Effectiveness of Digital Marketing on Instagram: A Study on EatSure Multi-Brand Cloud Kitchen

Neha Itty Jose Paul (), Manohar Sajnani and Kshitiz Sharma
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Neha Itty Jose Paul: Amity Institute of Travel and Tourism, Amity University, Research Scholar
Manohar Sajnani: Amity University, Professor and Dean, Faculty of Hospitality and Tourism
Kshitiz Sharma: ABBS School of Management, Professor, Marketing & Strategy, Entrepreneurship

A chapter in Proceedings of the International Conference on Innovation and Regenerative Trends in Tourism and Hospitality Industry (IRTTHI 2024), 2024, pp 268-279 from Springer

Abstract: Abstract Cloud kitchens otherwise known as virtual, ghost and dark kitchens have especially gained momentum in the restaurant business. On a global scale cloud kitchen business is expanding exponentially with the Gross Merchandise Value projected to quintuple to $2.3 billion by 2025 which is a sharp rise from $180 million as of 2018, according to the report [1]. This is a case study on EatSure multi-brand cloud kitchen which operates over 18 brands, its unique selling point is that customers can make multiple orders from different food brands in one single delivery. This paper studies the marketing methods employed by EatSure on Instagram. This exploratory research uses qualitative methodology by using the qualitative data analysis software Atlas.t to identify the marketing strategies utilized by EatSure on Instagram and to examine the impact of the marketing strategies on the customer. The findings of this study identified a diverse range of marketing strategies employed to attract customers, in addition to this the comments of the users were further analyzed to determine the impact of marketing plans and service methods to ensure customer satisfaction. The implications of this study will help in managerial and marketing decisions of multi-brand cloud kitchens.

Keywords: Multi-brand Cloud Kitchen; Digital Marketing; Instagram (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-437-2_18

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