Proceedings of the International Conference on Innovation and Regenerative Trends in Tourism and Hospitality Industry (IRTTHI 2024)

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Effectiveness of Digital Marketing on Instagram: A Study on EatSure Multi-Brand Cloud Kitchen

Authors
Neha Itty Jose Paul1, *, Manohar Sajnani2, Kshitiz Sharma3
1Research Scholar, Amity Institute of Travel and Tourism, Amity University, Noida, Delhi, India
2Professor and Dean, Faculty of Hospitality and Tourism, Amity University, Noida, Delhi, India
3Professor, Marketing & Strategy, Entrepreneurship, ABBS School of Management, Bengaluru, India
*Corresponding author. Email: neha.paul1@s.amity.edu
Corresponding Author
Neha Itty Jose Paul
Available Online 13 June 2024.
DOI
10.2991/978-94-6463-437-2_18How to use a DOI?
Keywords
Multi-brand Cloud Kitchen; Digital Marketing; Instagram
Abstract

Cloud kitchens otherwise known as virtual, ghost and dark kitchens have especially gained momentum in the restaurant business. On a global scale cloud kitchen business is expanding exponentially with the Gross Merchandise Value projected to quintuple to $2.3 billion by 2025 which is a sharp rise from $180 million as of 2018, according to the report [1]. This is a case study on EatSure multi-brand cloud kitchen which operates over 18 brands, its unique selling point is that customers can make multiple orders from different food brands in one single delivery. This paper studies the marketing methods employed by EatSure on Instagram. This exploratory research uses qualitative methodology by using the qualitative data analysis software Atlas.t to identify the marketing strategies utilized by EatSure on Instagram and to examine the impact of the marketing strategies on the customer. The findings of this study identified a diverse range of marketing strategies employed to attract customers, in addition to this the comments of the users were further analyzed to determine the impact of marketing plans and service methods to ensure customer satisfaction. The implications of this study will help in managerial and marketing decisions of multi-brand cloud kitchens.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Innovation and Regenerative Trends in Tourism and Hospitality Industry (IRTTHI 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
13 June 2024
ISBN
10.2991/978-94-6463-437-2_18
ISSN
2352-5428
DOI
10.2991/978-94-6463-437-2_18How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Neha Itty Jose Paul
AU  - Manohar Sajnani
AU  - Kshitiz Sharma
PY  - 2024
DA  - 2024/06/13
TI  - Effectiveness of Digital Marketing on Instagram: A Study on EatSure Multi-Brand Cloud Kitchen
BT  - Proceedings of the International Conference on Innovation and Regenerative Trends in Tourism and Hospitality Industry (IRTTHI 2024)
PB  - Atlantis Press
SP  - 268
EP  - 279
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-437-2_18
DO  - 10.2991/978-94-6463-437-2_18
ID  - Paul2024
ER  -