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is one that has allowed him to rapidly expand and create a large variety of restaurants in several different states. Hennessey’s Tavern Inc. would benefit from a company management and online branding system similar to that of Fox Restaurant Concepts LLC. 48
Primary Research In order to better understand how the Hennessey’s Tavern locations operate, in-person and online, two forms of primary research were conducted. This research included observations taken at the Hermosa Beach and Redondo Beach locations, as well as interviews with Hennessey’s Tavern CEO Paul Hennessey, Hennessey’s Tavern’s head of marketing Sharon Rich and the General Manager of Hennessey’s Tavern Hermosa Beach, Sean Carleton. Location Visits and Observations: Over four weeks in December to January 2016, the researcher visited the Redondo and Hermosa Beach locations, observing and recording restaurant foot traffic and overall environment in the restart during certain times of day. It should be noted that on the busier nights, a rough estimate was made in the number of customers. The Redondo Beach location has a capacity of 100, and the Hermosa Beach Location can host 150 people indoors, about 30 people on its upstairs patio and 55 on its downstairs outdoor patio. Redondo Beach Location: Visit 1: Wednesday, December 14, 2016 from 3:30 to 6:30 p.m. Hour 1, 3:30 – 4:30 p.m.: 17 people Hour 1 Comments: The researcher, 21, was the youngest customer at the location. There were a few couples scattered throughout the restaurant and seated at the bar. All other customers were over the age of 45. Many of the people at the bar appear to be regulars, based on their personal interaction with staff and fellow customers. Hour 2, 4:30 – 5:30 p.m.: 27 people Hour 2 Comments: No significant change in demographics. A couple in their 30s is now seated at the bar. More people have shown up for happy hour. Hour 3, 5:30 – 6:30 p.m.: 40 people Hour 3 Comments: More people have come to eat dinner. There are more customers age 25-35. There is also a family with 2 young children. Visit 2: Tuesday, December 27, 2016 from 2:00 p.m. to 4:00 p.m. Hour 1, 2 – 3:00 p.m.: 12 people Hour 1 Comments: There are 6 people sitting at the bar, most of them locals and between the ages of 40-55. Some of these people 49
Page 1 and 2: The Importance of Online Branding a
Page 3 and 4: Background 3
Page 5 and 6: About Hennessey’s Tavern Inc.: Cl
Page 7 and 8: • On average, an American will ea
Page 9 and 10: Purpose of the Project In order to
Page 11 and 12: Research Report 11
Page 13 and 14: that these contribute to customers
Page 15 and 16: Each social media platform has beco
Page 17 and 18: The other advantage to having stron
Page 19 and 20: Centralization Versus Decentralizat
Page 21 and 22: SWOT Analysis Strengths: -Friendly
Page 23 and 24: Financial growth would allow Hennes
Page 25 and 26: minimum wage will increase for empl
Page 27 and 28: Marijuana Act (California Restauran
Page 29 and 30: Figure C: U.S. restaurant industry
Page 31 and 32: provide Hennessey’s Tavern Inc. w
Page 33 and 34: Figure F shows Hennessey’s Tavern
Page 35 and 36: Figure K: Facebook social tab on He
Page 37 and 38: It should be noted that the Redondo
Page 39 and 40: Figure P provides an example of the
Page 41 and 42: Figure T: Recent Facebook post from
Page 43 and 44: Figure W: Facebook interaction metr
Page 45 and 46: Marketing: Marketing for Hennessey
Page 47: The Redondo Beach Hennessey’s Tav
Page 51 and 52: Hermosa Beach Location: Visit 1: Sa
Page 53 and 54: Q: Where do you see the business in
Page 55 and 56: Q: What is the biggest difference a
Page 57 and 58: Campaign Proposal 57
Page 59 and 60: Strategies and Tactics Strategy 1:
Page 61 and 62: Creating the Hennessey’s Tavern C
Page 63 and 64: The main corporate account should b
Page 65 and 66: Timeline The following implementati
Page 67 and 68: Objective 2: Launch a more user-fri
Page 69 and 70: Measure Online Growth: Utilize vari
Page 71 and 72: Deliverables Figures C1 through P1
Page 73 and 74: Figure G1: The new Carlsbad locatio
Page 75 and 76: Figure J1: The new Fan Sign Up sect
Page 77 and 78: Figures Q1 and R1 are examples of n
Page 79 and 80: http://www.ccsenet.org.ezproxy1.lib
Page 81 and 82: NV.gov. (2017, April 2). Minimum Wa

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