Case description: "Savory Seasons" - Spring renewal in the hospitality industry
This is a fictitious case where the roadmap from this blog has been applied.
Company Profile
"Savory Seasons," a renowned restaurant known for its focus on seasonal and local cuisine, has a vibrant physical location and an active online presence.
Objective
For the spring season, Savory Seasons' goal was to increase sales by 20%, improve customer satisfaction, and increase online visibility and engagement.
1. Preparation
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Market and trendanalysis
Research on spring food trends showed a growing interest in light, fresh dishes and spring vegetables. -
Feedback and evaluation of previous seasons
Customer feedback highlighted a preference for healthy, refreshing meals and an open, airy dining environment. -
Setting Goals
The goal was to increase sales by 20% and social media followers by 30%.
2. Menu and offerings
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Seasonal menu adjustments
Introducing a new spring menu emphasizing fresh, light dishes and seasonal ingredients. -
Inventory Management
Ensuring an abundant supply of fresh spring produce.
3. Physical location
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Restaurant decoration and atmosphere
Decorating the restaurant with spring flowers and pastel colors to create a fresh and inviting atmosphere. -
Thematic Events.
Organize special spring events, such as a "Spring Tasting" evening with new dishes. -
Improve customer experience.
Introducing new, seasonal drinks with personalized straws and creating an outdoor dining area for spring with printed table decorations.
4. Digital presence
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Website and social media update
Updating the website and social media profiles with images of the spring menu and the restaurant's updated atmosphere. -
Online marketing and advertising.
Promote spring events and the new menu through targeted social media campaigns and email marketing.
5. Customer loyalty and communication
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Email marketing
Sending newsletters with information about spring events and special menu offers. -
Loyalty program expansion
Special spring offers for loyalty program members.
6. Analysis and adaptation
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Performance Monitoring
Daily tracking of online feedback and reservations to identify trends and customer preferences. -
Flexible customization
Adjustments to menu and marketing strategy based on early feedback and performance data.
7. Aftercare
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Evaluation and feedback collection.
Conduct a detailed evaluation after the spring season, including customer satisfaction surveys.
8. Continuous improvement
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Documentation and Learning:
Capture lessons learned and success strategies for future seasonal adjustments.
Result
Savory Seasons realized a 22% increase in sales and saw a significant 35% increase in social media engagement. The spring menu and events attracted new customers and strengthened the loyalty of existing customers. The data and feedback collected will serve as valuable insights for future seasonal planning and improvements.
