Business Intelligence for Designing Restaurant Marketing Strategy: A Case Study

Abstract

In this study we design marketing strategy for a restaurant in Surabaya. The restaurant is a café restaurant, which targets mid-low consumer. The main problem for that restaurant is there has never been a specific marketing strategy. Promotions that have been applied so far are not directed and have no impact on sales because they are not based on any strategy. The application of business intelligence with Power Business Intelligent (Power BI) is expected to be a way for restaurants to predict consumer’s consumption patterns. Additionally, we also model the consumption pattern using Market Basket Analysis. Consumer’s consumption patterns captured used for designing the right marketing strategy with the 4P (Product, Place, Price, Promotion) concept. It was found that some of the restaurant menu’ had a unique relationship and could be used as a promotion to increase sales. Other results, in segment consumers there are children’s and office worker. All information is supported using Power BI dashboard that expected to make the restaurant’ executives easier to analyze changes in sales based on the occurrence of events and activities.

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