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It should be noted that the research carried out on Shavasana Hammock Café has allowed detecting new trends and initiatives both in the industry and marketing in particular. Importantly, the restaurant business is developing rapidly, and leadership needs to react accordingly to ensure the company’s marketing practices are reflective of the changes. The purpose of this paper is to discuss the main trends in the industry and anticipate the future of marketing.
An analysis of the industry has shown that mono concepts and specialized restaurants, in particular, are gaining greater popularity. Visitors want to observe that the interior of the restaurant is combined with the overall concept of the menu (Pakroo, 2018). This creates a space with an immersive atmosphere in which clients can fully relax and enjoy the food they are served. Moreover, the mono concept is one of the main gastronomic trends in the industry. A restaurant can offer one specialized dish or serve only one type of food that will surely attract new visitors and make them come back again.
In terms of marketing, an interesting trend may be observed as well, which is an orientation at a holistic strategy. This approach implies shifting the focus from the product or service to the customer as well as from the sale of goods to customer satisfaction (Haines, 2016). Such an initiative requires the company to expand its understanding of the needs and lifestyle of its customers (Traitler, Coleman, & Burbidge, 2017).
The study of Shavasana Hammock Café showed that the company decided to offer customers comfortable hammocks instead of the usual sofas to better reflect the philosophy of both the place and the clients. Thus, the holistic approach assumes that organizations can no longer consider buyers as consumers of goods and services, and they need to find new ways to serve clients based on their lifestyle.
Apart from that, this trend affects not only the way the company perceives its customers but also how employees of each department contribute to customer satisfaction. Clients experience negative emotions and discomfort when the goods are delivered late, if they face poor service, when the invoices are written out with errors or when other problems occur. The goal of a holistic marketing approach is to encourage each employee to regard consumers as their top priority and help confirm the brand’s reputation (Alon, Jaffe, Prange, & Vianelli, 2017). Thus, holistic marketing is a trend that assumes that all components of the process are considered as a whole and not as a combination of individual elements.
It is important that management should assess the impact of all company operations on all parties, including consumers, employees, distributors, dealers, and suppliers, and not just on main shareholders. Any group that is not interested in the success of the business can ruin plans and hinder the development of the company (Traitler et al., 2017). Holistic marketing encourages enterprises to cooperate closely with all the participants to deliver value to the customer. This tendency suggests that organizations will take a step towards restructuring all business structures to achieve the closest cooperation between the consumer and the company.
Thus, it can be concluded that the research and analysis of Shavasana Hammock Café have revealed interesting perspectives in the restaurant industry and marketing practices. Businesses strive to satisfy their customers by delivering goods and services in an environment that will be reflective of clients’ lifestyles. This may be achieved through new holistic initiatives that aim at the greater engagement of all stakeholders and closer cooperation with customer groups.
Alon, I., Jaffe, E., Prange, C., & Vianelli, D. (2017). Global marketing: Contemporary theory, practice, and cases (2nd ed.). New York, NY: Routledge.
Haines, S. (2016). The new manager’s survival guide: Everything you need to know to succeed in the corporate world. New York, NY: McGraw Hill Professional.
Pakroo, P. H. (2018). The small business start-up kit for California (12th ed.). M. Stewart (Ed.). Berkeley, CA: Nolo.
Traitler, H., Coleman, B., & Burbidge, A. (2017). Food industry R&D: A new approach. Hoboken, NJ: John Wiley & Sons.