Authentic Chinese Cuisine
What's to come?
What is China Tang?
Digital Marketing, Issues & Solutions
Websites, Social Media and Search Engines
Consumer Behaviour, Issues & Solutions
Information Search & Post-Purchase
Marketing Environment, Issues & Solutions
Competitors and Trends
Website, Instagram Page, Student Discounts and Email Offers
Where is it located?
Unit 7, 88 Broadway Fair Shopping Centre, Crawley, 6009
3 - 5 minutes walk from our current location.
Located on the Fairway Level of the Broadway Shopping Centre.
Next to Ararat Turkish Takeaway.
Overview of China Tang
Serving Authentic Chinese Cuisine
Monday to Sunday:
Lunch service: 11 am to 3 pm
Dinner service: 5 pm to 9 pm
$30 for two people
Disruptions from growing numbers of food delivery services and applications.
Lower disposable income.
Predicted increase in revenue:
Growth in number of international visitors from Malaysia, Singapore, the USA and China to WA exceeds the national growth rate
About 94% are small businesses
There are currently 35,911 cafes, restaurants & catering businesses in Australia
Negative Growth for 2017.
China Tang do not currently have a website.
Little to no social media presence.
Cannot be found via simple google searches.
WEBSITE - CHINA TANG
Lack of information online.
More difficult for customers to find information about the restaurant.
62% of customers will stop considering small businesses if they can't find information on it online.
Makes it easier for customers to find basic information about China Tang.
CREATION OF A WEBSITE
1. Technical Basics
2. Excellent Usability
3. On-site Optimisation
4. Relevant Content Publication
WHAT MUST THE WEBSITE HAVE
WEBSITES - BEST OPTIONS FOR SMALLER BUSINESSES
- Easy to use templates
- Drag and drop website making
- Mobile capabilities
- Easy website making function
- SEO functionality
- Email marketing services
- Over 350 customisable templates
- SEO capability
- Strong analytics tool
- Makes it more interactive & interesting for consumers.
CREATION OF A SOCIAL MEDIA ACCOUNTS:
of consumers have used Facebook to decide on what to eat.
Source: Social Media Monthly
SOCIAL MEDIA- CHINA TANG
Lack of information on the internet.
LITTLE OR NO SOCIAL MEDIA PAGE
Excite and Educate.
Source: McGraw Hill Education
SEARCH ENGINE- CHINA TANG
Unable to find China Tang using the common keywords "Chinese Restaurant Nedlands"
NO RESULTS FOR KEYWORDS
Due to lack of any online presence.
NO HYPERLINKS OR CONTENT
Shows as top option after a Google Search
Provides hyperlink for customers to click after searching
Businesses make an average of $2 in income for every $1 spent in Adwords.
MARKETING ENVIRONMENT: COMPETITION
About 50 Asian restaurants within the Nedlands area.
COMPETITION IN NEDLANDS
Highly competitive environment means that China Tang must meet its value proposition & outdo its competitiors.
CREATES ISSUES FOR CHINA TANG
Source: Bankwest Report 2016
1. Slow service
2. Long wait time
3. Long queues
CHINA TANG MARKETING ENVIRONMENT
COMPETITORS OF CHINA TANG
Fast and Friendly Service
Put in place an online booking and reservation system: for order pick-up and seat reservations.
of businesses don't use an online booking system.
Source: The Restaurant and Catering Magazine
OPTIONS - ONLINE BOOKING
1. Healthy options not visible to customers
2. Food described as 'too oily'
of diners regularly check out menus online before dining out
Source: OpenTable Research on What Diners Actually Want From Technology
OUR RECOMMENDATION - MINOR CHANGES TO MENU
A simple addition of this subheading can completely change how people view the menu.
Source: National Restaurant Association
China Tang fulfills customers' functional need to eat.
Low-risk purchase due to low cost.
Targeting customers with external locus of control.
1. Customer Satisfaction
2. Post-purchase Dissonance
3. Customer Loyalty
1. Unappealing menu
2. Insufficient information online
Colourful menus with photographs of the food available online on the website & at the restaurant.
POST-PURCHASE: consumer satisfaction, post purchase dissonance and customer loyalty.
1. Lack of response to feedback and reviews from customers
2. Lack of platform for customers to give feedback directly to restaurant
1. Try to allocate time to respond to feedback
2. Encourage feedback by allocating a feedback forum for customers to share their valued thoughts and opinions
Expected response to their feedback/reviews within 7 days.
of survey respondents said that owner responses were a factor they looked at in judging a business.
PROMOTIONAL CONTENT #1 - WEBSITE
fusion of traditional & modern design
Red: Traditional Chinese colour
Photo as Background: Appeals to people's appetite
Font: Modernised feel perfect for target audience
Instagram is a great platform to interact with customers personally while also having customers share their experiences at your restaurant.
PROMOTIONAL CONTENT #2 - INSTAGRAM PAGE
PROMOTIONAL CONTENT #3 - STUDENT DISCOUNTS