Document Type
Conference Proceeding
Publication Date
Spring 2025
Abstract
This study looks at how bar-restaurants, especially in small towns in Central Pennsylvania, can use market research and targeted marketing to attract and keep customers in today’s competitive landscape. As the market becomes more saturated and customer preferences shift, it's clear that offering quality food alone isn’t enough. Instead, businesses need to focus on creating a full dining experience, which includes great service, a welcoming atmosphere, and personalized touches. Using PJs Tavern as a case study, this research explores customer preferences, demographic factors, and the role of social media platforms like TikTok, Instagram, and Facebook in driving customer engagement. By surveying local patrons, the study identifies key elements that influence loyalty, such as menu satisfaction, pricing, and the overall vibe of the restaurant. The findings suggest that PJs Tavern could boost engagement by strengthening its social media presence, offering promotions aimed at younger customers, and ensuring the service is customer focused. However, the study also notes some limitations, like a small, convenience-based sample and a focus on the Cresson area, which may not fully capture broader trends. Despite these challenges, the research offers useful insights for local businesses looking to improve customer retention and stay competitive in the ever-changing restaurant industry.
Recommended Citation
Burt, G. D., Kaminski, R., and Eckenrode, Z. (2025). Consumer insights about restaurant and bar preferences. 2025 Association of Marketing Theory and Practice Proceedings, 7. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2025/7
Included in
Advertising and Promotion Management Commons, Business and Corporate Communications Commons, Entrepreneurial and Small Business Operations Commons
