#FoodServiceIndustry - #DigitalMediaMarketing Strategy by Ittisa Digital Media Agency

1. FOOD SERVICE
INDUSTRY
DIGITAL MEDIA STRATEGY

2. INDUSTRY OVERVIEW
Largely unorganised sector, scope for brand building
QSR- Quick Service Restaurants have emerged as the largest
segment
Global cuisines like Mexican, Italian, Thai and Japanese are
gaining popularity
Home delivery of food is a new trend
Localisation of menu and experiential eating is the key for success

3. Market Break-Up
5%3%
44%
26%
22%
Fine Dining
Casual Dining
QSR
Cafes
Bars and Pubs
With the increase in
disposable incomes and
consumption patterns,
Indians are increasingly
eating out.
The Indian Food Service
Industry is expected to
grow to around USD 68
Billion by the end of
2018.

4. WHY SOCIAL MEDIA?
The popularity of
social media,
smartphones and
mobile apps have
made a major impact
on nearly every
industry in the last
couple of years and
the food service
industry is no
exception.
80%
88%
of people will look up a restaurant
online prior to visiting it for the
first time. This can include
checking for a website and reading
reviews on social media channels.
of people who look up a restaurant
online will take action that same
day and will use online reviews
when making their decision about
where to eat.

5. SCOPE FOR SOCIAL MEDIA
Food Service
Conversations Online
2%3%3%
5%
10%
77%
Experience
Taste
Marketing
Value
Choice
Service
77% of the audience chose
experience whereas only 10%
of them chose taste as topics
dominating social
conversations online!
Brands can explore
this arena in order to
drive social
conversations.

6. CUSTOMER BEHAVIOUR ON
SOCIAL MEDIA
Seeking
Information
Sharing
Information
Tracking
Information
Broadcasting
Information
Social Media

7. WHY SHOULD YOU DO IT?
Why Do Consumers Follow Restaurants
on Social Media?
To get Promotional
Deals
To learn about
New Items
To know where Free
Food is being offered
To learn about
New Locations
To learn about
New Ads
25%
29%
37%
66%
67%
People are far
more selective
when it comes to
eating out.
People are more
inclined towards
sharing their
dining experience.
Social Media now
plays a bigger role
in marketing.
Decisions are more
influenced by
information found
online.

8. COMPETITIVE
LANDSCAPE

9. MAJOR PLAYERS

10. OVERVIEW
Activity Patterns
Popularity and Reach
Impact on their Sphere
of Influence
Engagement level on
Social Media
Presence on Social
Networks
Sentiments associated
with Conversations
Publicly available information on the Web is captured and analysed to create a
comprehensive report about a brands Social Media presence and online activities.
The intent is to help a company better understand the performance of and reaction
towards the brand on Digital Media and turn social media into strategic insights to help
them develop operational intelligence and situational awareness.
The brands’ online behaviour is mapped and classified based on:

11. Social Media Quotient (SMQ)
‘Social Media Quotient’ measures a
brands’ performance on social
channels. It is calculated on the
analysis of ‘Presence & Performance’
of various social media assets; it takes
into account- connections/ followers/
public posts, engagement level,
influence, technology adoption etc.
The following channels have been
covered under SMQAnalysis

12. Competitor
Channel Analysis

13. Facebook
Hard Rock
Cafe
Toit
Brewpub
Arbor
Brewing
Company
Biere Club Windmills
Craftworks
Monkey Bar
17.6
16.5
14
22.7
29.729.9
Twitter
Hard Rock
Cafe
Toit
Brewpub
Arbor
Brewing
Company
Biere Club Windmills
Craftworks
Monkey Bar
18.8
12.1
10.8
0
13
30.8
Relative Performance
Hard Rock Cafe tops the list with
134,ooo fans and 475 likes on their
last 7 posts. Toit Brewpub follows
with 33,000 fans and 442 likes on
their last 7 posts.
Hard Rock Cafe again tops the list
with 20,900 followers and 14,000
tweets. It has no close competitor.
Monkey Bar comes second with 380
followers and 1821 tweets.

14. Best Practices

15. Relative Performance
Website
Hard Rock
Cafe
Toit
Brewpub
Arbor
Brewing
Company
Biere Club Windmills
Craftworks
Monkey Bar
3030
20
30
10
30
A website is the most important online asset of all. It should reflect the
brand personality and the core business of the company. Hard Rock Cafe,
Arbor Brewing Company and Monkey Bar all have fully integrated
websites. ABC has a good website but it is not dedicated to Bangalore.

16. Best Practices
Toit has a great
animated website even
though it is not fully
integrated with all social media
channels. Windmills also has a
greta website with all relevant
information on the first
page itself.

17. Relative Performance
Blogs
Hard Rock
Cafe
Toit
Brewpub
Arbor
Brewing
Company
Biere Club Windmills
Craftworks
Monkey Bar
0000
4040
YouTube
Hard Rock
Cafe
Toit
Brewpub
Arbor
Brewing
Company
Biere Club Windmills
Craftworks
Monkey Bar
0
24.1
00
10.3
0
Blogs are the most interactive part of any
website. Companies use blogs to establish
Thought Leadership. Apart from HRC and
Toit, none are engaging their audience
through blogs.
Companies are becoming more creative as
they realise that videos are the most powerful
way to connect with the audience. YouTube is
the 2nd largest search engine in the world but
the number of subscribers and upload views
are still very less for most players.

18. Hard Rock Cafe and Toit have extremely engaging blogs that gives
relevant information to music lovers and patrons alike.
Best Practices

19. SMQ
Hard Rock
Cafe
Toit
Brewpub
Arbor
Brewing Company
Biere Club Windmills
Craftworks
Monkey Bar
26.71
19.86
11.31
13.51
11.96
13
SMQ
is
affected
by
a
company’s
social
media
prac6ces,
engagement
level,
content,
popularity
and
reach
against
industry’s
benchmark.
Social
Media
plays
a
pivotal
role
in
‘Real
Estate’
&
‘Brand
Building’
Hard
Rock
Cafe
leads
the
way
with
26.71
and
is
followed
by
Toit
Brewpub
with
an
SMQ
of
19.86.
HRC
could
have
had
a
higher
score
with
more
engagement
ion
Facebook
and
a
YouTube
channel.
Toit
can
improve
its
score
integra6ng
its
website
and
being
more
ac6ve
on
TwiPer.

20. Way Forward

21. Follow a Crawl, Walk, Run Approach
CRAWL WALK RUN FLY
Aggregation & Branding Community Building Thought Leadership Technology
Online Listening & Monitoring
Establish Online Credibility and Trust through a stepped approach
• Content optimization
• Organized content hubs
• Creatives’ revamp
• Snackable content
• More engagement
• Track & Monitor real
time conversations
• External seeding
• Go mobile: Style in
your pocket – An
App
• Dedicated website :
Responsiveness &
playability are must
haves
Month 1-2 Month 3 Month 4 Month 5-6
• Blogs
• Presentation
• Inforgraphics
• Digital PR
• Community outreach
• Identify promotional
avenues
We will Follow The Crawl, Walk, Run Methodology for Social Media

22. Demonstrate Thought Leadership
Customer
Testimonials
Experiential
Dining
AmbienceFacilities

23. Social Media Implementation Plan
Intelligence Content Venue
Promotional
Platforms
KPIs
Your Brands
Your Competition
Industry Trends
Listen for
Listen in
Twitter, Facebook,
Blogs, News, Forums,
Suggestion Sites
Market Research,
Public Relations,
Customer
Service,
Branding
Digital Marketing,
Public Relations
Digital Marketing :
Community Building
which can be leveraged
for several functions
Social Enterprise
Metrics : CEO – CFO
– CMO ‘s Office
Size of the community
Level of Engagement
Number of App
downloads
Number of queries
resolved
Content Curated

24. SEO & SEM

25. Keyword Research
On Page SEO Off Page SEO
Create Blog PostsCreate Presentations Create Videos
Create content using researched keywords for websites like slideshare,
YouTube etc. These sites have highest page ranks and thus help your
website show up on the 1st page of search engines
Search Engine Optimisation

26. Search Engine Marketing
Meet your customers when they
are actively looking for your
products on a search engine.
Advertising via the search engine
is cost effective.
Statistics can be gathered from
web logs to determine the efficacy
of an ad campaign.

27. About Ittisa

28. Who Are We?
• Founded in June of 2014, we are the first ever only girls Digital Media Agency.
• The name Ittisa in Sanskrit means 'The Ruler' and we aim to rule the creative world
with our highly creative and passionate team..
• At Ittisa, we are a unique captivating mix of innovative ideas, diligence and the right
sprinkle of creativity!
• We love the work we do here because one - we adore the Digital world and two - we
know that our ideas & strategy make a difference.
• Our objective is simple - To make our clients create a mark in the Digital space with
crisp strategy, excellent designs & great content.
• Super glad to announce that we have recently partnered with LeanIn.org and look
forward to changing the trajectory of women workers and create a better world for
everyone.

29. What Do We Do?

30. BRAND BUILDING
&
SOCIAL MEDIA
MARKETING
SEARCH ENGINE
OPTIMISATION
SEM
BIG DATA ANALYTICS
ORM
SOCIAL CRM
UI & UX
Design & Development of
Website and Mobile Apps
What We Can Do For YOU!

31. Happy Clients

32. Thank You!
Have a Pleasant Digital Journey
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