The role of Digital marketing in Building a successful brand within restaurant industry

The main purpose of this research would aim to investigate the role of digital marketing within restaurant
industry. I would like to research the process and methodology required to build restaurant brand and gain
insight on how carefully planned digital marketing strategy can be used as a tool to develop a brand
within restaurant industry. Particularly I would like to investigate the steak house chain established by
Nusret Gökçe nicknamed Salt Bae. Who thanks to his unique techniques of preparing and seasoning
meats together with smart use of digital media become a internet celebrity and used this status to promote
his establishments.
Research Questions and Objectives:
Research questions
– How to build a successful brand
– How to build and maintain successful relationship between brand and customer
– The importance of brand in restaurant industry
– How promotions associated with particular brand allow to gain competitive advantage
– How digital marketing can be used to build brand awareness
– The reach of digital marketing and how restaurant can use it to create online presence
– How celebrity endorsement can be used to develop a restaurant brand
Research objectives
– To understand how branding can determine success of the restaurant
– To understand steps required to build successful brand
– To understand how use of promotion can build brand awareness and brand loyalty
– To understand how digital marketing can be used to promote restaurants
Method: Secondary data collection
Research Design:
Research will use secondary sources to investigate the brand of a chosen restaurant
(Nusr-Et) Their brand and promotional tools used to build and maintain brand awareness and competitive
advantage.
Data Collection:
Secondary data collection using internet resources and online databases. Furthermore, phone interview
with owners of similar establishments will be conducted in order to compare other restaurants in the
industr