Marketing communication approaches and independent restaurant success and failure in an urban restaurant industry in the Eastern Mediterranean

Abstract

Previous, but very broadly-focused, research has indicated that substantial differences may exist in marketing approaches used by successful and failed independent restaurants. If true, then future studies investigating marketing in the independent restaurant industry should prioritize research on those methods used predominantly by successful restaurateurs. There is little point investigating methods that guide restaurateurs on how to use marketing approaches that enable them to fail better! In this study, we examine for the first time, in-depth using a qualitative questionnaire, how marketing communication approaches used, differ between successful and failed independent restaurateurs. Substantial differences were found between the two sets of restaurateurs. Recommendations for prospective independent restaurateurs and those who have recently established their restaurants are discussed. Complimentary studies in other locations, and on franchise (chain) restaurants, are urgently required in order to determine if the substantial differences identified in this study occur across the board.

Keywords

• restaurants
• marketing communication
• sales promotions
• customer relationship marketing
• customer retention