Devising a carefully planned out promotion for franchise restaurant operations to be a step ahead in competition with other restaurants
This research focus on the promotion of Din Tai Fung restaurant. Din Tai Fung is a franchise from Taiwan. Like every franchise, it has rules on many aspect of business operation. One of the rules is on advertising. It is the concern of this research to study the promotion of this restaurant in Jakarta and how it relates to the rules of franchise.rnrnThe research starts with a study on franchise and interview with the management. This step is necessary to establish a foundation of the next step in the research, that is field research. A questionnaire was distributed to get information from respondent about the promotion of DTF. This data is then quantified and analyze using a set of statistic tools.rnrnThere are three types of promotion that is researched, namely, advertising, sales promotion, and word of mouth. From the statistic analyses, it was concluded that the general promotion is effective. When each aspect of promotion was tested, it was also found that advertising, sales promotion, and word of mouth promotion were all effective in getting customer's Attention, Interest, Desire, and Action (AIDA).
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