BUS217 WE200A2S1 PDF

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Assignment #2 Submission #1 (A2S1)

Ishant Mithrani (Student Number: 301434312)

Simon Fraser University Critical Thinking in Business BUS 217W (E200) Instructor – Luana Carcano Business TA: Marisa Sun Language TA: Fatima Jalali October 31, 2020

TO:

Jessica Chiu Regional Marketing Manager

FROM:

Ishant Mithrani Assistant Marketing Manager

DATE:

October 31, 2020

RE:

Marketing Recommendations for Customer Engagement

Due to COVID-19 pandemic, the restaurant business is experiencing a decline of around 85% in sales (Haas et al., 2020) and the rising concerns about the public health has shifted the dining options from on-premises to off-premises by making it a “next normal” (Sneader & Singhal, 2020). As a marketing manager I believe that the below-mentioned plan of action can help us keep our customers engaged by increasing sales and maximizing customer satisfaction: 1. Increasing Digital Presence: Having digital presence both on all third party food delivery applications (Uber Eats, Foodora, SkipTheDishes, Doordash) and social media (Facebook, Snapchat, Instagram) can help us to boost our sales, increase our brand presence and create awareness among our customers. Although we are present on most of the channels but not every; also, there is no regular content posting. For achieving this, it will be required to post content regularly on our social media handles and ensuring that all our outlets are listed on every third party food delivery applications. Posting regular content about our offers, safety measures, healthy menu items etc. can help us increase traffic on our platforms and from there with the help of data analytics, we can customise the offers, menu items, food recommendations etc. for our customers (Haas et al., 2020). According to a report by Statista using social media for marketing purposes can help in increasing the exposure by 86%, traffic by 78% and sales by 59% (Guttmann, 2020). 2. Menu Alteration: Being a shift from on-premises to off-premises dining options and rising concerns about health by the customers, we have to focus on altering the menu by putting more focus on healthy food items (Haas et al., 2020) and at the same time making sure that items are packaging friendly because there is a rise in online ordering due to the current pandemic (Lucas, 2020). Also, we have to introduce the new protective packaging which will ensure food safety. These changes regarding menu and packaging will help us in creating content for our social media handles concerning healthy eating food options and safety protocols. Another change that we can adapt is enabling our late night and happy hours on online platforms i.e. shifting them from dine-in-only to both dine-in and take away orders. 3. Re-designing Restaurant: During this pandemic being contactless is the preferred choice, keeping this in mind, we can redesign our sitting areas to ensure minimum contact. We can introduce some

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technology like a conveyer belt serving or robotic serving (Haas et al., 2020). This can help us in attracting more customers as it will ensure less contact and will act as a centre of attraction for new customers; at the same time will increase our working efficiency. Also, we can start customer loyalty points which may urge people to order more from our restaurant to avail different offers available; this can help us to make people directly order from our websites or choose to take away/ pick up options resulting in no payment to the third party food delivery applications which charge around 25-30% value of each transaction (Becker et al., 2020). As per my recommendation, in the light of keeping customers engaged by providing maximum benefits to customers, Cactus Club Cafe' and the community choosing the first plan of action i.e. increasing digital presence will be most suitable as it is one of the most cost-effective options and will help us to interact with our customers by creating brand awareness, presence and exposure. Also, it is one of the foundations for other options that we can implement. If you would like more information about any of the above mentioned plans, please send me an email at [email protected]. I look forward to hearing about the final marketing plan.

References Lucas, A. (2020, September 29). Pandemic forces a reckoning for restaurants coping with capacity limits and new consumer habits. CNBC. https://www.cnbc.com/2020/09/29/coronavirus-pandemic-forces-a-reckoning-forrestaurants-with-capacity-limits.html. Sneader, K., & Singhal, S. (2020, March 23). Beyond coronavirus: The path to the next normal. McKinsey & Company. https://www.mckinsey.com/industries/healthcaresystems-and-services/our-insights/beyond-coronavirus-the-path-to-the-next-normal. COVID-19 Era Serves Up Big Changes for U.S. Restaurants. Morgan Stanley. (2020, July 17). https://www.morganstanley.com/ideas/coronavirus-restaurant-trends. Haas, S., Kuehl, E., Moran, J. R., & Venkataraman, K. (2020, May 19). How restaurants can thrive in the next normal. McKinsey & Company. https://www.mckinsey.com/industries/retail/our-insights/how-restaurants-can-thrive-inthe-next-normal. Guttmann, A. (2020, May). Benefits of social media marketing worldwide 2020. Statista. https://www.statista.com/statistics/188447/influence-of-global-social-media-marketingusage-on-businesses/. Becker, S., Haas, S., Kuehl, E., Marcos, I., & Venkataraman, K. (2020, July 28). Delivering when it matters: Quick-service restaurants in coronavirus times. McKinsey & Company. https://www.mckinsey.com/industries/retail/our-insights/delivering-when-itmatters-quick-service-restaurants-in-coronavirus-times.

BUS217W Assignment #2, Submission #1 of Grade Grading Rubric Criteria Achieves Writing Objectives (O)

Score: /4

Includes Persuasive Message Appeals to Ethos, Pathos, and Logos Using Credible Data/info Sources (P)

Score: /6

Conducts Quality Research Score: /2

7%

Does Not Meet Expectations

Meets Minimal / Some Expectations

Meets Expectations

Exceeds Expectations

Message achieves few or none of the writing objectives.

Message achieves some of the writing objectives.

Message achieves most of the writing objectives.

Message achieves all of the writing objectives.

0 or 1

2

3

4

Persuasive methods not used effectively, fails to persuade audience, and/or source and information credibility questionable.

Some persuasive methods evident. Supporting source and information credibility may be considered questionable.

Three persuasive methods are used effectively, some weakness in argument or source credibility.

Three persuasive methods are used effectively, strong impact on audience.

0 or 1

2

4

6

Research needs extensive improvement to be sufficient, verifiable, reliable, recent and relevant.

Research needs improvement to be sufficient, verifiable, reliable, recent and relevant

Research is at an acceptable level of due diligence to be sufficient, verifiable, reliable, recent and relevant.

Research is exceptional in the areas of being sufficient, verifiable, reliable, recent and relevant.

0 or 0.5

1

1.5

Inappropriate tone is used throughout message.

Inappropriate tone is used in one or more sentences, may create audience resistance.

Tone is appropriate throughout the message and does not create resistance.

Tone is exceptionally attuned to the reader and the context, helping to create a receptive audience

0 or 1

2

3

4

Organization is flawed, will create audience resistance.

Organization is flawed, may create some audience resistance.

Organization is evident, minor flaws unlikely to create resistance.

Well organized

0 or 1

2

3

4

Recommendation is unclear and difficult to understand.

Recommendation struggles to present material in a clear way, but an attempt is made.

Recommendation is satisfactorily written and provides acceptable understanding to reader.

Recommendation is exceptionally written and provides comprehensive understanding to reader.

0 or 1

2

3

4

Writing is not concise.

Frequent instances where writing is not concise.

Writing is mostly concise.

Writing is concise.

0 or 1

2

3

4

Content is unclear and difficult to understand.

Content struggles to present material in a clear way, but an attempt is made.

Content is satisfactorily written and provides acceptable understanding

Content is exceptionally written and provides comprehensive

2

Sets and Maintains Tone (T)

Score: /4 Organizes Message Effectively for OIA Problem-solving Memo (OIA) Score: /4

Clearly Presents Recommendation (R)

Score: /4

Conveys Message Concisely (C) Score: /4

Conveys Message Clearly (Cl) (Appropriate level of

detail, and word usage) Score: /4 Writes Effectively (mechanics (grammar, sentence structure, paragraphing, spelling, and punctuation) (M)

Score: /4 Follows Accepted Business Conventions (B) Score: /4 Accurately and Ethically Reference APA (A) Score: /2

Final Grade

to reader.

understanding to reader.

0 or 1

2

3

4

Message has 6 or more errors.

Message has 4--5 errors.

Message has 1--3 errors.

Message is error-free.

0 or 1

2

3

4

Message has 3 or more errors.

Message has 2 errors.

Message has 1 error.

Message is error-free.

0 or 1

2

3

4

Message has one to two errors.

Message has one to two errors.

1.5

2

Message has five or more errors. 0 or 0.5

Message has three to four errors. 1

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