Journal de recherche touristique et d'hôtellerie

How Small Independent Restaurants can be Profitable in the United States of America

Ahmed E. Baiomy and Wanda Y Jenkins

This study aims to determine the marketing strategies that help small independent restaurants to be profitable. Data collected from the twelve interviews was analysed to generate three marketing strategy themes: Word of Mouth (WOM) and social media; limited financial resources and product differentiation. The findings showed that communities, organizations, and new entrepreneurs would benefit from the positive social change from the increase of social resources, community economic growth, employment opportunities, and sustainability. This study urged small independent restaurant owners to use Word of Mouth and social media as powerful marketing strategies to retain customers and gain new customers.