The role of social media in brand building in gastronomy – the case of Home of Franziska brunch restaurant

Molnár Léda (2023) The role of social media in brand building in gastronomy – the case of Home of Franziska brunch restaurant. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

Eating a hearty and healthy breakfast or brunch in a perfectly designed, cosy restaurant has become a well-spread phenomenon in the last decades. People like to eat at these fancy brunch restaurants not just for tasting the nicely designed meals made from high quality of healthy ingredients. Brunching has been evolved as a popular social programme, these restaurants also serve as a pleasant environment for friendly chat or even an informal business meeting. The past decades have been seen a rapid increase in the number of restaurants which main profile is serving brunch within Europe and in Hungary as well. Nevertheless, little attention has been paid to the current developments in the sector of brunch restaurants, especially in the Hungarian market, which shores up the importance of my paper. In the focus of my thesis is the Home of Franziska, a brunch restaurant in the heart of Budapest, which has acquired a well-established customer base and gained a strong and stable position in the Hungarian market since its opening of 2017. Besides the introduction of successful story of the Home of Franziska, its creation and development, the thesis put a great emphasize on its applied marketing planning and strategies and on the crucial role of social media in today’s advertising. Furthermore, this paper carried out a more detailed analysis about the following questions: • Which are the main strengths and weaknesses of Home of Franziska • How could Franziska stand out from such a saturated market • How social media presence influences the customers’ decision

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	branding, Brunch, business, gastronomy, marketing, Social media
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2023. Már. 19. 18:24
Utolsó módosítás:	2023. Már. 19. 18:24

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