Transcript
Experiential Learning Project
DeliverablesExperiential Learning Project
Deliverables Developing a marketing plan primarily for social media
engagement for the restaurants at Avari Hotel, Karachi.
Develop Brand positioning of restaurants at Avari Hotel for younger generation and provide insight about the industry.
Develop a strategy to increase the footfall in the restaurants at Avari Hotel, Karachi
Experiential Learning ProjectAdvisor
Farahnaz Baig
Team LeadMuhammad Raza Ayub
Team MembersMuhammad Osama SakhaMuhammad Usman Azam
Hyder Abbas MuftiMinhaj-bin-Mushtaq
Project Terms of Reference
Project Terms of Reference
Project Sponsor’s Representatives
Mr. Dinshaw Byram Avari – Director
Mr. Kamran Sani – Director of Sales
Ms. Shajia Raza – Public Relations
Sample Size
Online Surveys – 50 individuals Personal Interviews – 40 individual interviews
Focused insights as per request Focus Groups – 16 individuals
Total sample: 106 individuals
Focus Groups Total of 2 Focus groups were
conducted. Each focus group of 8 students,
currently studying at IBA.
Focus Groups - Insights
We like dining out. Refreshing, socializing, enjoying food with ambience, variety of food,
experience. Food is part of the experience.
Ambience and taste go hand in hand. PC Chandni (Fine Ambience. Food is not that good).
Share one experience to remember; Arizona Grill, Koffee Chalet, Ginsoy, Beach Luxury, Kolachi, Café 44,
Dining out 4-5 times on average in a month. (Lunch with friends, dinner with family).
We like fine dining . (Ambience and Food) Hotels: Ambience is fine/ Food is satisfactory.
Focus Groups - Insights Price Points
Willing to spend upto 2500 PKR , if there is value for money. Dynasty is fine, but ginsoy wins it on value for money.
Preferred Cuisines: Chinese, Continental, Seafood and BarBQue.
Top 3 hotels: PC, Marriot and Movenpick.
Top of the mind recall: Arizona Grill, Roasters, Ginsoy, Charcoal, Kolachi.
Focus Groups - Insights
Mediums influencing a dine out experience: Family/Friends/Word of Mouth Social Media Online Reviews
Stand Alone Restaurants/ Hotels Price Points a major difference.
Focus Groups – Picture Association Avari Towers: Corporate, Expensive, swimming
pool. Marriot: 5-star, much better than avari, Ballroom,
hospitality, high quality. Movenpick: Sheraton,Sheesha, Expensive. Worst
Pakistani Food. PC: Respectable, Cakes, Live Kitchen, highly
sophisticated. Noodle House is good.
Focus Groups – Picture Association Dynasty: Chinese, Fine food, old feel. Fujiyama: Japanese, kung fu. Cinnamon Café: Café feel. Sky BBQ: Live Food. Asia Live: No comments. Aylanto: Pretty Place. Café Flo: Good Food. Roasters: Everyday café, good food. Jade Garden: Narrow, Not good. Ginsoy: Best Chinese place, dragon chicken, prawns.
Focus Groups - Statements First thing that comes to mind when it comes to dining out at Avari Towers.
With Friends: No With Family: Yes.
Fine dining at premium hotels: they lack freshness in food and taste. Environment is too formal. You have to follow certain norms. You cant ease up with friends. Live Kitchen.(Can be a plus). TGIF , Dubai ( An example for fine dining restaurants in Karachi-
Complete Experience). Fine dining at hotels can be occasion based. (Engagements, Post
Marriage dinners). Kolachi( Best Restaurant in Karachi.) Ginsoy.(Best Chinese Place in Karachi)
Personal InterviewsProblems
Personal Interviews 40 personal interviews were conducted Mostly conducted through Skype and phone calls
while a few were face-to-face. Majority consisted of graduate students mostly IBA
Alumni. Few recently married individuals
16
24
Personal Interviews - Composition
UndergraduatesGraduates
Interviews
18
22
Gender Composition
Male Female
Interviews Dining Out All respondents had a preference for dining out
Reasons Change of environment Relaxation point Break from your daily routine Quality food Meeting place (Friends, Family, Colleagues)
Frequency of Dining out More than 2 times a month
2
27
11
Time of Day
BreakfastDinnerLunch
Timings Dinner
Office workers Busy schedules in day time Hanging out with friends and family Celebrate special occasions
Lunch During office hours With office colleagues or friends nearby
Breakfast After dropping off kids Or breakfast with kids
1 2 3 4 50
2
4
6
8
10
12
14
16
3
15
12
8
2
Frequency of fine dining / month
Fine Dining Respondents preferred fine dining
Exotic dishes (Japanese, Chinese, Thai, Barbque etc.) Cultured Environment Premium feel High customer service Peaceful Environment Not many entertainment spots in khi
Frequency of fine dining Majority dines out around 2 times per month
700-1000 1000-1500 1500+0%
10%
20%
30%
40%
50%
60%
13%
35%
53%
Average Spending / per head
Cuisines
Italian
/French
Japa
nese Tha
i
Turkish
/Laba
nese
Chines
e
Barbeq
ueStea
k
Seafoo
d
Others
0%10%20%30%40%50%60%70%80%
Cuisines Traditional dishes don’t count as fine dining New dishes available at these restaurants Gives a change taste Like trying new things out Preference for Chinese food, Steak, Thai dishes
Café Fl
o
Ginsoy
Dynast
y
Café Ayla
nto
Kolachi
Suzie
Wong
Roasters
Arizona G
rillOkra
Little
China
China Town
0
1
2
3
4
5
6
4
6
5
3 3 3
4
6
2 2 2
Fine Dining Resturants
Fine Dining Resturants
PC Movenpick Ramada Marriot Avari Regent Plaza0
2
4
6
8
10
12 11
7
1
10
9
2
Fine Dining Hotels
Hotels Fine Dining at Hotels
A luxury above normal fine dining, because to the whole created experience.
Preferred for events or special occasions
Avari 2 tier hotel
Still considered a luxury hotel due to limited high end hotels in Karachi
Low value for money Low brand awareness of restaurants except dynasty
Seen as branded house rather than house of brands Location
People want to avoid the evening traffic but some prefer it because of central location
Poor entrance The notice signs are unclear
Business Hotel Corporate guests Unilever
0
5
10
15
20
25
Avari Hotel – Quality Traits
Very PoorPoorSatisfactoryGoodExcellent
Dynasty Asia Live Cinnamon Lounge.
Fujiyama Sky BBQ0
10
20
30
40
50
60
70
80
1st Priority2nd Priority3rd Priority4th Priority5th Priority
Restaurants
Restaurants Dynasty standing out as the most popular
Good reviews Reasonable pricing Quality taste Great Ambiance
Cinnamon Lounge had almost negligible presence in the minds of respondents
Mode of Awareness
Online reviewsReviews from
friends/Relatives Advertsing Social Media Traditional Print
Advertising
0%
10%
20%
30%
40%
50%
60%
70%
25%
65%
8%
3%
Medium of Influence
Standalone vs Hotel Restaurants Preference for Standalone
Easy Parking Purpose of hotel is different High value for money Quality taste in standalone restaurants Frivolous environment Easy to spot
ONLINE SURVEYS-INSIGHTS
4894%
36%
Preference for fine-dining
YesNo
1937%
2651%
612%
Average expenditure on fine-dining
PKR 700-1000PKR 1000-1500PKR 1500+
Family Friends Office Colleagues Others0
5
10
15
20
25
30
35
40
45
71%
82%
18%14%
Preferred Companionship
Barbecue
Chinese
Steaks
Seafood
Lebanese/Turkish
Japanese
Others
0 5 10 15 20 25 30 35
Preferred cuisines
57%
63%
67%
47%
16%
10%
16%
4/5 Star Hotel Restaurants
Stand-Alone Restaurants
0%10%20%30%40%50%60%70%80%90%
What type of Restaurant comes to one’s mind when asked about Fine Dining
4/5 Star Hotel Restaurants
AvariMovenpickPCOthers
16% (3)
32% (6)
42% (8)
10% (2)
Attributes rating for a fine-dining restaurant
Attributes of extreme importance
Price
Variety
Duration of serving
Hospitality
Ambience
Taste
0 5 10 15 20 25 30 35 40
24%
29%
26%
42%
43%
78%
0
5
10
15
20
25
30
Series 1
60%
4%6%
0%
THE MOST INFLUENTIAL MEDIUM!
Recommendations Social media engagement pages
All restaurants engagement pages to be separate Theme based Name recall increases
Posting menus online Plan ahead and decide, try-out new dishes
Conducting social media engagement activities Free fortune cookie if you post a check in at Dynasty
for instance. Complimentary dessert at Fujiyama for checking in.
Recommendations
Offering discounts on weekdays to the customers. 15% off on the total bill. Buy one course and get 50% off on the second course. Free dessert
Moving from customer satisfaction to customer delight. Gifts, souvenirs to loyal customers/ Reward Points.
Reaching partnerships with food review agencies. (Karachi Snob, Karachi Food Diaries)
Targeted advertising, visibility, customer engagement
Recommendations Reaching partnerships with cinemas across
Karachi. Free tickets to the customers who dine out at Avari
(Over the total expenditure of PKR5000+) Enhancing the product line for Cinnamon café.
Introducing gourmet burgers/ Sandwiches. Mock tails /Cocktails. Cold lattes/ Coolers
Recommendations Marketing the chefs and their
experience/credentials on social media platforms. Small videos. Testimonials.
Marketing the “Live cooking experience.” (For example: live sushi)
Marketing tool: Using chef as a character to connect with people
Engage people while cooking
Recommendations Cover image - Make sure you take full advantage
of your cover image. You have 851x351 pixels to market your business for free. Include delicious photos of your food, or people having a good time enjoying a meal with friends
Facebook Page Tabs - Use tabs on your Facebook Page to entice people to visit your eatery
Check in increases visibility
Recommendations Geo target your ads: You can target your ads to be
seen only by Facebook users in your particular geographic location. You can also target your ads to be seen by those with specific likes, and by those who like certain pages.
RecommendationsTwitter Marketing.
Using trending hashtags. Example: #sweetthings #heavenlyfood.
Using specific/niche hashtags.Example: #dynasty #chinesecuisine #elegance #creatingexperience.
RecommendationsInstagram/ Facebook – Pictures. Asking the customers to share the pictures of their
food on the specific restaurant pages with a certain hashtag.
Increases food pictures. Brings more traffic on the page.
The picture with most views and likes can be incentivized.
RecommendationsInstagram/ Facebook – Pictures.
Using Instagram as an effective to market to younger generation.
Employee appreciation: Pictures of chefs working delicately to prepare the meals.
Sharing the pictures of the events on the social media.
Points of Differenciation Fine Dining Menu. Customer Service. Marketing your dishes- Try to be different.
Visually appealing. Food has to be interesting. (Marketing the creativity)
Enjoying the culinary art and marketing it. Reward System.
Not just discounts but Free meals.- Long term Loyalty. On 5 visits, you get a free main course for one person.
Safety over accessibility.
“We don’t call them chefs, we call them Culinary Artists.”
“We just don’t create food, we create experience.”
“Good friends, Good food and Good times.”
“Not settling down for anything less than the best.”
The Right Philosophy
THANK YOU
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