Appendix C: Annotated Bibliography

Ahuja, P. (2023, August 29). 18 unique bar promotion ideas to attract customers and increase bar sales. The Restaurant Times. https://www.posist.com/restaurant-times/restro-gyaan/bar-promotion-ideas.html

 

ABSTRACT:  In India, the restaurant and bar industry faces fierce competition due to the increasing acceptance of alcohol and a growing interest in nightlife among the younger demographic. To excel in this saturated market, bar owners are exploring innovative methods to increase sales and attract customers. This document offers a comprehensive compilation of 18 inventive bar promotion strategies. These strategies range from traditional methods like Happy Hours and Loyalty Programs to modern approaches such as targeted promotional SMS and email campaigns, hosting events like Karaoke Nights and live sports screenings, and leveraging social media and influencers to enhance brand visibility. By implementing these diverse promotional tactics, bars can navigate the competitive landscape and achieve higher profitability.

 

Beauty Eric, A. (2021). Telemarketing and consumer purchase behavior of food and beverage firm in Port Harcourt Metropolis. Journal of Economics, Finance And Management Studies, 04(08). https://doi.org/10.47191/jefms/v4-i8-05 Links to an external site.

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ABSTRACT: Telemarketing, particularly through mobile phone calls, is rising in the food and beverage industry. However, there is limited research on its impact on consumer behavior. A study in Port Harcourt found that telemarketing significantly influences consumer purchase behavior. Marketers should adopt effective strategies, including customer feedback, data extraction, good rapport with other firms, and regular training for telemarketers.

 

Clapp, J. D., Reed, M. B., Holmes, M. R., Lange, J. E., & Voas, R. B. (2006). Drunk in public, drunk in private: the relationship between college students, drinking environments and alcohol consumption. American Journal of Drug & Alcohol Abuse, 32(2), 275–285. https://doi.org/10.1080/00952990500481205

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ABSTRACT: Students are found to drink the most in two major environments: parties and bars. Two populations of college students from a college near the US/Mexico border (in the age ranges of 18-20 and 21 plus) were observed in both settings. Through phone surveys, researchers found that the environment of the drinking contributed to the amount of alcohol consumed. Having more intoxicated people at an event meant heavier drinking episodes. Additionally, BYOB events and drinking games increased alcohol consumption. For those of legal drinking age, 65.8% of students reported their last drinking event to be at a party and 34.2% at a bar. A younger drinking population is more likely to seek out an uncontrolled drinking environment, or one that involves drinking games.

 

Darlington, N., & Buna Ekubo, M. (2022b). ARCN journals. Auditory Marketing Strategy and   Customers Experience in Bar & Restaurant Businesses in Port Harcourt. https://arcnjournals.org/images/172642333210459.pdf

 

ABSTRACT: This study investigated how auditory marketing strategies impact customers' experiences in bars and restaurants in Port Harcourt. A quantitative research method was used, and a sample size of 362 valid responses out of 384 distributed questionnaires was used. The study found a significant positive relationship between auditory marketing strategies and customer satisfaction and repurchase intentions. The study recommends that bar and restaurant management should use auditory marketing cues such as appropriate music selection, tempo, and volume to create a relaxing and pleasant atmosphere for customers.

 

Eisenhauer, B., Freeman, B., & Grunseit, A. C. (2022). Instabrand courtside: a content analysis of marketing strategies by food and beverage brands during the 2021 Australian Open tennis tournament. Australian and New Zealand Journal of Public Health, 46(6), 910-916. https://doi.org/10.1111/1753-6405.13308

 

ABSTRACT: This study analyzes the marketing strategies that food and beverage brands use on Instagram within their sports sponsorship approach. During the 2021 Australian Open, they conducted a qualitative content analysis of 31 Instagram accounts, coding posts featuring tennis-related content. Among the 152 analyzed posts, 92% originated from official 'partners' of the Australian Open within the food and beverage industry. The two most prevalent strategies employed were 'Engagement' (89%) and 'Branding' (80%), with nearly half (45%) of the alcohol-related posts actively encouraging direct consumption of their products. Brands leverage the synergy of sports and social media to engage consumers, promoting alcohol and foods.

 

Facts, P. (2019, November). Eating Trends: Restaurant Use.

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ABSTRACT: The Eating Trends report offers an overview of the changes and patterns in the use of restaurants by adults (aged 18+) in the United States. The report focuses on chain restaurants, particularly fast-food (limited-service) and full-service (sit-down table service) ones. The data presented in the report includes purchasing, demographic, and psychographic information and is based on the national consumer survey series conducted by MRI-Simmons. The report references the Spring 2019 survey release but also provides selected data dating back to Spring 2009 for historical context.

 

Guth, R. A. (2010, May 12). Restaurants, Rethought, Bounce Back; Recession  Shifts Focus to Cutting Expenses While Attracting Younger Customers Still Going Out; The Draw of 'Armpit'. Wall Street Journal (Online) http://ulib.iupui.edu/cgi-bin/proxy.pl?url=http://search.proquest.com/newspapers/restaurants-rethought-bounce-back-recession/docview/238020759/se-2

 

ABSTRACT: To combat the difficulty of bringing in younger customers during the 2010 recession, a bar in San Francisco offered “Simpler and cheaper” items. This consisted of using different names for drinks such as “sweaty gasoline” and “armpit.” This method to bring in younger customers ensured the drinks were cheap and enticing to try. Another method this bar used was stocking obscure wines. This allowed customers to try something new other than mainstream wines.

 

Hughes, C. J. (2023). City bars have a new motto: Thank God it's Wednesday: Happy hour moves to midweek and starts and ends earlier as bars adapt to new workday rhythms. Crain's New York Business, 39(24), 3. http://ulib.iupui.edu/cgi-bin/proxy.pl?url=http://search.proquest.com/trade-journals/city-bars-have-new-motto-thank-god-wednesday/docview/2828422802/se-2

 

ABSTRACT: With the modern workplace taking a sudden shift allowing more employees to work from home, postwork socialization is calling for more weeknights at the bars. Businesses are seeing this as an opportunity to bring in new customers. Weekday happy hours allow for bars to have cheaper drinks on weekdays. For bars, adapting to modernity results in financial success. 

 

Jin, N., Kim, S.H., & Merkebu, J. (2022). Understanding the role of aesthetics and price fairness for establishing marketing strategies in the sports bar industry. International Journal of Hospitality & Tourism Administration. https://doi.org/10.1080/15256480.2022.2104773

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ABSTRACT: Aesthetics are highly influential to human immersive experiences, and therefore curating an aesthetic environment is important to positive experiences in sports bars.

 

Johnson, C. L. (2017). Millennials Perception Of Destination Attractiveness. Scholar Article, 87. https://scholarworks.iupui.edu/items/28652ae5-91db-4891-a42f-a61dd98b2908 

 

ABSTRACT: Competitive factors within destinations often lead to more attractiveness to business and influence tourists to visit the destination. To further understand the millennial generation and how they perceive which destination is more attractive than others, a study of 103 millennials was conducted. The four most important pieces of the study to collect were: 1) To explore the perceptions of the millennial tourist when deciding on visiting a destination, 2) To determine which destination attractiveness factors are significant to the millennial tourist, 3) To identify Millennials propensity to visit a destination and 4) To explore other preferences that affect the propensity to visit a destination. The results from the study that used descriptive statistics and multivariate analysis, it had represented the existing knowledge of millennials' participation in destination attractiveness. 

 

Lee, J. K. & W., R. (2020). Brand extension management: Analysis of industry trends. Journal of Economics and Business, 9. https://scholarworks.iupui.edu/items/fb49217f-1980-4a59-9e08- cdca79f3d126 

 

ABSTRACT: Learning to understand how to take advantage of the market by establishing a well-known brand. This can be done by using a brand extension strategy. This strategy covers four different topics of interest, general attitude, benefits, risks, and key factors. If these four concepts can be positively covered in a brand, they help the consumer and leave a lasting impression then the extension strategy was a success. Twenty-five open-ended interviews were conducted for different hotels in the area. These interviews consist of each manager's attitude toward their business and the marketing schemes they have used to help their brand. At the end of the interviews, it was concluded that brand extension is a key strategy in the hospitality industry. 

 

Liu, I., N., W. C., & Pennington-Gray, L. (2013). A flash of culinary tourism: Understanding the influences of online food photography on people's travel planning process on Flickr. Tourism Culture & Communication, 14. https://scholarworks.iupui.edu/server/api/core/bitstreams/7a6678b6-9b2d-4908-83d5- bf9c81238aad/content 

 

ABSTRACT: To explore the “uses and gratification theory”, an expository social experiment was used on the online social media website called “Flickr” to see who was interested in online food photography and if it would influence traveling planning progress. The experiment was used to understand participation in food content photography and to seek out new opportunities for travel to experience new food. Chi-square and independent-sample t-tests were used to see the difference between active and non-active members. The ending results of the experiment showed that with active members, food photography communities had a greater result of traveling to new restaurants for new experiences which greatly impacted tourism promotion. 

 

Picone, G., Macdougald, J., Sloan, F., Platt, A., & Kertesz, S. (2010). The effects of residential proximity to bars on alcohol consumption. International Journal of Health Care Finance and Economics, 10(4), 347-67.

https://doi.org/10.1007/s10754-010-9084-0

 

ABSTRACT: This study, spanning from 1985 to 2001 in four major U.S. cities, investigates how the proximity of bars to an individual's residence affects alcohol consumption. While initial findings suggest a slight increase in alcohol intake associated with nearby bar density, accounting for individual-specific factors nullifies this relationship. Tests for endogeneity fail to establish a causal link, leading to the conclusion that the density of bars near one's residence has, at most, a minimal impact on alcohol consumption. Price and availability may be more significant factors in influencing drinking decisions.

 

Restaurants, Bars & Food Services - Quarterly Update 10/24/2022. (2022). (). Fort Mill, South Carolina: Mergent. Retrieved from ABI/INFORM Collection http://ulib.iupui.edu/cgi-bin/proxy.pl?url=http://search.proquest.com/reports/restaurants-bars-amp-food-services-quarterly/docview/2731423436/se-2

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ABSTRACT: Businesses in this industry provide food and drink options to customers both on-site and off-site. Some of the major players in this industry include restaurant chains like McDonald's, Starbucks, Darden Restaurants, and Yum! Brands, based in the US, as well as Greggs in the UK, Restaurant Brands International in Canada, and Skylark Group in Japan. The primary food service contractors include Autogrill in Italy, ARAMARK and Delaware North in the US, Compass Group and SSP Group in the UK, and Sodexo in France.

 

Scott, S., Baker, R., Shucksmith, J., & Kaner, E. (2014). Autonomy, special offers and routines: a Q methodological study of industry-driven marketing influences on young people’s drinking behavior. Addiction, 109(11), 1833–1844. https://doi.org/10.1111/add.12663

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ABSTRACT: Understanding the specific types of marketing that drive a young person to drink alcohol is important to the industry. Strategies that focus on factors like price point, and content related to youth lifestyles face the largest positive yield. A study of 31 young people recruited from various backgrounds (28 of whom participated in by-person factor analysis) were given in-depth interviews and debriefed shortly after. Their responses deem that they are either price-driven or autonomous and sophisticated consumers. These distinct groups in which they are placed are determined to be shaped by different aspects of marketing.

 

Smith, L. A., & Foxcroft, D. R. (2009). The effect of alcohol advertising, marketing and portrayal on drinking behavior in young people: systematic review of prospective cohort studies. BMC Public Health, 9(1), 1–11. https://doi.org/10.1186/1471-2458-9-51

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ABSTRACT: Digital alcohol marketing is essential for alcohol sales. Various types of media play a role in alcohol consumption by young consumers. This review of cohort studies demonstrates the significant effects of exposure to alcohol advertising. This exposure can occur through various channels, including direct forms like radio and print media, as well as indirect methods such as in-store promotions and the portrayal of alcohol consumption in films, music videos, and television programs. Exposure to media that includes alcohol advertising correlates with increases in alcohol consumption in 15–26-year-olds. On average, participants saw approximately 22.7 alcohol advertisements every month. With each additional advertisement viewed, there was a corresponding 1% rise in the number of drinks consumed. Viewing alcohol advertising in media is correlated with higher alcohol consumption by young people.

 

Shuey, M. (2022). Sports bar and restaurant chain set for South Meridian Street.Indianapolis Business Journal, 43(34) http://ulib.iupui.edu/cgi-bin/proxy.pl?url=http://search.proquest.com/trade-journals/sports-bar-restaurant-chain-set-south-meridian/docview/2725646635/se-2

 

ABSTRACT: Taking advantage of the lack of family-friendly bars in downtown Indianapolis, “Walk-On’s” opened. "People need places to eat and drink in a safe, fun, and family-focused environment." This establishment focuses on good games to watch, good food, and good family time. To combat other bars in the area, they differentiate themselves by maintaining the family friendly atmosphere, while also serving alcoholic beverages. These factors have earned them a 4.5-star rating as of 2023, and a top 10 search result when googling “sports bars in Indy.”

 

Thompson, R. (2020, August 4). The Best Ways to Attract Younger Customers to Your Restaurant. Retrieved from https://entrepreneurialchef.com/the-best-ways-to-attract-younger-customers-to-your-restaurant/

 

ABSTRACT: This web article lists ways in which younger customers can be attracted to a restaurant. The first key way to attract younger customers is utilizing the importance of social media. Almost every 21-25-year-old in Indiana has a smartphone with Instagram. Presenting a business online well is sure to attract younger customers. Other important factors include staying trendy, integrating technology, and organizing events. If these are properly incorporated into a business, younger customers will begin to come.

 

Woodward, E. Bbot: What are the most popular drinks for college students? #1 Online Ordering & Delivery Solution for Restaurants. (n.d.). https://www.meetbbot.com/blog/college-student-drinks

 

ABSTRACT: To cater to college students and maximize bar revenue, it's crucial to offer affordable and approachable drink options. The preferred beverages among college students include cheap liquors like Jose Cuervo and Smirnoff, often mixed with flavorful ingredients. Hard seltzers, with their wide variety of flavors, are gaining popularity and can be creatively incorporated into mixed drinks. While beer is a classic choice, keeping cheap beer options on tap and serving pitchers can attract college drinkers. Wine, although less popular, can still appeal to students with mixed drinks and affordable options like wine flights.

 

Xcel, M. (2023). United States alcoholic beverages market assessment, by type [Beer, Wine, Spirits, Ciders and Flavoured Alcoholic Beverages (FABs), Others], by alcohol content [High, Medium, Low], by packaging [Aluminum Cans/Tins, Pouch Packaging, Glass Bottles, Plastic. Scholar Article, 95. https://www.marketresearch.com/Market-Xcel-v4265/United-StatesAlcoholic-Beverages-Assessment-34770045/ 

 

ABSTRACT: The United States Alcoholic Beverages Market is expected to have continual and expected growth for many years. The market is expected to see a growth index of 4.95% from 2023-2030. The reasons why the market is expected to grow exponentially is because of new strategies used within the beverage market, some of these include: 1) growing focus on sustainable packaging. 2) New innovative products. 3) Government regulations. 4) Increased spending on alcohol. 5) Spirit companies making accessible beverage experiences. 6) Impact of COVID-19. Because of these key reasons, it is expected for the market to have a growth between the years of 2023-2030.