Impacts of marketing strategies on casual restaurant sales

Abstract

This study aims at investigating the impact of marketing strategies, i.e., digital marketing, green marketing, and sensory marketing, on restaurant sales a s well as examining the mediating role of sensory marketing in the effect of digital marketing and green marketing on restaurant sales. Developing a literature-based questionnaire to harvest data from a sample consisting of owners or managers of small and medium-sized casual restaurants and analyzing such data using SmartPLS 3.0, it was acknowledged that restaurant sales as an endogenous variable is significantly influenced by these three marketing strategies. Moreover, it was revealed that sensory marketing is a significant mediator in the effects of digital marketing and green marketing on restaurant sales. The originality of this study is that it expands the literature emphasizing the importance of marketing strategies integration to achieve higher sales. Specifically, the study contributes to the literature indicating that restaurants must consider sensory marketing strategy as a key mechanism to enhance the efficiency of digital marketing and green marketing efforts.