic crisis.
The research question is: what services can help restaurants to create a stronger marketing strategy by using internet tools?
The research’s first step is the selection of a relevant segment of the market and its relevant variables. Segmentation was made according to the types of customer that go to restaurants. Four variables were found from interviews with restaurants staff. These are: families, tourists, students, and professionals. In order to analyze the behavior of each group, an online survey was undertaken with additional questionnaires about how people look for a place to eat. The results are that most of the time, they use the internet, word of mouth, or they find a place just while walking in the street. The next step of the research was to find out what services can be used to reach the clients, matching such behavior. These are: review websites, already used by many internet users and considered to be the digital word of mouth; own business websites that are easy to build with specialized softwares; social networks, like Facebook that develop services adapted to local businesses and restaurants; and finally applications for smartphones and GPS, that allow restaurants to be found from anywhere, including people walking in the streets. Such tools also have limits and these are mentioned in the last part of our results, such as the possibility of losing control on objectives and losing authenticity.
The conclusion of this report provides answers to the research question. It enumerates the four internet tools found to help restaurants create a stronger marketing strategy: review websites, own websites, social networks (Facebook), and smartphone’s applications. Constructive recommendations were devised to encourage restaurants and local businesses to go online and maximizing their success as internet marketers. First, restaurants need to be aware of their visibility on popular reviews websites, and take control of their pages by updating and maintaining them regularly. Second, create a website that reflects the image of the restaurant, keeping it simple but functional because it is the online representation of the restaurant. Third, go on Facebook and use it to reach future customers as well as to have a close relationship with subscribers, to communicate offers and to organize events. Finally, restaurants need to be aware of the applications for smartphones which allow clients to find restaurants wherever they are.