Marketing strategies for attracting customers : a case study of pop-up restaurant Gastrobar Saimaa
Koskinen, Ksenia (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025121637129
https://urn.fi/URN:NBN:fi:amk-2025121637129
Tiivistelmä
The thesis investigated ways to promote pop-up restaurants at Gastrobar Saimaa, part of LAB University of Applied Sciences, to get more people interested, involved, and happy with the experience. The goal was to find a good mix of real-world and online marketing methods to help student-run restaurant events succeed and give students hands-on learning.
The project used a mix of methods. Social media info from Instagram, Facebook was checked from customer surveys at four pop-up events in autumn 2025. The study also collected Qualitative material from student teams who planned and promoted the events through interviews. Social media info from Instagram, Facebook was checked to see how different content and marketing activities did. The data was looked at using basic statistics and finding common themes.
The research shows that hearing about the events from others and seeing posters around campus were the best ways to get initial attention. Social media content helped keep people interested and encouraged them to participate. The menu, vibe, and service were key to making customers happy. The study suggests that using both physical ads and regular, attractive online updates is the best way to market these student-run restaurants. The study also showed that these projects help students learn by letting them use marketing ideas in real restaurant situations.
The project used a mix of methods. Social media info from Instagram, Facebook was checked from customer surveys at four pop-up events in autumn 2025. The study also collected Qualitative material from student teams who planned and promoted the events through interviews. Social media info from Instagram, Facebook was checked to see how different content and marketing activities did. The data was looked at using basic statistics and finding common themes.
The research shows that hearing about the events from others and seeing posters around campus were the best ways to get initial attention. Social media content helped keep people interested and encouraged them to participate. The menu, vibe, and service were key to making customers happy. The study suggests that using both physical ads and regular, attractive online updates is the best way to market these student-run restaurants. The study also showed that these projects help students learn by letting them use marketing ideas in real restaurant situations.