Increasing Younger Customers in Sidart Restaurant through Marketing
Such expectations come with such demands as marketing ideas that would help attract the teens and provide attractive entertainment for them and also give them the possibility of having their self-expression while having their meals at the restaurant. When this is done, there is no doubt that the millennial customers will have a field day in the eatery joint. The good thing is that such kind of services makes them loyal customers and they would also tag along their friends thereby increasing the customer base. Background of the Problem The number of millennial customers who are basically below the age of thirty, visiting restaurants in the New Zealand is remarkably high, surpassing the other age groups. They are mainly referred to as Kiwi millennial customers.
They have also come to realize that each segment of the customer base has its unique preference to a given type of food and must therefore come up with ways and means of studying and understanding them in the best ways they only can. This is in a bid to ensure that they tap the customer base and get the best out of them. The target point for customers in this study is the millennial or generation Y customers. Purpose of the Study This study incepts to furnish the hotel and restaurant owners with the techniques of attracting the pool of millennial customers in their restaurants. Research Objectives • To come up with the techniques of attracting young customers in the restaurant through marketing Scope of the study The study focuses on Sidart Restaurant, one of the top restaurants in New Zealand known for its state of the art services and the provision of modern NZ cuisine.
Millennial customers and Owner of Sirdat Restaurant 3. Stationaries (Pen, Paper) 4. The Internet. Cab. Costs 1. Their way of living, their surrounding and their requirements are quite unique in several ways from the X generation. The task of a potential restaurant owner is to understand them and adapt to their needs and demands and then draw them into their restaurants or the bar. Some of the known methods and techniques of ensuring customer loyalty is the establishment of a rewards system. Other companies have come up with loyalty cards to ensure that the customers realize the best out of their regular purchase at those joints. What will be more useful is the fact that such a system would greatly appeal to the millennial customers who are always excited at the thought of having their regular and repeat transactions recognized by their service providers (Thompson, Kelly R.
It is also established that 55 percent of the millenials prefer having community tables in the restaurants where different groups can sit. The other issue worth noting is that 68 percent of millenials will always get information about the new restaurants and their preferences from their peers and friends. This is what they rely on as their source of information insofar as the information gathering is concerned (Kang, Juhee, Jinhyun Jun, and Susan W. Arendt 16). It is also established that 87 percent of the millenials will order very expensive meals even when it is apparently clear that they lack the kind of money that would resonate with the lifestyle. Studies have shown that while the millenials go about looking for new foods, they have specific needs and aims which include: • Food varieties comprising of traditional dishes that have non-traditional sauces and side dishes • Different salad types with greater types of salad sauces and dressings • The dishes that is specially prepared from the raw vegetable and fruits with established origins as well as preparation methods.
• Meals that are prepared from chicken are still very popular among millennial customers • The homemade juices, cocktails and liquors from the fresh vegetables and fruits are also very popular among the millennial customers. Millennial customer’s attitudes Millennial customers in New Zealand have demonstrated their love for fast foods in restaurants, especially during lunch and dinner meals. This can be demonstrated in the mushrooming number of restaurants being set up in New Zealand on a daily basis. It is no doubt that the millennial, despite their feeding enthusiasm, have met a fair share of criticism on their spending nature as they do so on eating out in restaurants and do less when it comes to savings. While this issue seems to have taken a good dimension, it is noted that the restaurants are not making quite a milestone in terms of profits due to fierce competition.
The restaurants only boast of a 3 percent profit and the consoling fact is that no one goes to the hospitality industry to get rich. The study, while undertaking a comparative study, established that the difference between the millennial customers in New Zealand and that of the 45 to 54 age group customers was that the older customers had seen their shopping trends in supermarkets upped and this indicated that the older ones were equipped to cook up a tempest. The difference is brought about by the discretionary choice of millennial forgoing the other products and settling on food, while the older customers forgoing nothing as part of their consumer behavior. It is therefore, It upon the hospitality industry and especially the restaurant owners in New Zealand to come up with techniques that would ensure that the millennial pool of customers are tapped and brought to the restaurants as better services will lure them and win them over as repeat customers.
Data Collection Questionnaire will be distributed to 100 millennial customers from malls and restaurants after the ethical consent form has been signed. The researcher will randomly supply the questionnaire to the generation Y and have them signed. Care will be taken not to store any critical information from the customers for confidentiality purposes. Telephonic interviews will also be conducted with at least 10 millennial customers through random sampling approach and semi-structured interviews. Data Analysis The thesis will make use of Excel software to verify the hypothesis and test the correlation between the variables and the answers presented through charts and graphs. "Moderating roles of customer characteristics on the link between service factors and satisfaction in a buffet restaurant. " Benchmarking: An International Journal 23. Thompson, Kelly R.
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