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Publication
Low and slow : restaurante fast casual na Covilhã
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 20.46 MB | Adobe PDF |
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Abstract(s)
As vidas atarefadas que as pessoas levam hoje em dia levam-nas a negligenciar alguns dos cuidados essenciais para o seu bem-estar, como por exemplo a alimentação, recorrendo muitas vezes a Fast Food. Com esta problemática em vista surgiu a oportunidade de desenvolver a identidade visual e proposta de comunicação para um novo conceito de restaurante Fast Casual na Covilhã.
Em primeiro lugar foi feita a análise da envolvente externa micro e macro, seguida de inquéritos por questionário possíveis clientes e inquéritos por entrevista a profissionais da áre da restauração, para mais tarde definir qual a melhor forma de atuar no mercado atual.
Tendo em conta as necessidades encontradas no mercado da Covilhã, as propostas de comunicação assinalam principalmente a importância das Relações Públicas e do Marketing Online, pela facilidade de acesso e possibilidade de estabelecer um diálogo entre consumidor e marca. Estes suportes de comunicação irão permitir alcançar uma relação de confiança com um público-alvo mais jovem.
Due to the busy lives that people are confronted with these days, they neglect some of the aspects for over-all well-being, such as food, often resorting to Fast Food. With this problem came the opportunity to develop the visual identity and communication proposal for new Fast Casual restaurant in Covilhã. First, the analysis of the micro and macro external environment was carried out, followed by questionnaire surveys to possible clients and interview surveys for professionals in the catering area, to later define the best way to act in the current market. Taking into account the needs found in the Covilhã market, the communication proposals highlight the importance of Public Relations and Online Marketing, the ease of access and the possibility of establishing a dialogue between consumers and brand that these tools present, as a way to achieve a relationship with the target audience.
Due to the busy lives that people are confronted with these days, they neglect some of the aspects for over-all well-being, such as food, often resorting to Fast Food. With this problem came the opportunity to develop the visual identity and communication proposal for new Fast Casual restaurant in Covilhã. First, the analysis of the micro and macro external environment was carried out, followed by questionnaire surveys to possible clients and interview surveys for professionals in the catering area, to later define the best way to act in the current market. Taking into account the needs found in the Covilhã market, the communication proposals highlight the importance of Public Relations and Online Marketing, the ease of access and the possibility of establishing a dialogue between consumers and brand that these tools present, as a way to achieve a relationship with the target audience.
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Keywords
Restauração Fast Casual Identidade Visual Marketing Comunicação Projeto de mestrado