PnP – research, communication strategy, social media marketing.

RESEARCH

The main goal of the research for the Pół na Pół restaurant was to have an image of the Tarnów restaurant scene and to understand the needs and expectations of the local community. We collected and analyzed data, checked competitors' activities, prices, and consumer opinions. All this to effectively carry out subsequent marketing and advertising activities!

We conducted the research based on quantitative and qualitative methods:

• as large a group of respondents as possible participated in the quantitative research. Their answers were supposed to reveal a general picture of the situation and prevailing trends,
• qualitative research allows you to learn about the causes of general trends and understand the motives behind behavior.

The research lasted several weeks. What happened at 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 the everyday life of restaurants.
4. We organized diary research 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 recommendations included in the research report, we were able to prepare a new communication strategy fully consciously, knowing the target groups and personas.

The most important recommendations from the research concerned:

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

2. Emphasizing the strengths of the restaurant in communication, e.g. hand-made pasta, highlighting original cocktails and wine selection, availability of menus for vegetarians and seasonal menus, availability of an atmospheric 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 to which guests can always return. Additionally, it is worth emphasizing in the menu that the menu is seasonal, because this was not obvious to everyone.

6. Due to the arrival 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 time. Shortcomings in this area strongly affect the image of the restaurant.

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

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

TARGET GROUPS RESULTING FROM RESEARCH

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

1. Women and men living in Tarnów and the surrounding area, aged 27-50, wanting to spend time with family and friends, on a date and eat something good at the same time. 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 everyday duties and meet friends for a girls' night out in an atmospheric, 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 trip around Tarnów and 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 individually 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, approx. 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 also often choose PnP for business meetings. They must be sure that the place to which they will take their guests or business partners is of an appropriate standard.

6. People ordering delivery, living in Tarnów or the surrounding area. 28-60 years of age. They must be sure of what they order, because very often they have nothing in the fridge and they usually order it when the first hunger appears. They often don't have time to cook or don't like to do it. Delivery time and ongoing information about changes in the order/waiting time for delivery are important to them. Less often, these are single orders, more often they are group deliveries.