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Driving Economic Prosperity: Zaza Bazaar's Marketing Success Story

conference contribution
posted on 2024-05-17, 19:22 authored by Pratik Deshmukh, Meryem AkinMeryem Akin

The food and beverage sector is highly competitive, posing sustainability challenges, even for big restaurants. The COVID-19 pandemic strengthened these issues by closures and reducing revenue drastically. Despite adapting to a different variety of service models and exploring government aid, big restaurants face a tough journey adjusting to changes amidst unsure consumer readiness to dine out post-pandemic (Kaufman, Goldberg, and Avery, 2020). Being the UK's largest restaurant, Zaza Bazaar has not only managed to grow rapidly but also to increase customer interaction due to its usage of proper a marketing strategy, one of which includes highlighting its diverse menu (Grimshaw, 2023). Utilizing promotions, events, and social media to share their advance booking systems, as well as offers and discounts. (Zaza Bazaar, 2023).

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    AMI Conference 2024

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