Fifty-Fifty – research, strategy and social media.

RESEARCH

The main goal of the research for the restaurant Pół na Pół in Tarnów was to identify the image of the Tarnów restaurant scene and to understand the needs and expectations of the local community. We collected and analyzed data, checked the activities of the competition, prices, consumer opinions. All this in order to effectively conduct subsequent marketing and advertising activities!

We conducted the research using quantitative and qualitative methods:

• the quantitative research involved as many respondents as possible. Their answers were intended to reveal the general picture of the situation and prevailing trends,
• Qualitative research allows us to discover the causes of general trends and understand the motives behind certain actions.

The research lasted several weeks. What did we do during that time?

1. We surveyed the citizens of Tarnów.
2. We talked about gastronomy during in-depth interviews.
3. We conducted field research during which we observed everyday life in restaurants.
4. We organized “diary” studies with the restaurant staff.
5. We analyzed the collected data.
6. We drew conclusions and created recommendations for the strategy.

All this to get to know the Tarnów gastronomic scene and understand the needs and expectations of the local community.

Thanks to our work and the recommendations included in the research report, we were able to prepare a new communication strategy in a fully conscious manner, knowing the target groups and personas.

The most important recommendations from the research included:

1. Building a communication strategy based on the long-term goal of building and raising awareness of the changes that have occurred in the restaurant after the pandemic (change of direction to Italian cuisine).

2. Highlighting the restaurant’s strengths in communication, e.g. handmade pasta, highlighting signature cocktails and wine selection, the availability of a vegetarian menu and a seasonal menu, and the availability of a cosy garden in the renovated Tertila passage.

3. Consistently building a story about the uniqueness of the restaurant as a place "with soul", in the Italian style, based on the story of two sisters - founders. Emphasizing the narrative that, just like two sisters, two personalities, the place has two faces, which are reflected in the division into two zones: restaurant and café.

4. Improving the menu in terms of readability of sections, pasta names, availability of original cocktails or a special selection of wines and loose tea, etc. Consideration of highlighting markings regarding e.g. vegetarian dishes, etc.

5. Adding a few permanent, favorite items to the menu that guests can always return to. Additionally, it is worth emphasizing on the menu that the menu is seasonal, because it was not obvious to everyone.

6. Due to the presence of tourists and visitors, it is worth adding information about the location of the premises to the communication.

7. Additionally, we recommended streamlining processes and introducing standards regarding service quality and waiting times. Shortcomings in this area have a strong impact on the restaurant's image.

8. Motivating the staff to get involved in building an atmosphere of Italian hospitality in the restaurant. A smile, a friendly approach to guests and cordiality can alleviate crisis situations and build in guests the feeling that they want to return to a given place because they feel good there.

9. Adding a story to the narrative about a place where you can stop and eat in accordance with the spirit of SLOW FOOD / SLOW LIFE.

TARGET GROUPS RESULTING FROM RESEARCH

As a result of the conducted research, target groups and personas were created that are interested in using the catering services of the Pół na Pół restaurant. These are:

1. Women and men living in Tarnów and the surrounding area, aged 27-50, who want to spend time with family and friends, on a date and eat something good on the side. They most often go to restaurants on weekends or in the afternoons after work. Sometimes they take their children with them. They also like to celebrate important occasions this way.

2. Women living in Tarnów and the surrounding area, aged 30-50, who want to take a break from their daily duties and meet up with friends for a girls' night out in a cosy, quiet place where they can exchange gossip over a glass of wine or cocktails.

3. Tourists and visitors, both from Poland and abroad. 30+. They are looking for a place where they can eat something good and drink during their stay in Tarnów. Sometimes they ask about local, Polish dishes. They often pass through Pasaż Tertila as part of a tour of Tarnów and that is how they come across the restaurant's garden.

4. Active seniors around 60+, most often come in pairs or groups to spend time together and talk. Sometimes they also come alone for dinner. They like to get large portions, ask detailed questions and are often demanding customers.

5. Men living in Tarnów and the surrounding area, around 30+. This is a much smaller group than women. They are very demanding and when going out for dinner they look for a place where it will be very good, not just good. They often choose PnP also for business meetings. They need to be sure that the place to which they will take their guests or business partners is at the appropriate level.

6. People ordering delivery, living in Tarnów or the surrounding area. 28-60 years old. They have to be sure of what they are ordering, because very often they have nothing in the fridge and usually order when they first feel hungry. They often do not have time to cook or do not like to do it. The time of delivery and current information about changes in the order / waiting time for delivery are important to them. These are less often individual orders, more often group deliveries.