Purpose

This paper aims to explore the experience of adoption of digital marketing and related tools by restaurant entrepreneurs or owners of restaurants in the UK and India.

Design/methodology/approach

This study is based on qualitative research. In-depth interviews were conducted with restaurant owners to understand the extent of adoption of digital marketing tools and how they have embraced the digital change in running their business operations.

Findings

Findings shed light on major changes in consumer behaviour and the readiness of restaurant owners to adopt digital tools for marketing restaurant businesses. Additionally, this paper also probes restaurant owners’ apprehensions in the process with an objective of retaining customers for a longer period.

Originality/value

It is also evident that there is a clear gap in the restaurant space in India and the UK as far as the adoption of digital marketing tools is concerned. The restaurants in India are yet to adequately harness the digital medium as a strategic tool for marketing. This research can potentially form the basis of further research in terms of using technology and digital tools to reach customers and creating a more personalized experience for them.

中文翻译：

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在独立企业中采用数字营销工具：印度和英国餐馆企业家的经验

目的

本文旨在探讨英国和印度的餐馆企业家或餐馆老板采用数字营销和相关工具的经验。

设计/方法/方法

本研究基于定性研究。与餐厅老板进行了深入访谈，以了解数字营销工具的采用程度以及他们如何在经营业务时接受数字化变革。

发现

调查结果揭示了消费者行为的重大变化以及餐馆老板准备采用数字工具来营销餐馆业务。此外，本文还探讨了餐厅老板在此过程中的担忧，以期更长时间地留住客户。

原创性/价值

很明显，就数字营销工具的采用而言，印度和英国的餐厅空间存在明显差距。印度的餐厅尚未充分利用数字媒体作为营销的战略工具。在使用技术和数字工具接触客户并为他们创造更个性化的体验方面，这项研究可能成为进一步研究的基础。