Estratégias para aumento da demanda de uma pizzaria

Abstract

This study was conducted in a pizzeria that demonstrated, in recent years, consecutive decreases in demand. This decrease motivated the present work, which aims to increase and keep high the demand of the pizzeria in question, in order to take advantage of the company's currently idle capacity. Therefore, this study aims to quantify the variable costs of the company, increase its internal level of service and develop marketing strategies for the pizzeria. The research method is characterized as an applied action research, since it generates useful knowledge that was applied in the real context of the company helping to change its previous situation. The research presents a combined approach in order to allow a better understanding of the problem that has comprehensive situations. In the first stage, the study aimed to determine the unit contribution margin of the company's products, using the Variable Costing Method. In the second stage, evaluations were collected and low cost improvements were determined and implemented in sequence. The last step consisted in identifying and applying the best marketing strategies available to the company. This phase was made with successive tests on available platforms and tools. The main result found was the increase of the demand from the company, but this work also impacted the culture and strategic vision of the organization.