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

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

Author

Listed:
  • Neha Itty Jose Paul

    (Amity Institute of Travel and Tourism, Amity University, Research Scholar)

  • Manohar Sajnani

    (Amity University, Professor and Dean, Faculty of Hospitality and Tourism)

  • Kshitiz Sharma

    (ABBS School of Management, Professor, Marketing & Strategy, Entrepreneurship)

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.

Suggested Citation

  • Neha Itty Jose Paul & Manohar Sajnani & Kshitiz Sharma, 2024. "Effectiveness of Digital Marketing on Instagram: A Study on EatSure Multi-Brand Cloud Kitchen," Advances in Economics, Business and Management Research, in: Manish Sharma & Ajit Kumar Singh & Pankaj Tyagi (ed.), Proceedings of the International Conference on Innovation and Regenerative Trends in Tourism and Hospitality Industry (IRTTHI 2024), pages 268-279, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-437-2_18
    DOI: 10.2991/978-94-6463-437-2_18
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