and I give you the example report(attached). which my report should look like this. Please also read other attached files.

This report focuses on exploring tactics to amplify the number of customers, thus, help to expand the Jasmins Lebanese Restaurant. The three recommendations that explored are; Food Trucks, Facebook, and Discounts. Through the following tactics, Jasmins will be able to invite new customers to their restaurant and keep their existing customers from coming back. Hiring a food truck is a smart marketing strategy to promote the restaurant’s brand name in different suburbs across Sydney; this will ultimately attract new customers who have not yet heard of the restaurant by visiting their location at Lakemba. Engaging with the online community through Facebook to build a trusted network is highly regarded; posting enthusiastic and lively photos of staffs and customers will ultimately increase the restaurant's likeability and create a positive, family-friendly atmosphere online. Lastly, discounts are favoured by a majority of consumers who prefer to purchase items on sale, likewise, offering free meal vouchers or discounts to children, or university students will help attract new customers and grow their business.

Jasmins Lebanese Restaurant is among the most celebrated restaurants in Lakemba and has been operating there for the past 20 years. It is a family owned restaurant for over three generations. The restaurant specialises in Lebanese cuisine and is most notably popular for its falafel (Jasmins Restaurant 2014).

This report is to explore three recommendations (Facebook, Food Truck, and Discounts) that will help expand their business, attract new customers and keep their existing ones. Through the following tactics, this will undoubtedly help grow the restaurant and expand their business across the Sydney suburbs. Without a doubt, through the following strategies, Jasmins will be able to establish their brand nationally and will ultimately prove their presence at any location.

The goal of this report is to attract new customers to help develop and cultivate Jasmins Lebanese Restaurant across Sydney.

The target audiences are non-Lebanese individuals and families; this is because as Jasmins is a family restaurant, attracting new customers to a lively and energetic atmosphere will spark an interest among customers into the restaurant.

Social networking has undoubtedly grown in popularity in the past few years. Websites like Facebook allow individuals to engage with other users online; this is either through sending private or public online messages and sharing photos (Pempek, Yermolayeva & Calvert 2009). A research study conducted by Kissmetrics explored the efficiency of Facebook, and they found that 93% of the most captivating and engaging posts were of photos, and it proved to be more effective than videos, links, and text based updates (Cooper 2013) (see figure 12.1). Photos uploaded on Facebook on average obtain approximately 84% more click-throughs on links than text-based posts, 104% more comments and 3% more likes (Cooper 2013).

Jasmins does have a Facebook page (Jasmins Lebanese Restaurant 2014) however the platform is rarely used, posts are uploaded approximately per month and interaction with their online community is relatively weak (see figure 12.2). The restaurant currently has 4 Facebook pages for different suburbs; their posts are not the same, and each page is less used than the other. To combat this, it is best for the restaurant to solemnly focus on utilising 1 Facebook page than four at the same time, the individual in charge can gravely focus on one page and make use of it to its fullest potential. It is not necessary to have 4 Facebook pages for different suburbs; restaurants such as Rashays (Rashays Casual Dining 2012) have over 20 branches across NSW yet operate using only 1 Facebook page as it is convenient and manageable as well as much accessible and not puzzling for the online community (see figure 12.3). It is much easier for netizens to follow or ‘like’ one Facebook page than 4.

To help expand their business, Jasmins should primarily focus on establishing their online presence by posting their signature dishes like the mix plate which includes falafel, tabouli, chicken breast, hummus, small chunks of beef and a kebab (see figure 12.4). The restaurant currently lacks new pictures of their dishes, and a majority of their content is outdated. Hence, by uploading popular dishes like the mix plate along with happy customers captured next to their dishes, the following will help create a warm and inviting atmosphere online, this will guarantee a growing audience across the online community and help increase awareness of the restaurant on a worldwide scale.

The restaurant will lose a substantial amount of their online community by closing down 3 Facebook pages and focusing on just 1. To combat the loss, the restaurant should promote on all 3 of their Facebook pages Jasmins main and only profile by posting a link before they deactivate. This strategy is useful because netizens will not have to look for Jasmins main Facebook page and the restaurant will not entirely lose their audience.

The concept of using a food truck to gain exposure and raise awareness of the restaurant is a smart marketing and campaign strategy (FoodTruckr 2015). Inviting people who may not have heard of the restaurant through servicing communities in a range of flexible ways not only creates a more diverse Sydney but also helps create a real strong impression on customers(Zegura 2014).

Food Trucks are useful and ideal for organisers; one simply just drives in, provide their services and then leave (Zegura 2014). They are unique and an inexpensive form of garnering customers in one setting.

Renting a food truck invites many opportunities and savings for any business that wants to expand. For instance, before branching out, renting a food truck to assess potential locations such as the city or exploring new suburbs and seeing if the public there would develop a taste of the cuisine can save the restaurant from financial loss, time and effort or help them earn new customers and revenue (FoodTruckr 2015).

As Jasmins most popular dish is the ‘mix plate', instead of serving each portion of the course altogether, it will be more convenient and suitable to serve them separately. For instance, with the kebabs, you may be able to serve them on sticks, falafels wrapped in Lebanese bread with hummus and tabouli or instead of falafels; you can substitute it with chicken, thus making a chicken kebab roll.

An obstacle for hiring a food truck is no customers’ attending or interested in the cuisine. Jasmins will ultimately suffer a financial loss but also the devaluation of the restaurants brand, to overcome this barrier, it will be best for the restaurant to commence at events where there is a mix of Lebanese and non-Lebanese communities, for example, the Eid Festival at Fairfield Show Ground. Through this tactic, Jasmins will have customers that are familiar with the cuisine. Thus, their brand will not be undervalued, and the restaurant will not suffer a financial loss.

Another strategy encouraging more consumers to stop by at Jasmins food truck is by giving out free samples of food to customers; this can spark interest and attention (FoodTruckr 2015) and is very quick and easy to do. Preparing an extra meal and serving them in small proportions is an efficient and cheap simple way to invite new customers.

To help grow their audience, Jasmins should also accentuate on building a robust customer database by offering student discounts, free coupons, and happy hour and meal vouchers. A study conducted by Wildfire Interactive indicated that vouchers given by restaurants acquired the highest engagement rates (Cooper 2013) (see figure 12.6).This will undoubtedly attract students who eat under a budget, old customers from coming back as well as new customers since most people prefer purchasing items on sale. Discounts serve as a smart marketing strategy to lure customers into restaurants.

However, before promoting sales in the hopes to increase revenue, it is best to map out a plan to validate the restaurant is still making a profit. Also, it is vital that you are aware of your current markup (the cost to add to a selling price), profit margin (the amount earned from a sale of its product before deductions of any expenses) and breakeven point (detects the number of sales to be made before tax). It is also important to determine the length of time the sales will last. Furthermore, the restaurant must also be promoting a realistic discount price to earn a return (State Government of Victoria 2015).

Before advertising discounts sales or free coupons, it is essential that you understand how the following will affect your sales targets and profit margins. To successfully earn a return without making any loss to the business or devalue the brand's name, you must recognise your current markup, gross margin and breakeven figures and how the sales will affect your revenue (State Government of Victoria 2015).

In the table below there is an example exhibited to explain the impact of sales on the gross margin. For example, the gross margin (top row) if it is 40% and the sales price is by 5% (the left-hand column), it is essential that you increase sales by 14.3% to earn a return (State Government of Victoria 2015).

By providing student discounts, Jasmins identity may change and no longer be looked at as a family restaurant. A surge of students occupying the area causing disturbance and acting up (for example being loud and rowdy), may completely change the identity of Jasmins and will no longer be perceived as family oriented. To combat the problem the restaurant should provide student discounts 2-3 times a week instead of every day, so ideally any day of the week will be sufficient except weekends when most families do decide to eat outside.

12.1 The graph below describes the affect photos generate in comparison to text-based posts

12.2 Jasmins current Facebook Page, 2017

12.3 Rashays current Facebook Page, 2017

Current Photos of new dishes posted online

Engagement with the online community

An instant chat box pops up for customer service online

12.4 1 serving of a mix plate

Chicken Breast

Hummus

Beef

Kebab

Tabouli

Falafel

12.5 An example of a successful and well-established business using a food truck to further promote their brand in local areas (McDonald’s Food Truck)

12.6 Vouchers handed out by restaurants amounted to the highest engagement rates