Effects of Social Media Marketing on Moonstar Upscale Seafood Buffet Company

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Effectsof Social Media Marketing on Moonstar Upscale Seafood Buffet Company

Tableof Contents

CareerCenter Workshop Attendance Form ……………………………………….………3

MonthlyTime Sheets…………………………………..………………….….………….4-7

InternPerformance Evaluation Form………………………………….…….………….8-10

ExecutiveSummary ……………………………………………….……………………..11

SectionI – Introduction/Background ……………………………………………………..11

SectionII – Statement of the Research Project. ………………………………………….12

SectionIII-Methodology …………………………………………………….…………19

SectionIV – Findings ……………………………………………………….……………20

SectionV – Conclusions …………………………………………………….……………22

SectionVI – Recommendations ……………………………………………….…….…..23

References…………………………………………………………………….…………25

Appendix……………………………………………………………………….…….….26

SanFrancisco State University

CareerCenter Workshop Attendance Form

HTM515 – Internship

Pleasebe sure to have this form validated at the workshop you attend andturn it in at the end of the semester along with the otherrequirements of the course,

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StudentsName:…………………………………………………………………………….

WorkshopName:…………………………………………………………………….……

DateAttended:…………………………………………………………………….…..…..

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Instructorsname:…………………………………………………………………….…..

InstructorsSignature:……………………………………………………….…………..

HTM515 – Hospitality &amp Tourism Management Internship

MonthlyTimesheet

(NOTE:Turn in a separate time sheet each month – Make additional copies asnecessary)

Names:……………………………………………………………………………………………

DatesCover From:……………………………………….To:…………………………………..

Employer: MoonstarUpscale Seafood Buffet .

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Supervisor’sPhone Number………………….………..Email………….………………………

StudentsSignature………………………………………………………………………………

HTM515 – Hospitality &amp Tourism Management Internship

MonthlyTimesheet

(NOTE:Turn in a separate time sheet each month – Make additional copies asnecessary)

Names:……………………………………………………………………………………………

DatesCover From:……………………………………….To:…………………………………..

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HTM515 – Hospitality &amp Tourism Management Internship

MonthlyTimesheet

(NOTE:Turn in a separate time sheet each month – Make additional copies asnecessary)

Names:……………………………………………………………………………………………

DatesCover From:……………………………………….To:…………………………………..

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Supervisor’sPhone Number………………….………..Email………….………………………

StudentsSignature………………………………………………………………………………

HTM515 – Hospitality &amp Tourism Management Internship

MonthlyTimesheet

(NOTE:Turn in a separate time sheet each month – Make additional copies asnecessary)

Names:……………………………………………………………………………………………

DatesCover From:……………………………………….To:…………………………………..

Employer: MoonstarUpscale Seafood Buffet .

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SanFrancisco State University – Hospitality and Tourism ManagementDepartment

InternshipPerformance Evaluation – Assessment Goal 5

Name of the Student:

Semester/Year:

Supervisor’s

Company:

Pleaserate your satisfaction with our student’s performanceusingthe following scale below:

  1. Does not apply (2) Dissatisfied (3) Not Sure (4) Satisfied (5) Very Satisfied

Trait or Characteristic

Performance

Comments

Student performance satisfaction

Please evaluate students based on the expectations set for an intern.

N/A

2

3

4

5

Business/Management skills on the job

Hospitality/Service Mgmt skills on the job

Overall academic preparation for position

Written Communication Skills

Verbal Communication Skills

Analytical Skills

Critical Thinking Skills

Ability to work in a team that facilitates organizational goals

Leadership Skills

Displays a high level of business ethics

Sensitivity to people of different cultures

Understands the need for social responsibility.

Dependability: the degree to which the intern can be relied upon to complete a job and be punctual.

Independence: The degree of work accomplished with little or no supervision.

Initiative: The degree to which the intern searches out new tasks and expands abilities professionally and personally.

InternshipPerformance Evaluation – to be shared with student.

  1. Areas that the student shows strengths and potential:

  1. Areas that the student may improve upon:

  1. Recommendations for student career development/Comments about student in general:

  1. Comments or suggestions about SF State’s HTM Program is appreciated:

  1. Please grade the student’s research project/paper &amp presentation: Overall Grade:_(A, B, etc)

  1. Please evaluate and comment on the students research project/paper:

Students are required to present their research findings to their supervisor in a formal presentation. Please provide feedback on the student’s effort and results. Also indicate whether the project was beneficial to the company and if you will be able to use the results.

Date of Evaluation:

Evaluator (Name &amp Title):

Evaluator Signature:

Intern Signature:

Semester/Year:

HTM515 Internship Questionnaire

(Tobe completed by the student)

  1. Company name of internship:

  1. Department(s) worked in:

  1. Specific responsibilities/duties:

  1. Top three most important things you learned during your internship:

a.

b.

c.

  1. Top three things you didn’t like about the internship experience:

a.

b.

c.

  1. Top three things that would improve the internship program for future students

a.

b.

c.

  1. Did the internship experience result in a job offer? (Circle Yes or No)

Yes

No

  1. Did you take the position? (Circle Yes or No)

Yes

No

  1. If so, what is the name of the company?

If so, Position title:

  1. If not, describe your current plans upon graduating? (Company, Title, etc.)

  1. Are you actively looking for employment?

ExecutiveSummary

Parametersof the Report

MoonstarUpscale Seafood Buffet, also known as the best upscale seafood buffetwas established in 1991 in the Bay Area, Daly City in San Francisco.Its business model has expanded from the original seafood outlet onlyto a lot of fun events company. The restaurant has built itsreputation in the area becoming one of the best venues to hold awedding, birthday party, memorials, business and corporate events.They have also increased their capacity to handle up to 450 guests.

Thepurpose of this research is to establish whether their increased useof social media at Moonstar upscale seafood buffet has had any effecton business performance, reputation and brand awareness.

Descriptionof the Problem/Statement of the Research Project

Thisresearch aims at analyzing the effects of social media marketing onthe performance of the business as well as its reputation. This willbe quantified by a number of inquiries, bookings and averageexpenditure of the consumers who order online. The data will befocused on the 25 year anniversary of the restaurant. The period willbe characterized by intensive online marketing campaign with a keenfocus on social media. The will include the reviews on the majorsite, Facebook the project aims at direct the users to a short surveyat the company’s website that will record the responses. It willalso capture the satisfaction levels and facilitate direct responsesfrom the consumers.

Theresearch will also provide the management with the understanding ofthe various social media marketing initiatives they can implement tohave a positive impact on the business performance and brand. Thestudy will also document the aspects of consumer feedback. It willidentify the areas the customers like and the improvements they wouldlike to see. It will also provide a justification as to whether therestaurant needs to establish a department that deals with deliveriesas well as establishing whether there is enough justification to hirea social media representative to handle the restaurant’s Facebookpage.

Methodology

Thedata will be collected and analyzed by the website automatically. Theraw data relating to the volumes of inquiry, response times, natureof feedback and average spending per individual. Facebook will givethe data to post content, impression and the number of visitors onthe page. Moreover, the nature of inquiries will also be captured.

of Findings and Conclusions

Ingeneral, social media marketing has become a proven platform toquickly spread information at minimal costs and thus has a greaterbusiness value as compared to other conventional marketing channels(Kotler, 2017). Moreover, it has necessitated the need to establish adepartment to handle online orders as well as a mechanism fordirecting traffic to the company website to make purchases and givefeedback. Additionally, the increased publicity during the company’s25 years anniversary led to the increase of the traffic by over2000%. Moreover, the anniversary was broadcasted on a local TVstation, “Better Life Health Channel” on the day of the event.The company website also received numerous positive likes and theaverage guests during the days have increased dramatically.

Recommendations

Sincethe anniversary, the increased number of guests have necessitated theestablishment of an online sales team as well as a social mediamanager position. This will ensure that the dining experiences aremonitored in the feedbacks received as well as maintaining the onlinepresence to increase the market share as well as to increase customerloyalty. To also quench the thirst of the large social mediafollowing there will need to be frequent offers and deals so that theconcept of eating seafood frequently becomes a habit. This in returnwill have a greater benefit to the company in terms of sales andprofitability.

SectionI – Introduction/Background

MoonstarUpscale Seafood Buffet is located in San Mateo County in SanFrancisco is one of the best locations providing a broad variety ofseafood cuisines (2017). It was established in 1991 in the area knownas Daly City today. It is known for the food offering in the numerouscuisines they offer. They range from appetizers, desserts, ice-creambar, work station, soup and noodle bar, charcoal grill, salads, sushiand sashimi, fresh fruits and chef specials. It has an open viewkitchen which can be easily seen from the dining area. MoonstarUpscale Seafood Buffet (2017), also offers hosting services forparties, weddings, reunions and corporate events for up to 450guests.

MoonstarUpscale Seafood Buffet also has health and organic educationalprograms as well as a community-based outreach program (2017).Firstly, the health and organic educational programs are focused onhealthy living as well as healthy eating habits. It focusses on thechildren by training them to grow organic herbs and also education onthe benefits of healthy meals through ChooseMyPlate.org. This programis aimed at assisting the children in making healthy choices as wellas forming a foundation based on healthy lifestyles. Secondly, therestaurant also participates in community-based programs through fooddonations, volunteering, financial and gift contributions,educational scholarships. Moreover, the restaurant has partnered withother community-based organizations like Family Bridges, American RedCross, Catholic Relief Service and much more (Moonstar UpscaleSeafood Buffet, 2017). Their vision is to become a household name inDaly City. The want to become the best host of any event as well asthe best in seafood cuisines in San Mateo County (Facebook, 2017).

SectionII – Statement of the Research Project

Asfor mention in the executive summary, the project aims atestablishing two major goals. The first objective is to establish thesuccess of the survey. The manner in which the information will becaptured as well as the required information. Moreover, the feedbackfrom the consumers, as well as the areas of improvement, will also bekey in identifying the overall success of the use of social media inmarketing. With the seafood marketplace increasingly changing, thisresearch will be beneficial to the business in establishing themechanisms as well as the needs of their customers and their view ofthe restaurant. The feedback of the guests is specifically criticalin helping the organization face the ever-changing businessenvironment. Moreover, it will assist in establishing the perceptionof the consumers as well as identify the areas they were dissatisfiedwith. Rather than only directly asking the customers to rate thesatisfaction or dissatisfaction levels, there will be an option ofincluding a descriptive detail of the incidents or complements.Moreover, the customer will have an option of writing their point ofview and the areas they suggest for improvement.

Thesecond objective would be to the first is to establish the effects ofsocial media marketing on the performance of the business as well asits reputation. It will identify the number of visitors and followersof the Facebook Page at any day. There will be an analyticalobservation of the statistical data received from the Facebook Page.

Thereare several ways in which this research will benefit Moonstar UpscaleSeafood Buffet. First, it will provide the management with a betterunderstanding of the importance of adopting a more effective socialmedia marketing campaign and at what costs. Second, since it is a newmarketing model being implemented. The findings will provide tangibleand accurate analysis of the progress so far. Moreover, it willexplain the specific analysis on the expenditure per day forachieving certain revenue levels. This means that the cost ofoperating the social media campaign will be assessed as well as thederived economic benefits of the new model. Finally, the researchwill establish a monthly model that will be constantly analyzed toincrease the overall understanding of the manner in which such socialmedia strategies can be used to predict, manage and increase sales inthe future.

SectionIII – Methodology

Inthe data collection process, there are several sources that were usedin this research. I first used my knowledge and information gatheredas worked as an assistance at the restaurant. During my stay, I wasalso able to interact with other employees as well as the customerswho had numerous inquiries. The information included the cuisinenames, restaurant costs, operating hours and nature of events theyhost and much more. All these questions led to my in-depthunderstanding of the restaurant and its operations. During my staywas expected to know all the operations and costs of all the cuisinesand also adhere to the organizational set operational standards. Ialso had monthly meetings with my supervisor, who I often askedquestions about the organization.

Thenumerical data was obtained from the Facebook page on a daily basis.The information included the number of followers and visits to thepages, the number of inquiries, the number of positive and negativeresponses, the number of online orders and the closed sales. Inaddition to this, the daily sales system also provided the number oforders done and in which channel. This brought a good understandingas to the proportions that were derived from the various revenuesources as well as the specific cuisines. Moreover, it also gave adetailed report of the age gaps and the frequency of the consumers.The data was collected before and after the 25th year anniversary aswell. After getting all this information I would record in in anexcel format that will aid in analysis and creation of charts afterthe end of the month. The data from the Facebook page was recorded asfollows:

 Weeklyactive users

 Monthlyactive users

 Totalmonthly posts

 Postsubjects per month

 Numberof responses i.e. likes, comments, and shares.

 Numberof new visitors to the sites.

Thefirst three parameters relate to the number of users on the sites.The changes to this numbers and their corresponding post orrestaurants milestone was observed. The number of new and returningvisitors to the sites was also recorded to establish the overallsuccess of the posts. The post content was also critical to record asthe interests of the customers reflected the best contents and themost interesting.

Finallyfor the information on the opinions and the areas of improvement. Theresponses to comments were analyzed with two major sections, thepositive and the negative comments. The details and the proposedareas of improvement were analyzed monthly as a majority of theresponses were similar and direct. This data was not however analyzeddue to the sensitivity of the information and the fact that theinformation could not be easily analyzed as not all respondents hadany responses on this part.

SectionIV – Findings

Afteranalyzing the data received from the various sources mention in themethodology section, it was evident that the use of Facebook page inmarketing had led to improvements in all operational aspects of theorganization. In the month of December, the numbers visiting thesites was relatively low based on the fact that it was a holidayseason. As seen in (table 1 in appendix 1) the majority of theviewers and the followers join the online pages more frequentlyduring the weekends and on special holidays. Moreover, their overalltrend was seen to be straight meaning that there was no significantincrease in the number of visitors to any of the sites during thisperiod. During the same month, the average expenditure per personstood at $414 versus a total expenditure of $12,838 from 1,015 visitsto the Facebook page. This is a very low closure rates and hencethere needed to be a different approach in identifying the ways inwhich the potential customer base can be fully exploited.

Inthe month of January, the same trend continued (table 2 in theappendix) showing that the same trend continued to the New Year. Thisis a show of slow or uninterested customer base as there was $438 asthe average spending per day from these sites. Moreover, the numberof visits did not significantly increase from the previous month at1,036 visits the entire month. This translated to a slight increasein the revenue generated to $13,578.

Duringthe month of February and March, there was a significant increase inthe number of visits and the average expenditure per person. This wasmainly because of the increased publicity as the company commemoratedits 25th anniversary. The anniversary was publicized in thetelevision, Facebook page, and event within the premises itself.There were many offers to choose from as well as discounts onselected cuisines. The month of February was coupled with manyactivities but did not significantly have the highest net salesmargin from the previous month. This was because the anniversary tookplace during the mid-month period. The net sales for the month were$39,698 with an average expenditure of $1,418 per family. During themonth of March, the net sales rose to $154,775 and an averageexpenditure of $4,993. This was mainly because the increasing numberof orders led to the creation of the online ordering system where theorders were to be paid on delivery to homes of the customers (Seetable 5-13 in the appendix).

The data received on the positive and negative responses did not havea clear correlation with the impact of social media marketing as mostof the responses dealt with the operational side of the businessranging from the venue, menu, service, food tastes and much more (SeeTable 13 and Chart 1 in the appendix). Hence this data was not usedto support the existence of any effects of Facebook marketing on therestaurant.

SinceI started managing the Facebook page and the constant posting ofarticles and offers there was a significant increase in the overallusage and response on the Facebook page. After the anniversary thenumbers grew even further and the need to establish a stable andconstant contact and response mechanism were more than ever required.This led to an increase in both the average spending per family aswell as the overall net sales levels. During the months of Decemberand January, the administrators did not frequently post anything andwere late in confirming cuisine prices and delivery optionsavailable. This led to a low average visit to the pages and a lowpublic presence. The average visits to the site in January were 31visits per day, this rose to 204 visits per day after the vigorousmarketing initiative started. Moreover, the number of visitors roseto 6,351 in the month in March. In order to have the frequent postson the Facebook page, we often asked the customers the areas theyneeded to know more and suggest the topics. I was easy for me and theteam to generate articles and posts sometimes a week before they areposted as we had a lot of subjects to cover and it meant that anyonewould post the articles even during the weekends. This led to anincreased brand presence as well as the conversations on the varioustopics was shared by the followers to other groups and other pages.In a nutshell, this meant that the articles we wrote were read bymore people than the visitors of our Facebook page.

SectionV – Conclusions

Overall,the use of social media marketing approach had a positive and provensuccess despite the fact that the research was time and resourcebound. This means that they are is not fully utilized and there isstill at large room and space for improvement. There was an increasein the number of visits, the average net sales per individual orfamily and the overall net sales. Also, the number of active usersand visitors to our sites increased and hence having a positiveimpact on the brand presence as well as the business volume.

Tomaintain the social media presence constant and numerous posts andarticles need to be posted frequently as well as having a full-timesocial media manager to handle most of the queries raised. This is aneffective and cheap way of marketing the restaurant`s superb cuisinesand attractive traffic to the restaurant.

SectionVI – Recommendations

Inreference to the findings and the consequent conclusions, there are anumber of recommendations the results discover that will be of highbenefit to the management of the restaurant in achieving theircorporate goals. First, it is highly recommended that there beestablished a fully fledges social media team to handle all thetraffic generated by these platforms. This will eliminate thepossibility of negative publicity in those spaces as well as increasethe brand presence in the online marketplace. This will ensure thatthe usage of the social media accounts is done on a frequent yetstable manner. Moreover, the administrators of these sites shouldfocus on the content that is more appealing to the majority of thefollowers.

Theposts on these Facebook page should be done separately. This is toensure that all the pages have the same information in a freshoutlook giving the followers in the different sites a fresh look atthe posts. The statistics on the success of their use should also berecorded on a frequent basis to enable future analysis of the successand identification of the different changes in the marketplace.

Thefeedbacks should also be handled on a daily basis to ensure that itdoes not counter the efforts put in the marketing space. Handling theissues will assist the organization to give better service improvetheir offing as well as retaining customers.

References

Facebook.(2017). Facebookinsights data export- Moonstar Upscale seafood Buffet- 2017-03-22 [DataFile]. Retrieved fromhttps://www.facebook.com/search/top/?q=Moonstar%20upscale%20seafood%20buffet

Kotler,P. (2017). Marketing for hospitality and tourism (1st ed.). Harlow:Pearson Education Limited.

Moonstarupscale seafood buffet. (2017). Moonstar upscale seafood buffethandbook. Daly City, CA.

Appendix:

SatisfactionQuestionnaire

  1. How many times do you usually eat in the Moonlight seafood restaurant?

Morethan once a week once every week

  1. When you eat in the moonlight seafood restaurant, what type of food do you normally choose? (Tick each one as appropriate)

starter vegetables desserts

hotmain course fried food fresh fruit

vegetarianmain course salads sandwiches

other(Please specify)

  1. How much money do you spend and how would you describe the food?

Goodvalue for money reasonable bad

MoneySpent $ —

  1. How would you describe the variety of seafood’s on the menu?

excellent good fair poor

  1. What improvements/changes, if any, would you like to see in the seafood’s offered?

  1. Are you apprehensive about the categories of food you consume (i.e. do you contemplate whether they are healthy for you?

Mostof the time sometimes never

  1. Would you like more evidence about

Yes No

theingredients used in our cuisines?

howour cuisines are set and prepared?

Thissection is about the restaurant environment and service.

  1. Please tick as suitable

Mostof the time Some of the time Never

Ihave to line for a long time

Therestaurant is very clean

Thetableware is clean

Thepercentage sizes are about right

Thestaff are supportive

Thestaff are well-presented

Theoverall service is good

  1. Are there any other remarks you would like to add?

Thankyou for completing this questionnaire.