Thesis

The restaurant has a large selection of American-style food, and a few authentic Irish
dishes and drinks. Each location has a full bar and even an extensive collection of Irish
whiskey. The Las Vegas location also has a few gambling options for its guests.
Hennessey’s Tavern Inc. is very involved in many of smaller beach communities in
Southern California. Hennessey’s supports local schools by donating discount coupons
to be given away with awards for good citizenship and academic performance.
Hennessey’s Tavern is also the main sponsor for the International Paddle Boarding
Association, which was started by beach locals. The restaurants also sponsors other
events throughout the year, but they vary by location.
Despite the content on its social media channels, each Hennessey’s Tavern location has
a significant number of followers, as seen in the chart on page 36.
Weaknesses:
The client’s primary weakness is an outdated online presence. For the most part, each
location has a very strong social media following, but the content posted on these
platforms is not engaging for customers. Some of the content is repeated on a weekly
basis and some accounts remain unused, or are offline. Although all of the locations fall
under Hennessey’s Tavern brand, they lack cohesion across social media channels, and
because of this the brand seems unaligned.
The Hennessey’s Tavern Inc. website was designed several years ago and is very difficult
to navigate and has some outdated content and information. The website has a very
dark color pallet that is not as aesthetically pleasing as most restaurant websites.
Without this strong component of its online brand it is very difficult for Hennessey’s
Tavern to build a strong, centralized online image.
Opportunities:
The foundation of Hennessey's Tavern Inc.'s opportunities come from the improvement
and refresh of its online brand, and the implementation of a social media plan that
would allow for a more centralized online content management system.
Once these aspects of the brand are strengthened, Hennessey's Tavern Inc. will be able
to build even more of an online following that will help increase brand loyalty and
overall location success. With new content, Hennessey’s will be able to share company
news, and market their specials and events to an audience that wants to engage with
the brand.
This online presence will help the business reach new demographics for each
Hennessey's Tavern location. An increase in customers creates financial success, and
that nurtures future restaurant expansions and new locations for the company.
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