Abstract :

With the tagline of “Connecting empty dining tables with empty stomachs,” LEO (disguised name) provides a food service platform where customers can reserve restaurant tables and get timely-based discounts through yield management. By getting customers to dine in during odd-eating hours, restaurants get to recoup its operating expenses. However, even with this seemingly win-win situation for all stakeholders, LEO has not been able to be as successful as they should be. This study aims to find out the cause of this low adoption rate, as well as the solution to further boost sales and overall performance of LEO Indonesia. Data collection is done through desk research, previous studies, a questionnaire to customers, an interview with the employee, and some limited internal data. Further in-depth analysis was conducted using 5 As Customer Path and Integrated Marketing Communication. This revealed that the root cause to LEO’s slowdown after their initial success, was the fact that they were focusing so much on customer retention and not enough on customer acquisition anymore. Having found the root cause, a strategy formulation was created using the ERRC Grid framework. These frameworks provided solutions for all the factors mentioned above, while focusing a lot more on LEO’s marketing strategy to increase brand awareness, adoption rate, and overall performance, since the service that LEO have been offering manages to fit the wants and needs of current and potential customers.

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Keywords :

Brand awareness, Customer Path, Food Services, Integrated marketing communication

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