Social MediaOrganic MarketingRestaurant Industry
Haaga-Helia University of Applied Sciences
This is a commissioned product-based bachelor thesis aimed to find suitable TikTok marketing approach for the commissioning company, Haru sushi restaurant to connect with their audience and increase brand awareness. The final product of this work is a TikTok marketing guide for Haru restaurant, which includes information gathered in the theoretical framework and insights gleaned from interviews with an early adopter of restaurant TikTok marketing. The objective of this thesis was to figure out TikTok marketing opportunities for small restaurant businesses to grow their online presence and become more successful in the highly competitive catering industry. The empirical part of this thesis was conducted through email and mobile interviews to understand the current social media marketing situation and the needs of the commissioning company. The theoretical framework for this thesis draws from a variety of online sources about TikTok as a social media channel, video marketing, content marketing, Gen Z and TikTok trends. The framework also includes methods to effectively plan marketing in the restaurant industry. The thesis results suggested that TikTok is a well-suited marketing platform for restaurants, as the business can connect with the audience by providing entertaining, educational video content, and transparency regarding their products and brands. Organic content marketing is considered the most suitable and sustainable option for small restaurant businesses to implement on TikTok. In addition, establishing a presence on TikTok is effective in reaching out to Gen Z audiences, who are becoming significant in the consumer landscape due to their influence and spending power.