E-Commerce Strategies for a Local Independently Owned and Operated Restaurant

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e-Commerce Strategies for a Local Independently Owned and Operated Restaurant What Internet business model would be appropriate for the company to follow in creating a Web site and why? The best possible Internet business model for the local restaurant Keno's would be multichannel retailing and new customer acquisition through event marketing, couponing and pervasive use of social media to promote special events. Keno's is a family-run small restaurant that also has a small sports bar attached. Creating and sustaining a multichannel-based Internet business model with couponing and other demand generation strategies that combines the uniqueness and timeliness of events helps to transform e-commerce sites to effective multichannel platforms for generating new business (Liu, Lin, 2011). The main objective of the Internet business model is to get as many potential local customers to try the restaurant and sports bar, making the events, menu and experience a desirable one. In what ways can the company benefit from a Web site? What functions should it perform for the company (i.e., marketing, sales, customer support, internal communications, etc.)? The local restaurant will be able to benefit in several ways from the new website. First, using specific keywords that uniquely identify their business, the restaurant's managers will be able to increase the level of search engine optimization (SEO) performance (Gotzamani, Tzavlopoulos, 2009). Second, the website can be used to

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