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generation ysocial networks
– & – f&b industry
case study food service brands on facebook
1Job observatory in the f&b industry Generation y, social networks and the food service industry
ContentsIntroduction.................................................................................................1
Context....................................................................................................... 2
Millennials’.F&B.consumption.behaviour.and.social.networks.................... 3
Case.study.:.food.service.brands.on.Facebook............................................ 9
Recommendations.for.independent.restaurateurs.....................................13
IntroductionIn.collaboration.with.the.HES-SO,.the.Food.&.Beverage.Chair.of.École.hotelière.de.Lausanne.(EHL).studied.how French and Swiss Millennials (also known as Generation Y) use social networks in relation to the food service industry.
The.goal.of.the.study.was.two.fold.: > To.understand.how.social.networks.impact.Millennials’.consumption.
behaviour.in.relation.to.the.food.service.industry,
> To.analyse.the.practices.of.restaurant.chains.that.are.particularly.active.on.social.networks.–.more.specifically,..on.Facebook.–.and.suggest.ways.to.adapt.these.practices.to.independent.businesses.
The.term.“Millennials”.refers.to.people.born.between.1978.and.1994..They.are.also.called.Generation.Y.and.Digital.Natives..In.2011,.Millennials.amounted.to.21.4.%.of.the.French.population.and.16.%.of.the.Swiss.population.
Social networks.are.a.type.of.social.media..As.such,.they.allow.internet.users.to.create.and.share.content.online..They.differ.from.other.types.of.social.media.(wikis,.blogs,.opinion-sharing.websites,.forums…).in.that.they.generally.involve.creating.a.public.or.semi-public.profile.as.well.as.a.list.of.contacts..They.include.Facebook,.Twitter.and.Instagram,.for.instance.
The research led to the creation of a comprehension framework for independent restaurateurs who wish to use Facebook for distribution and communication to Millennials..This.tool.is.meant.to.help.them.not.only.target.the.Millennials.demographic,.but.also.adapt.their.social.media.strategy.to.their.positioning.
2 3Job observatory in the f&b industry Generation y, social networks and the food service industry Job observatory in the f&b industry Generation y, social networks and the food service industry
ContextWith.its.2013.revenue.of.chf.58.billion.in.France.and.chf.11.billion.in.Switzerland,.the food service industry is a key player in both economic systems..It.is.also.an.important.job.provider.and.contributes.to.the.creation.of.many.businesses..However,.with.the.development.of.technology.and.the.structural.problems.of.the.industry,.a.re-shaping.of.the.economic.model.is.necessary.for.the.growth.of.the.sector.
The French and Swiss food service industries have similar structures :.the.market.is.dominated.by.independent.full-service.restaurants,.while.its.evolution.favours.chains,.especially.fast.food.chains. Fast food is a booming sector in both countries : in.10.years,.it.grew.by.40.%.in.Switzerland.and.55.%.in.France..The.success.of.fast.food.chains.is.due.to.their.greaterability.to.respond.to.consumers’.expectations.and.lifestyle..They.are.indeed.more.flexible.and.have.greater.resources.and.economic.strength..They.are.therefore.transforming.the.landscape.of.commercial.catering.
There.are.differences.between.the.two.countries,.however..For.instance,.chains are more present in Switzerland, and both the outlet density and the prices are higher there..In.2013,.their.chf.2.8.billion.revenue.amounted.to.24.%.of.the.Swiss.food.service.industry.revenue.
Millennials are considered a promising segment for the food service industry.because.they.are.perceived.as.rather.big.spen-ders..It.should.be.noted.that.age.has.an.influence.on.out-of-home.food.consumption.:.young.people.spend.less.than.their.older.peers..According.to.GastroSuisse,.in.2012,.the.share.of.young.(15–29.yo).Swiss.people.who.purchased.meals.in.food.outlets.when.eating.out.of.home.was.25.%..Their.spending.increased.by.5.%.between.2012.and.2013.
The.development.of.Web.2.0.and.portable.electronic.devices.has.brought.about.numerous.social.media.websites.and.applica-tions.which.allow.consumers.not.only.to.gather.information,.but.also.to.describe.their.experiences.and.express.their.opinions.on.products,.services.and.brands. Social networks are crucial means of expression for Millennials :.they.use.these.platforms.to.stay.close.to.their.families.and.friends.and.to.share.their.experiences..They.also.appreciate.how.easily.accessible.and.immediate.information.is.on.the.internet.
The food service industry is as affected by electronic word of mouth.(eWOM).as.other.sectors..It.is.therefore.important.for.restaurateurs.to.understand.how.social.media,.notably.social.networks,.function.and.are.used.by.consumers..However,.there.is.a.certain.reluctance.to.use.technology.in.the.food.service.industry.;.only fast food chains have really seized the opportu-nity to use social networks..Through.these.platforms,.they.promote.their.products,.recruit.employees,.and.communicate.with.actual.and.potential.customers..Their practices are very heterogeneous,.though,.both.in.terms.of.the.networks.used.and.of.the.activities.performed.
It.is.in.this.context.that.we.decided.to.get.a.better.understanding.of.how.social.networks.impact.the.consumption.behaviour.of.French.and.Swiss.Millennials.in.relation.to.the.food.service.industry.
Millennials’ f&b consumption behaviour and social networksBehaviour in relation to the food service industry
Frequency of visits to restaurants
Other19%
1–6times/month81%
On.average,.the.respondents.visit.a.food.outlet.twice.per.month.
Reasons for visiting restaurants
22% 33% 24% 16% 6%
20%57%19%
6% 15% 44% 26% 8%
62% 22% 12% 3%
Daily meal
Socialisation
Special occasion
Buisness meal
> The.respondents.mostly.go to restaurants to socialise and for special occasions (e.g..birthdays)..Business.meals.were.barely.mentioned.due.to.the.important.proportion.of.students.in.our.sample.
> Furthermore,.for.Millennials,.restaurants.are.not considered the only or best option for daily meals anymore.
Average ticket
Average.ticket.per.person.per.meal.: > between.chf.20.00.and.40.00.(€ 16.60.and.33.15).for.50.%.of.the.respondents
> chf.38.70.(€ 32.10).for.younger.Millennials
> chf.52.40.(€ 43.45).for.older.Millennials
4 5Job observatory in the f&b industry Generation y, social networks and the food service industry Job observatory in the f&b industry Generation y, social networks and the food service industry
Behaviour on social networks
89%are active on1-5 networks
50%use social networks for> 30 minutes/day
Information research
Information sources on restaurants
32% 27% 21% 14% 6%
4%13%21%31%31%
11% 20% 26% 26% 18%
29%17% 52%
13%
24%
26%19%19% 24%
44%20%11%
Social networks
Professional publications
Opinion-sharing websites
Word of mouth
Specialised blogs and websites
Restaurant websites
> Overall,.social networks are far from being Millennials’ primary sources of information.
> More.importantly,.there.are differences among Millennials :.working.and.older.members.of.Generation.Y.are.more.likely.than.students.and.younger.Millennials.to.look.for.information.and.reviews.on.social.networks.
Research actions performed on social networks
48% 24% 21% 5%
8%18%32%22%21%
52% 24% 15% 7%
5%27%27%30% 11%
5%
15%26%51% 6%
10%30%24%31%
Clicking on adverts / promotions
Going on restaurants’ profiles
Looking at strangers’ photos
Looking at contacts’ photos
Clicking on strangers’ links
Clicking on contacts’ links
5%
17%23%49% 8%
15%28%27%26%
Reading strangers’ comments
Reading contacts’ comments
3%
> 57%.of.the.respondents.look.up.restaurants’.official.profiles.They.are.also.more.likely.to.consult the information posted by their contacts.than.by.strangers.
> Advertising.is.among.the.elements.which.interest.our.respondents.the.least..It.seems.that,.due.to.the.omnipresence.of.advertisements,.Generation Y is less receptive to traditional communication and more attracted to marketing buzz and unusual communication strategies.
Information researched on social networks31%7% 21% 40%
18%54%18%7%
5% 12% 35% 39% 9%
14%27%8% 48%
37%
15%35%14% 30% 6%
46%13%3%
Practical information
General atmosphere
Customers’ opinion on the service
Customers’ opinion on the food
Promotions
Prices
39%
15%7% 40%
52%6%
Menu
Type of cuisine
38%
3%
3%
> Millennials search for factual and practical information,.which.explains.why.they.focus.their.research.on.restaurants’.profiles.and,.to.a.lesser.extent,.on.their.contacts’.posts.and.comments.
> As.already.suggested.by.the.previous.graph,.offering promotions on social networks is not very effective..More.direct.means,.such.as.newsletters,.are.better.suited.to.this.purpose.
Post-consumption behaviour
Our.study.shows.that.opinion-sharing is not a common practice.among.Millennials..Workers.are.more.likely.than.students.to.comment.on.their.experience.after.eating.out.
Opinion-sharing methods
52% 22% 11% 8% 6%
64% 20% 5%9%
66% 20% 11% 3%
5% 13% 40% 40%
Social networks
Opinion-sharing websites
Restaurants’ websites
Word of mouth
> When.Millennials.do.share.their.experience,.it.is.generally through word of mouth..Only.15.%.frequently.use.social.networks.
> According.to.our.results,.the happier Millennials are about their experience, the more likely they are to share it..They.are.also.more prone to review a negative experience..This.confirms.the.findings.of.previous.studies.
ewom activities on social media
60% 21% 9% 7% 3%
4%10%29%22%35%
65% 19% 12%
3%16%18%56% 7%
7%21%69%
Posting a comment on the restaurant’s page
Liking | following a restaurfant
Sharingan outlet’s website
Sharing photo and videos
Updating one’s status
> The.action.our.respondents.perform.most.frequently.is.liking./.following.restaurants’.profile.pages.This.confirms.results.from.previous.studies.and.from.our.qualitative.research.:.Millennials are more likely to express their opinion on restaurants if it does not require much effort.
> Sharing videos and images is a growing trend,.as.it.prompts.emulation.from.friends.However,.pictures.are.shared.only if they are deemed truly interesting ;.for.example,.for.them.to.share.the.picture.of.a.product,.it.needs.to.have.something special.
6 7Job observatory in the f&b industry Generation y, social networks and the food service industry Job observatory in the f&b industry Generation y, social networks and the food service industry
Behaviour on social networks in relation to the food service industry and millennials’ characteristicsDifferences.between.younger.(19–25.yo).and.older.(26–35.yo).Millennials.frequently.appeared..For.example,.older.Millennials.go.to.the.restaurant.more.often.than.younger.Millennials.(6.21.vs.4.32.times./.month)..Working.Millennials.and.students.often.appeared.to.behave.differently.as.well..This.prompted.an.analysis.of.other.characteristics.
The.following.factors.have.a.notable.positive.impact.on.the.use.of.social.networks.for.research :
Dimension Variable Analysis
Socio-demographic factors
Age :19–25 yo, over 25 yo
Older Millennials are more likely to research restaurants on social networks.
Activity : Students, workers
Working Millennials are more likely than students to use social networks as sources of information on restaurants.
Behaviour in relation to the food service industry
Spending The more respondents spend on restaurant meals, the more likely they are to use social networks for research.
Types of restaurants : fast food, pizzeria, lounge, fine-dining…
Respondents are more likely to look up lounge and fine-dining restaurants on social networks.
Reasons for visits : daily meal, business meal, socialisation, special occasion
Respondents are more likely to research restaurants for business meals or special occasions.
Behaviour on social networks
Number of networks used Using multiple social networks increases the likelihood of using them as sources of information on restaurants.
Level of activity Being active on social networks increases the likelihood of using them as sources of information on restaurants. This is the variable that has the biggest impact on our respondents’ tendency to look for information about restaurants on social networks.
Individual characteristics
Experience in relation to the food service industry The more experience respondents have, the more likely they are to use social networks as sources of information on restaurants.
Knowledge on the food service industry The more knowledgeable respondents are, the more likely they are to use social networks as sources of information on restaurants.
Involvement in the decision to eat out The greater the respondent’s involvement, the more likely they are to look up restaurants on social networks.
The.variables.that.positively.influence.research.on.social.networks.are.extremely.similar.to.those.favouring.opinion-sharing..This.suggests.a link between information research and opinion-sharing..And.indeed,.the.correlations.between.the.variables.measuring.information.research.on.social.networks.and.those.measuring.post-purchasing.behaviour.on.social.networks.are.all.positive,.significant.and,.in.some.cases,.strong.
The.following.factors.have.a.notable.positive.impact.on.restaurant-related.post-purchasing behaviour on.social.networks.:
Dimension Variable Analysis
Socio-demographic factors
Age : 19–25 yo, over 25 yo
Older members of Generation Y are more likely to share their food service experiences on social networks.
Activity : Students, workers
Working Millennials share their experiences more often than students.
Behaviour in relation to food service
Spending Respondents who spend more tend to share their experiences more.
Types of restaurants : fast food, pizzeria, lounge, fine-dining…
Experiences in fine-dining and lounge restaurants are shared more frequently than those in other types of restaurants.
Reasons for visits : daily meal, business meal, socialisation, special occasion
Respondents are more likely to share information on social networks after business meals.
Behaviour on social networks
Number of networks used Respondents who use multiple networks are more likely to share their opinions via these platforms.
Level of activity Respondents who are more active on social networksare more likely to share their opinions via these platforms.
Individual characteristics
Experience in relation to the food service industry The more experience respondents have, the more likely they are to comment on restaurants on social networks.
Knowledge on the food service industry The more knowledgeable respondents are, the more likely they are to comment on their experiences on social networks.
Involvement in the decision to eat out The greater the respondent’s involvement, the more likely they are to comment on their experiences on social networks.
9Job observatory in the f&b industry Generation y, social networks and the food service industry8 Job observatory in the f&b industry Generation y, social networks and the food service industry
Analysis of the brand’s facebook feeds
Types of Facebook posts
3% 84% 13%0%
20%
40%
60%
100%
80%
The.brands.undoubtedly.post.images.more.frequently.than.text.posts.and.videos..The biggest brands focus on communica-tion through images and videos,.which.are.more.visually.appealing.and.quicker.to.apprehend.than.text.posts..Chains.which.presumably.do.not.master.Facebook.communication.as.well,.such.as.La.Pataterie.and.Pizza.Paï,.publish.a.lot.of.text.posts.These.companies.are.smaller.and.generally.local.or.national.
Fan interaction
In.terms.of.types.of.interaction, likes amounted to 81 % of the fans’ reactions, comments to 11 %, and shares to 8 %.
In.order.to.measure.the.interaction.between.the.brands.and.their.fans,.the.following.indicator.was.created.:
level of engagement =likes + comments + shares
number of fansx 100
However,.because.it.is.based.on.the.number.of.fans,.this.formula.skewed.the.results..Indeed,.brands.with.a.higher.number.of.fans.appeared.to.have.a.lower.engagement.level.than.brands.with.a.smaller.following,.even.though.their.posts.actually.prompted.more.reactions.
Since.the.data.obtained.using.the.above.indicator.would.have.been.inaccurate,.the average interaction level per post type was calculated instead. This allowed us to identify the most engaging types of posts,.both.in.general.and.for.each.brand.
Videos
Average reaction per video
McDonald’s Fr Quick Flunch Courtepaille BriocheDorée
Starbucks Fr Subway Fr Pizza Hut Häagen Dazs
0%
50%
100%
150%
250%
300%
200%
Case study : food service brands on facebookThis.case.study.focuses.on.Facebook,.as.it.is.the most popular social network among Swiss and French consumers..The.feeds.of.28.national.and.international.food.service.companies.were.analysed.:
> Au.Bureau
> Buffalo.Grill
> Casino.Cafétéria
> Class’croute
> Courtepaille
> Domino’s.Pizza,.France
> Domino’s.Pizza,.Suisse
> Flunch
> Häagen.Dazs
> Hippopotamus
> La.Boîte.à.Pizza
> La.Brioche.Dorée
> La.Mie.Caline
> La.Pataterie
> Léon.de.Bruxelles
> McDonald’s.France
> McDonald’s.Suisse
> Mezzo.di.Pasta
> Mövenpick
> Paul
> Pizza.Hut
> Pizza.Pai
> Quick
> Sushi.Shop
> Planet.Sushi
> Starbucks.France
> Starbucks.Suisse
> Subway
The.time.frame.for.this.study.was.one.year.of.Facebook.activity,.from January 1 to December 31, 2013.
Among.the.sample.brands’.French.and.Swiss.Facebook.pages,.the companies that have the highest number of fans are McDonald’s (1.3 million), Häagen Dazs (670,000), Quick (560,000) and Starbucks (550,000)..McDonald’s.and.Quick.are.also.the.companies.with.the.highest.turnover.
Häagen.Dazs.and.Starbucks.are.much.less.present.in.France.than.their.Facebook.following.suggests..There.are.three.reasons.for.this.disparity.:.their.fame.attracts.fans.;.their.communication.strategy.focuses.on.social.networks.;.and.their.strategy.is.to.foster.a.feeling.of.closeness.and.build.a.sense.of.community.
Fast food and pizzeria restaurant chains have younger fans than full-service restaurants..This.reflects.each.seg-ment’s.consumption.habits.
18%
25%
57%
less than 40,000 50,000 to 115,000 more than 320,000
10 11Job observatory in the f&b industry Generation y, social networks and the food service industry Job observatory in the f&b industry Generation y, social networks and the food service industry
Courtepaille
Courtepaille.published.more.images.and.less.text.posts.than.our.sample.average.:.the.posts.published.on.its.Facebook.page.in.2013.included.2 % videos, 94 % images and 4 % text posts.
Videos
One.of.the.videos.posted.by.the.brand.was.the.advertisement.created.for.the.brand’s.50th.anniversary..It.showcased.the.company’s.values.:.respect.of.tradition,.products.that.are.“made.in.France”,.fresh.ingredients,.generous.serving.sizes,.and.kitchen.open.non-stop..The.two.other.videos.were.related.to.a.dance.contest.between.Courtepaille.outlets.and.highlighted.the.employees’.good.spirit..Moreover,.it.was.related.to.an.important.partner.of.the.company,.the.Tour.de.France.
Images
Among.the.images,.26.%.showcased.either.the.products available on the menu,.the.restaurants,.or.the.atmosphere.during.meals.(for.example.a.happy.family.sharing.a.meal)..The products were not presented the way they are served in restaurants, but as “star products” (e.g..beef.laid.directly.on.a.wooden.table,.paintings.of.desserts)..These.images.were.often accompanied by questions.
20.%.of.the.images.showed.the.Courtepaille.food truck during the Tour de France..With.these.images,.the.company.fostered.a.sense.of.conviviality.and.of.closeness.to.fans.by.reminding.them.where.the.truck.would.stop.
Finally,.10.%.of.the.images.were.linked.to.contests..For.one.of.these,.fans.had.to.take.photographs.of.the.Courtepaille.mascot,.thus.reinforcing.their.involvement.and.their.attachment.to.the.brand.
Text posts
39.%.of.the.text.posts.were.job advertisements.for.permanent.positions,.internships.or.summer.jobs..Other.text.posts.(22.%).were.questions asked directly to the fans.to.create.interaction..These.questions.focused.on.the.brand.and.its.products.(e.g..“In what year do you think Courtepaille offered itsfirst fish dish?”).
McDonald’s france
In.2013,.the.posts.on.the.McDonald’s.France.Facebook.page.included.more.videos.(15.%).and.fewer.images.(70.%).than.the.sample.average..They.did,.on.the.other.hand,.feature.an.average.amount.of.text.posts.(15.%).
Videos
65.%.of.the.videos.focused on celebrities..They.were.either.interviews.(e.g..of.Joyce.Jonathan),.a.personality.taking.control.of.the.Facebook.page.for.a.few.days.(for.instance.Taïg.Khris),.or.an.artist’s.new.music.video.
Images
The.images.posted.by.McDonald’s.France.mainly featured products : 73.%.advertised.new,.limited.editions.or.flagship.products.Others.(13.%).focused.on.the.installation.of.terminals for online orders.
Text posts
The.company’s.text.posts.also.focused on online orders.(40.%).and.asked fans questions.on.products.and.services.
The brands whose videos sparked the most reactions are Pizza Hut, Brioche Dorée and McDonald’s France..This.is.not.due.to.them.posting.more.videos.than.the.other.brands.or.having.more.fans,.but.on.the.content of the videos..In.2013,.the.strategy.of.Pizza.Hut.and.Brioche.Dorée.was.to.post.only.funny videos,.which.their.followers.appreciated.a.lot.and.gladly.shared.or.com-mented.on..McDonald’s.videos.generated.many.reactions.because.they.involved French celebrities.(Joyce.Jonathan,.Taïg.Khris…).
Images
Average reaction per image
McDonald’s Fr Quick Flunch Courtepaille BriocheDorée
Starbucks Fr Subway Fr Pizza Hut Häagen Dazs
0%
500%
1000%
1500%
2000%
The brands whose images prompted the most reactions are Häagen Dazs, McDonald’s France and Starbucks France,.with.Häagen Dazs being far ahead.of.its.competitors..These.three.companies.have.professional photographers and.regularly.posted.pictures of celebrities.endorsing.their.products,.which.explains.why.their.pictures.were.so.successful..They.also.elicited.reactions.by.asking their fans questions.on.the.products.pictured.
Text posts
Average reaction per text post
McDonald’s Fr Quick Flunch Courtepaille BriocheDorée
Starbucks Fr Subway Fr Pizza Hut Häagen Dazs
0%
500%
1000%
1500%
2000%
The three brands whose text posts prompted the most reactions are McDonald’s France, Quick and Häagen Dazs, although.McDonald’s France clearly outdistances the other two..Interestingly,.text.posts.proportionately.got.more comments than videos and images did..The.text.posts.that.generated.the.most.reactions.were.those.asking fans a direct question on their consumption preferences.(e.g..“Do you prefer going to McDonald’s during the week or the week-end ?”).
Examples of best practicesThe.case.study.was.completed.by.a.more.in-depth.analysis.of.the.content.of.two.brands’.Facebook.pages.:.Courtepaille.and.McDonald’s.France.
Courtepaille.is.an.interesting.company,.for.its.Facebook page is the one on which fans participated the most :.it.had.a.70.%.level.of.engagement..Moreover,.Courtepaille.is.a.full-service restaurant ;.as.such,.it.has.a.similar.customer.base.to.57.%.of.French.restaurants.and.67.%.of.Swiss.restaurants.
McDonald’s France.was.chosen.for.two.reasons..First,.McDonald’s.is.the.biggest food service company in the world..Secondly,.out.of.our.whole.sample.population,.it.had.the.Facebook.profile.with.the.highest.number.of.fans.
13Job observatory in the f&b industry Generation y, social networks and the food service industry12 Job observatory in the f&b industry Generation y, social networks and the food service industry
Switzerland68%
France32%
’
OlderMillennials71%
YoungerMillennials29%
Female63%
Male37%
Students62%
Working38%
MethodologyA two-step analysis
Millennials’ behaviour Case study: food service brands on Facebook
>> Qualitative.study.through.interviews.of.Millennials,.restaurant.owners.and.web.2.0.companies
>> Quantitative.study.among.236.Millennials
>> 28.national.and.international.companies
>> Present.in.France.and.Switzerland
>> With.700.to.1.million.fans
Quantitative study sample
Recommendations for independent restaurateursThe.above.observations.on.Millennials’.behaviour.and.on.best.practices.in.the.industry.served.as.a.basis.for.a.tool designed to help independent restaurateurs make their Facebook page more appealing to Generation Y. The.table.below.indicates.which.posts.they.should.make.to.generate.reactions.from.fans,.taking into account both their positioning and their target population.
Younger Millennials (19–25 yo) / students Older (> 25 yo) / working Millennials
Posts (type and content)
(Expected) reactions
Posts (type and content)
(Expected) reactions
Fine-diningAverage.ticket..>.chf.120./.€.100
Atmosphere, special occasions, celebrities, products, expertise
Restaurant’s pageAtmosphere, celebrities, products, expertise
Kitchen chef’s pageCustomers, celebrities, expertise
Lounge Experience, atmosphere Celebrities, customers
Full serviceAverage.ticket.=.chf.80 – 120./.€.60 – 100
Products Customers, products
Full serviceAverage.ticket..=.chf.50 – 80./.€.35 – 60
Promotions, contests, outlet openings
ProductsNew products, ask for product suggestions
Full serviceAverage.ticket..<.chf.50./.€.35
Funny, contestsContestsOutlet openings
Fast foodAverage.ticket..=.chf.10 – 12./.€.8 – 9
Funny, celebritiesPromotions, new products
Promotions, questions on products
In.short,.independent.restaurateurs.should.adapt their communication strategy to the different groups which compose Generation Y ;.being.a.Millennial.should.not.be.the.only.segmentation.variable.taken.into.account..Restaurateurs.seeking.to.optimise.their.use.of.social.networks.should.target.the.Millennials.who.are.most.susceptible.to.use.these.platforms.when.seeking.and.sharing.information.
Christine Demen Meier, phdholder of the saviva f&b chair
Associate.Professor.of.entrepre-neurship. at. École. hôtelière. de.Lausanne.(EHL),.C..Demen.Meier,.PhD,.is.also.head.of.the.Innova-tion. and. Entrepreneurship. De-partment.and,.since.September.2010,.holder.of.the.F&B.Chair..Be-fore.joining.EHL,.Dr.Demen.Meier.managed.and.owned.several.busi-nesses.in.the.hospitality.industry..She.is.currently.president.of.the.board.of. the.Bon.Rivage.Hotel.(Vaud,.Switzerland).
Samad Laaroussi, phdassistant Professor
S..Laaroussi,.PhD,. is.Assistant.Professor.of.marketing.and.the.founder.of.the.Chair.of.Hospitality.Luxury.at.EHL..His.other.area.of.expertise.is.related.to.marketing.intelligence.and.CRM.implementa-tion.within.companies..Previously,.he.co-founded.the.Observatory.of.Sales.and.Marketing.Strategies.(OVSM),.a.research,.training.and.consulting.network.in.the.field.of.sales.and.marketing.
Stéphanie Buricoordinator of the saviva f&b chair
S..Buri,.MSc.in.entrepreneurship,.is.a.scientific.collaborator.at.the.F&B. Chair.. She. is. specialised.in. quantitative. analysis. and.innovation.in.the.F&B.industry..Additionally,.she.is.in.charge.of.marketing.research.for.the.Chair..Before.joining.EHL,.she.worked.in.purchasing.and.operations.in.a.Malagasy.restaurant.
Stéphanie Pougnet, phdassistant Professor
Back.from.a.one-year.visiting.pro-fessorship.at.Hong.Kong.Polytech-nic.University,.S..Pougnet,.PhD.,.is.Assistant.Professor.of.talent.management.and.organisational.behaviour.at.EHL..Her.research.and. publication. foci. include.human.capital.education,.selec-tion. and. performance.. Having.worked.in.energy.and.restaurant.businesses,.she.gained.an.inte-rest.in.entrepreneurship.and.co-founded.www.sportmania.ch,.a.Swiss.online.shop.
Clémence Cornuzscientific collaborator at the saviva f&b chair
C..Cornuz,.MA.in.English.litera-ture,.is.a.scientific.collaborator.at.the.F&B.Chair..In.addition.to.participating.in.literature.research.and.fieldwork,.she.is.in.charge.of.academic. communication. and.edits.the.Chair’s.publications.
Virginie Courtauxehl alumnus
An.EHL.alumnus,.V..Courtaux.has.experience. in. faculty. develop-ment.and.marketing.intelligence..She.has.conducted.several.qua-litative.and.quantitative.studies.regarding. e-reputation. and.students’.behaviour.
Agathe Ferriassistant restaurant manager, quatar
Having.received.her.BSc.in.Inter-national.Hospitality.Management.from.École.hôtelière.de.Lausanne,.A..Ferri.is.now.assistant.restau-rant.manager.in.Qatar..She.has.a.strong.experience.in.F&B.manage-ment.in.hotels,.airports.and.res-taurants.all.over.the.world..She.took.part.in.this.study.through.her.Bachelor’s.thesis.
The team affiliated to hes-so
The.HES-SO.offers.Bachelor.and.Master.degrees.as.well.as.continuing.education.in.several.domains,.including.economy.and.management..Its.28.schools,.located.in.Suisse.Romande,.welcome.19,000.students.
The research team
The saviva f&b chair team
© 2014 Chaire F&B Saviva, École hôtelière de Lausanne. All rights reserved.