Digital Marketing Strategies Adopted by Nepalese Restaurant After COVID-19

Abstract

This thesis delves into the digital marketing strategies used by White Himal, a Nepalese restaurant in Finland, with a focus on the changes brought about by the COVID-19 pandemic. Using a qualitative research method, the study investigates the marketing approaches employed before, during, and after the pandemic. The introduction highlights the importance of digital marketing in the restaurant industry, particularly in the face of global disruptions like the pandemic.

The literature review summarizes current research on digital marketing trends and the challenges encountered by ethnic restaurants. Data collection and analysis involved conducting in-depth interviews with the owner of White Himal, which provided insights into their adaptive strategies. During the pandemic, White Himal transitioned from traditional marketing to digital platforms such as social media, e-commerce, and delivery aggregators. This shift proved to be a crucial tool for customer engagement and retention.

The discussion explores the implications of these findings, emphasizing the role of mobile apps in improving customer experience, streamlining operations, and fostering loyalty. The conclusion highlights the necessity for continual innovation and adaptation in digital marketing strategies to maintain growth and competitiveness in the post-pandemic era. This study enhances the understanding of digital transformation in the hospitality sector and provides practical recommendations for the White Himal restaurant.