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Event-Marketing Strategy Development for Chain Restaurants

Student: Sofia Rogozhina

Supervisor: Julia Trabskaya

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Experience Economy: Hospitality and Tourism Management (Master)

Year of Graduation: 2020

This master thesis is aimed at examining the features of event marketing in in Saint-Petersburg’s chain restaurants, identifying the presence of relationships between restaurants in the use of a particular event format in order to develop event-marketing strategies that will serve as a practical guide for restaurateurs when entering the chain restaurant market. In the first chapter of the dissertation, the literature on the role of event marketing in various spheres, and, in particular, in the gastronomy and restaurant industry, was studied. Modern approaches to measuring the effectiveness of restaurant marketing activities were also studied. The second chapter presents an empirical study, which consisted of splitting a sample of chain restaurants (54 chains) into clusters by event-activities using the IBM SPSS Statistics 26 program. Then, using the same program, the relationship between restaurant clusters and their quantitative and qualitative characteristics was determined. Our analysis confirmed that those restaurants that actively promote their activities on Instagram, use hashtags and inform users about upcoming events, are more focused on holding different formats of events and, accordingly, have a higher rating in the Yandex search box. The average bill turned out to be an insignificant indicator that does not affect event activity. Conclusions are also made about whether the presence of a children's room affects the event-formats, whether the choice of cuisine depends on the presented event activities in restaurants, and what is the status of the restaurants’ affiliation in the selected restaurant clusters (independent chains/chains that are part of restaurant holdings). This research formed the basis for creating the event marketing strategies that can be used by both new market players when entering the restaurant market in Saint-Petersburg, as well as marketers and digital specialists of the restaurant industry.

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