Booklet Gen Y Saviva

supported by

generation ysocial networks

– & – f&b industry

case study food service brands on facebook

1Job observatory in the f&b industry Generation y, social networks and the food service industry

ContentsIntroduction.................................................................................................1

Context....................................................................................................... 2

Millennials’.F&B.consumption.behaviour.and.social.networks.................... 3

Case.study.:.food.service.brands.on.Facebook............................................ 9

Recommendations.for.independent.restaurateurs.....................................13

IntroductionIn.collaboration.with.the.HES-SO,.the.Food.&.Beverage.Chair.of.École.hotelière.de.Lausanne.(EHL).studied.how French and Swiss Millennials (also known as Generation Y) use social networks in relation to the food service industry.

The.goal.of.the.study.was.two.fold.: > To.understand.how.social.networks.impact.Millennials’.consumption.

behaviour.in.relation.to.the.food.service.industry,

> To.analyse.the.practices.of.restaurant.chains.that.are.particularly.active.on.social.networks.–.more.specifically,..on.Facebook.–.and.suggest.ways.to.adapt.these.practices.to.independent.businesses.

The.term.“Millennials”.refers.to.people.born.between.1978.and.1994..They.are.also.called.Generation.Y.and.Digital.Natives..In.2011,.Millennials.amounted.to.21.4.%.of.the.French.population.and.16.%.of.the.Swiss.population.

Social networks.are.a.type.of.social.media..As.such,.they.allow.internet.users.to.create.and.share.content.online..They.differ.from.other.types.of.social.media.(wikis,.blogs,.opinion-sharing.websites,.forums…).in.that.they.generally.involve.creating.a.public.or.semi-public.profile.as.well.as.a.list.of.contacts..They.include.Facebook,.Twitter.and.Instagram,.for.instance.

The research led to the creation of a comprehension framework for independent restaurateurs who wish to use Facebook for distribution and communication to Millennials..This.tool.is.meant.to.help.them.not.only.target.the.Millennials.demographic,.but.also.adapt.their.social.media.strategy.to.their.positioning.

2 3Job observatory in the f&b industry Generation y, social networks and the food service industry Job observatory in the f&b industry Generation y, social networks and the food service industry

ContextWith.its.2013.revenue.of.chf.58.billion.in.France.and.chf.11.billion.in.Switzerland,.the food service industry is a key player in both economic systems..It.is.also.an.important.job.provider.and.contributes.to.the.creation.of.many.businesses..However,.with.the.development.of.technology.and.the.structural.problems.of.the.industry,.a.re-shaping.of.the.economic.model.is.necessary.for.the.growth.of.the.sector.

The French and Swiss food service industries have similar structures :.the.market.is.dominated.by.independent.full-service.restaurants,.while.its.evolution.favours.chains,.especially.fast.food.chains. Fast food is a booming sector in both countries : in.10.years,.it.grew.by.40.%.in.Switzerland.and.55.%.in.France..The.success.of.fast.food.chains.is.due.to.their.greaterability.to.respond.to.consumers’.expectations.and.lifestyle..They.are.indeed.more.flexible.and.have.greater.resources.and.economic.strength..They.are.therefore.transforming.the.landscape.of.commercial.catering.

There.are.differences.between.the.two.countries,.however..For.instance,.chains are more present in Switzerland, and both the outlet density and the prices are higher there..In.2013,.their.chf.2.8.billion.revenue.amounted.to.24.%.of.the.Swiss.food.service.industry.revenue.

Millennials are considered a promising segment for the food service industry.because.they.are.perceived.as.rather.big.spen-ders..It.should.be.noted.that.age.has.an.influence.on.out-of-home.food.consumption.:.young.people.spend.less.than.their.older.peers..According.to.GastroSuisse,.in.2012,.the.share.of.young.(15–29.yo).Swiss.people.who.purchased.meals.in.food.outlets.when.eating.out.of.home.was.25.%..Their.spending.increased.by.5.%.between.2012.and.2013.

The.development.of.Web.2.0.and.portable.electronic.devices.has.brought.about.numerous.social.media.websites.and.applica-tions.which.allow.consumers.not.only.to.gather.information,.but.also.to.describe.their.experiences.and.express.their.opinions.on.products,.services.and.brands. Social networks are crucial means of expression for Millennials :.they.use.these.platforms.to.stay.close.to.their.families.and.friends.and.to.share.their.experiences..They.also.appreciate.how.easily.accessible.and.immediate.information.is.on.the.internet.

The food service industry is as affected by electronic word of mouth.(eWOM).as.other.sectors..It.is.therefore.important.for.restaurateurs.to.understand.how.social.media,.notably.social.networks,.function.and.are.used.by.consumers..However,.there.is.a.certain.reluctance.to.use.technology.in.the.food.service.industry.;.only fast food chains have really seized the opportu-nity to use social networks..Through.these.platforms,.they.promote.their.products,.recruit.employees,.and.communicate.with.actual.and.potential.customers..Their practices are very heterogeneous,.though,.both.in.terms.of.the.networks.used.and.of.the.activities.performed.

It.is.in.this.context.that.we.decided.to.get.a.better.understanding.of.how.social.networks.impact.the.consumption.behaviour.of.French.and.Swiss.Millennials.in.relation.to.the.food.service.industry.

Millennials’ f&b consumption behaviour and social networksBehaviour in relation to the food service industry

Frequency of visits to restaurants

Other19%

1–6times/month81%

On.average,.the.respondents.visit.a.food.outlet.twice.per.month.

Reasons for visiting restaurants

22% 33% 24% 16% 6%

20%57%19%

6% 15% 44% 26% 8%

62% 22% 12% 3%

Daily meal

Socialisation

Special occasion

Buisness meal

> The.respondents.mostly.go to restaurants to socialise and for special occasions (e.g..birthdays)..Business.meals.were.barely.mentioned.due.to.the.important.proportion.of.students.in.our.sample.

> Furthermore,.for.Millennials,.restaurants.are.not considered the only or best option for daily meals anymore.

Average ticket

Average.ticket.per.person.per.meal.: > between.chf.20.00.and.40.00.(€ 16.60.and.33.15).for.50.%.of.the.respondents

> chf.38.70.(€ 32.10).for.younger.Millennials

> chf.52.40.(€ 43.45).for.older.Millennials


Behaviour on social networks

89%are active on1-5 networks

50%use social networks for> 30 minutes/day

Information research

Information sources on restaurants

32% 27% 21% 14% 6%

4%13%21%31%31%

11% 20% 26% 26% 18%

29%17% 52%

13%

24%

26%19%19% 24%

44%20%11%

Social networks

Professional publications

Opinion-sharing websites

Word of mouth

Specialised blogs and websites

Restaurant websites

> Overall,.social networks are far from being Millennials’ primary sources of information.

> More.importantly,.there.are differences among Millennials :.working.and.older.members.of.Generation.Y.are.more.likely.than.students.and.younger.Millennials.to.look.for.information.and.reviews.on.social.networks.

Research actions performed on social networks

48% 24% 21% 5%

8%18%32%22%21%

52% 24% 15% 7%

5%27%27%30% 11%

5%

15%26%51% 6%

10%30%24%31%

Clicking on adverts / promotions

Going on restaurants’ profiles

Looking at strangers’ photos

Looking at contacts’ photos

Clicking on strangers’ links

Clicking on contacts’ links

5%

17%23%49% 8%

15%28%27%26%

Reading strangers’ comments

Reading contacts’ comments

3%

> 57%.of.the.respondents.look.up.restaurants’.official.profiles.They.are.also.more.likely.to.consult the information posted by their contacts.than.by.strangers.

> Advertising.is.among.the.elements.which.interest.our.respondents.the.least..It.seems.that,.due.to.the.omnipresence.of.advertisements,.Generation Y is less receptive to traditional communication and more attracted to marketing buzz and unusual communication strategies.

Information researched on social networks31%7% 21% 40%

18%54%18%7%

5% 12% 35% 39% 9%

14%27%8% 48%

37%

15%35%14% 30% 6%

46%13%3%

Practical information

General atmosphere

Customers’ opinion on the service

Customers’ opinion on the food

Promotions

Prices

39%

15%7% 40%

52%6%

Menu

Type of cuisine

38%

3%

3%

> Millennials search for factual and practical information,.which.explains.why.they.focus.their.research.on.restaurants’.profiles.and,.to.a.lesser.extent,.on.their.contacts’.posts.and.comments.

> As.already.suggested.by.the.previous.graph,.offering promotions on social networks is not very effective..More.direct.means,.such.as.newsletters,.are.better.suited.to.this.purpose.

Post-consumption behaviour

Our.study.shows.that.opinion-sharing is not a common practice.among.Millennials..Workers.are.more.likely.than.students.to.comment.on.their.experience.after.eating.out.

Opinion-sharing methods

52% 22% 11% 8% 6%

64% 20% 5%9%

66% 20% 11% 3%

5% 13% 40% 40%

Social networks

Opinion-sharing websites

Restaurants’ websites

Word of mouth

> When.Millennials.do.share.their.experience,.it.is.generally through word of mouth..Only.15.%.frequently.use.social.networks.

> According.to.our.results,.the happier Millennials are about their experience, the more likely they are to share it..They.are.also.more prone to review a negative experience..This.confirms.the.findings.of.previous.studies.

ewom activities on social media

60% 21% 9% 7% 3%

4%10%29%22%35%

65% 19% 12%

3%16%18%56% 7%

7%21%69%

Posting a comment on the restaurant’s page

Liking | following a restaurfant

Sharingan outlet’s website

Sharing photo and videos

Updating one’s status

> The.action.our.respondents.perform.most.frequently.is.liking./.following.restaurants’.profile.pages.This.confirms.results.from.previous.studies.and.from.our.qualitative.research.:.Millennials are more likely to express their opinion on restaurants if it does not require much effort.

> Sharing videos and images is a growing trend,.as.it.prompts.emulation.from.friends.However,.pictures.are.shared.only if they are deemed truly interesting ;.for.example,.for.them.to.share.the.picture.of.a.product,.it.needs.to.have.something special.


Behaviour on social networks in relation to the food service industry and millennials’ characteristicsDifferences.between.younger.(19–25.yo).and.older.(26–35.yo).Millennials.frequently.appeared..For.example,.older.Millennials.go.to.the.restaurant.more.often.than.younger.Millennials.(6.21.vs.4.32.times./.month)..Working.Millennials.and.students.often.appeared.to.behave.differently.as.well..This.prompted.an.analysis.of.other.characteristics.

The.following.factors.have.a.notable.positive.impact.on.the.use.of.social.networks.for.research :

Dimension Variable Analysis

Socio-demographic factors

Age :19–25 yo, over 25 yo

Older Millennials are more likely to research restaurants on social networks.

Activity : Students, workers

Working Millennials are more likely than students to use social networks as sources of information on restaurants.

Behaviour in relation to the food service industry

Spending The more respondents spend on restaurant meals, the more likely they are to use social networks for research.

Types of restaurants : fast food, pizzeria, lounge, fine-dining…

Respondents are more likely to look up lounge and fine-dining restaurants on social networks.

Reasons for visits : daily meal, business meal, socialisation, special occasion

Respondents are more likely to research restaurants for business meals or special occasions.


Number of networks used Using multiple social networks increases the likelihood of using them as sources of information on restaurants.

Level of activity Being active on social networks increases the likelihood of using them as sources of information on restaurants. This is the variable that has the biggest impact on our respondents’ tendency to look for information about restaurants on social networks.

Individual characteristics

Experience in relation to the food service industry The more experience respondents have, the more likely they are to use social networks as sources of information on restaurants.

Knowledge on the food service industry The more knowledgeable respondents are, the more likely they are to use social networks as sources of information on restaurants.

Involvement in the decision to eat out The greater the respondent’s involvement, the more likely they are to look up restaurants on social networks.

The.variables.that.positively.influence.research.on.social.networks.are.extremely.similar.to.those.favouring.opinion-sharing..This.suggests.a link between information research and opinion-sharing..And.indeed,.the.correlations.between.the.variables.measuring.information.research.on.social.networks.and.those.measuring.post-purchasing.behaviour.on.social.networks.are.all.positive,.significant.and,.in.some.cases,.strong.

The.following.factors.have.a.notable.positive.impact.on.restaurant-related.post-purchasing behaviour on.social.networks.:

Dimension Variable Analysis

Socio-demographic factors

Age : 19–25 yo, over 25 yo

Older members of Generation Y are more likely to share their food service experiences on social networks.

Activity : Students, workers

Working Millennials share their experiences more often than students.

Behaviour in relation to food service

Spending Respondents who spend more tend to share their experiences more.

Types of restaurants : fast food, pizzeria, lounge, fine-dining…

Experiences in fine-dining and lounge restaurants are shared more frequently than those in other types of restaurants.

Reasons for visits : daily meal, business meal, socialisation, special occasion

Respondents are more likely to share information on social networks after business meals.


Number of networks used Respondents who use multiple networks are more likely to share their opinions via these platforms.

Level of activity Respondents who are more active on social networksare more likely to share their opinions via these platforms.

Individual characteristics

Experience in relation to the food service industry The more experience respondents have, the more likely they are to comment on restaurants on social networks.

Knowledge on the food service industry The more knowledgeable respondents are, the more likely they are to comment on their experiences on social networks.

Involvement in the decision to eat out The greater the respondent’s involvement, the more likely they are to comment on their experiences on social networks.

9Job observatory in the f&b industry Generation y, social networks and the food service industry8 Job observatory in the f&b industry Generation y, social networks and the food service industry

Analysis of the brand’s facebook feeds

Types of Facebook posts

3% 84% 13%0%

20%

40%

60%

100%

80%

The.brands.undoubtedly.post.images.more.frequently.than.text.posts.and.videos..The biggest brands focus on communica-tion through images and videos,.which.are.more.visually.appealing.and.quicker.to.apprehend.than.text.posts..Chains.which.presumably.do.not.master.Facebook.communication.as.well,.such.as.La.Pataterie.and.Pizza.Paï,.publish.a.lot.of.text.posts.These.companies.are.smaller.and.generally.local.or.national.

Fan interaction

In.terms.of.types.of.interaction, likes amounted to 81 % of the fans’ reactions, comments to 11 %, and shares to 8 %.

In.order.to.measure.the.interaction.between.the.brands.and.their.fans,.the.following.indicator.was.created.:

level of engagement =likes + comments + shares

number of fansx 100

However,.because.it.is.based.on.the.number.of.fans,.this.formula.skewed.the.results..Indeed,.brands.with.a.higher.number.of.fans.appeared.to.have.a.lower.engagement.level.than.brands.with.a.smaller.following,.even.though.their.posts.actually.prompted.more.reactions.

Since.the.data.obtained.using.the.above.indicator.would.have.been.inaccurate,.the average interaction level per post type was calculated instead. This allowed us to identify the most engaging types of posts,.both.in.general.and.for.each.brand.

Videos

Average reaction per video

McDonald’s Fr Quick Flunch Courtepaille BriocheDorée

Starbucks Fr Subway Fr Pizza Hut Häagen Dazs

0%

50%

100%

150%

250%

300%

200%

Case study : food service brands on facebookThis.case.study.focuses.on.Facebook,.as.it.is.the most popular social network among Swiss and French consumers..The.feeds.of.28.national.and.international.food.service.companies.were.analysed.:

> Au.Bureau

> Buffalo.Grill

> Casino.Cafétéria

> Class’croute

> Courtepaille

> Domino’s.Pizza,.France

> Domino’s.Pizza,.Suisse

> Flunch

> Häagen.Dazs

> Hippopotamus

> La.Boîte.à.Pizza

> La.Brioche.Dorée

> La.Mie.Caline

> La.Pataterie

> Léon.de.Bruxelles

> McDonald’s.France

> McDonald’s.Suisse

> Mezzo.di.Pasta

> Mövenpick

> Paul

> Pizza.Hut

> Pizza.Pai

> Quick

> Sushi.Shop

> Planet.Sushi

> Starbucks.France

> Starbucks.Suisse

> Subway

The.time.frame.for.this.study.was.one.year.of.Facebook.activity,.from January 1 to December 31, 2013.

Among.the.sample.brands’.French.and.Swiss.Facebook.pages,.the companies that have the highest number of fans are McDonald’s (1.3 million), Häagen Dazs (670,000), Quick (560,000) and Starbucks (550,000)..McDonald’s.and.Quick.are.also.the.companies.with.the.highest.turnover.

Häagen.Dazs.and.Starbucks.are.much.less.present.in.France.than.their.Facebook.following.suggests..There.are.three.reasons.for.this.disparity.:.their.fame.attracts.fans.;.their.communication.strategy.focuses.on.social.networks.;.and.their.strategy.is.to.foster.a.feeling.of.closeness.and.build.a.sense.of.community.

Fast food and pizzeria restaurant chains have younger fans than full-service restaurants..This.reflects.each.seg-ment’s.consumption.habits.

18%

25%

57%

less than 40,000 50,000 to 115,000 more than 320,000


Courtepaille

Courtepaille.published.more.images.and.less.text.posts.than.our.sample.average.:.the.posts.published.on.its.Facebook.page.in.2013.included.2 % videos, 94 % images and 4 % text posts.

Videos

One.of.the.videos.posted.by.the.brand.was.the.advertisement.created.for.the.brand’s.50th.anniversary..It.showcased.the.company’s.values.:.respect.of.tradition,.products.that.are.“made.in.France”,.fresh.ingredients,.generous.serving.sizes,.and.kitchen.open.non-stop..The.two.other.videos.were.related.to.a.dance.contest.between.Courtepaille.outlets.and.highlighted.the.employees’.good.spirit..Moreover,.it.was.related.to.an.important.partner.of.the.company,.the.Tour.de.France.

Images

Among.the.images,.26.%.showcased.either.the.products available on the menu,.the.restaurants,.or.the.atmosphere.during.meals.(for.example.a.happy.family.sharing.a.meal)..The products were not presented the way they are served in restaurants, but as “star products” (e.g..beef.laid.directly.on.a.wooden.table,.paintings.of.desserts)..These.images.were.often accompanied by questions.

20.%.of.the.images.showed.the.Courtepaille.food truck during the Tour de France..With.these.images,.the.company.fostered.a.sense.of.conviviality.and.of.closeness.to.fans.by.reminding.them.where.the.truck.would.stop.

Finally,.10.%.of.the.images.were.linked.to.contests..For.one.of.these,.fans.had.to.take.photographs.of.the.Courtepaille.mascot,.thus.reinforcing.their.involvement.and.their.attachment.to.the.brand.

Text posts

39.%.of.the.text.posts.were.job advertisements.for.permanent.positions,.internships.or.summer.jobs..Other.text.posts.(22.%).were.questions asked directly to the fans.to.create.interaction..These.questions.focused.on.the.brand.and.its.products.(e.g..“In what year do you think Courtepaille offered itsfirst fish dish?”).

McDonald’s france

In.2013,.the.posts.on.the.McDonald’s.France.Facebook.page.included.more.videos.(15.%).and.fewer.images.(70.%).than.the.sample.average..They.did,.on.the.other.hand,.feature.an.average.amount.of.text.posts.(15.%).

Videos

65.%.of.the.videos.focused on celebrities..They.were.either.interviews.(e.g..of.Joyce.Jonathan),.a.personality.taking.control.of.the.Facebook.page.for.a.few.days.(for.instance.Taïg.Khris),.or.an.artist’s.new.music.video.

Images

The.images.posted.by.McDonald’s.France.mainly featured products : 73.%.advertised.new,.limited.editions.or.flagship.products.Others.(13.%).focused.on.the.installation.of.terminals for online orders.

Text posts

The.company’s.text.posts.also.focused on online orders.(40.%).and.asked fans questions.on.products.and.services.

The brands whose videos sparked the most reactions are Pizza Hut, Brioche Dorée and McDonald’s France..This.is.not.due.to.them.posting.more.videos.than.the.other.brands.or.having.more.fans,.but.on.the.content of the videos..In.2013,.the.strategy.of.Pizza.Hut.and.Brioche.Dorée.was.to.post.only.funny videos,.which.their.followers.appreciated.a.lot.and.gladly.shared.or.com-mented.on..McDonald’s.videos.generated.many.reactions.because.they.involved French celebrities.(Joyce.Jonathan,.Taïg.Khris…).

Images

Average reaction per image



0%

500%

1000%

1500%

2000%

The brands whose images prompted the most reactions are Häagen Dazs, McDonald’s France and Starbucks France,.with.Häagen Dazs being far ahead.of.its.competitors..These.three.companies.have.professional photographers and.regularly.posted.pictures of celebrities.endorsing.their.products,.which.explains.why.their.pictures.were.so.successful..They.also.elicited.reactions.by.asking their fans questions.on.the.products.pictured.

Text posts

Average reaction per text post



0%

500%

1000%

1500%

2000%

The three brands whose text posts prompted the most reactions are McDonald’s France, Quick and Häagen Dazs, although.McDonald’s France clearly outdistances the other two..Interestingly,.text.posts.proportionately.got.more comments than videos and images did..The.text.posts.that.generated.the.most.reactions.were.those.asking fans a direct question on their consumption preferences.(e.g..“Do you prefer going to McDonald’s during the week or the week-end ?”).

Examples of best practicesThe.case.study.was.completed.by.a.more.in-depth.analysis.of.the.content.of.two.brands’.Facebook.pages.:.Courtepaille.and.McDonald’s.France.

Courtepaille.is.an.interesting.company,.for.its.Facebook page is the one on which fans participated the most :.it.had.a.70.%.level.of.engagement..Moreover,.Courtepaille.is.a.full-service restaurant ;.as.such,.it.has.a.similar.customer.base.to.57.%.of.French.restaurants.and.67.%.of.Swiss.restaurants.

McDonald’s France.was.chosen.for.two.reasons..First,.McDonald’s.is.the.biggest food service company in the world..Secondly,.out.of.our.whole.sample.population,.it.had.the.Facebook.profile.with.the.highest.number.of.fans.

13Job observatory in the f&b industry Generation y, social networks and the food service industry12 Job observatory in the f&b industry Generation y, social networks and the food service industry

Switzerland68%

France32%

’

OlderMillennials71%

YoungerMillennials29%

Female63%

Male37%

Students62%

Working38%

MethodologyA two-step analysis

Millennials’ behaviour Case study: food service brands on Facebook

>> Qualitative.study.through.interviews.of.Millennials,.restaurant.owners.and.web.2.0.companies

>> Quantitative.study.among.236.Millennials

>> 28.national.and.international.companies

>> Present.in.France.and.Switzerland

>> With.700.to.1.million.fans

Quantitative study sample

Recommendations for independent restaurateursThe.above.observations.on.Millennials’.behaviour.and.on.best.practices.in.the.industry.served.as.a.basis.for.a.tool designed to help independent restaurateurs make their Facebook page more appealing to Generation Y. The.table.below.indicates.which.posts.they.should.make.to.generate.reactions.from.fans,.taking into account both their positioning and their target population.

Younger Millennials (19–25 yo) / students Older (> 25 yo) / working Millennials

Posts (type and content)

(Expected) reactions

Posts (type and content)

(Expected) reactions

Fine-diningAverage.ticket..>.chf.120./.€.100

Atmosphere, special occasions, celebrities, products, expertise

Restaurant’s pageAtmosphere, celebrities, products, expertise

Kitchen chef’s pageCustomers, celebrities, expertise

Lounge Experience, atmosphere Celebrities, customers

Full serviceAverage.ticket.=.chf.80 – 120./.€.60 – 100

Products Customers, products

Full serviceAverage.ticket..=.chf.50 – 80./.€.35 – 60

Promotions, contests, outlet openings

ProductsNew products, ask for product suggestions

Full serviceAverage.ticket..<.chf.50./.€.35

Funny, contestsContestsOutlet openings

Fast foodAverage.ticket..=.chf.10 – 12./.€.8 – 9

Funny, celebritiesPromotions, new products

Promotions, questions on products

In.short,.independent.restaurateurs.should.adapt their communication strategy to the different groups which compose Generation Y ;.being.a.Millennial.should.not.be.the.only.segmentation.variable.taken.into.account..Restaurateurs.seeking.to.optimise.their.use.of.social.networks.should.target.the.Millennials.who.are.most.susceptible.to.use.these.platforms.when.seeking.and.sharing.information.

Christine Demen Meier, phdholder of the saviva f&b chair

Associate.Professor.of.entrepre-neurship. at. École. hôtelière. de.Lausanne.(EHL),.C..Demen.Meier,.PhD,.is.also.head.of.the.Innova-tion. and. Entrepreneurship. De-partment.and,.since.September.2010,.holder.of.the.F&B.Chair..Be-fore.joining.EHL,.Dr.Demen.Meier.managed.and.owned.several.busi-nesses.in.the.hospitality.industry..She.is.currently.president.of.the.board.of. the.Bon.Rivage.Hotel.(Vaud,.Switzerland).

Samad Laaroussi, phdassistant Professor

S..Laaroussi,.PhD,. is.Assistant.Professor.of.marketing.and.the.founder.of.the.Chair.of.Hospitality.Luxury.at.EHL..His.other.area.of.expertise.is.related.to.marketing.intelligence.and.CRM.implementa-tion.within.companies..Previously,.he.co-founded.the.Observatory.of.Sales.and.Marketing.Strategies.(OVSM),.a.research,.training.and.consulting.network.in.the.field.of.sales.and.marketing.

Stéphanie Buricoordinator of the saviva f&b chair

S..Buri,.MSc.in.entrepreneurship,.is.a.scientific.collaborator.at.the.F&B. Chair.. She. is. specialised.in. quantitative. analysis. and.innovation.in.the.F&B.industry..Additionally,.she.is.in.charge.of.marketing.research.for.the.Chair..Before.joining.EHL,.she.worked.in.purchasing.and.operations.in.a.Malagasy.restaurant.

Stéphanie Pougnet, phdassistant Professor

Back.from.a.one-year.visiting.pro-fessorship.at.Hong.Kong.Polytech-nic.University,.S..Pougnet,.PhD.,.is.Assistant.Professor.of.talent.management.and.organisational.behaviour.at.EHL..Her.research.and. publication. foci. include.human.capital.education,.selec-tion. and. performance.. Having.worked.in.energy.and.restaurant.businesses,.she.gained.an.inte-rest.in.entrepreneurship.and.co-founded.www.sportmania.ch,.a.Swiss.online.shop.

Clémence Cornuzscientific collaborator at the saviva f&b chair

C..Cornuz,.MA.in.English.litera-ture,.is.a.scientific.collaborator.at.the.F&B.Chair..In.addition.to.participating.in.literature.research.and.fieldwork,.she.is.in.charge.of.academic. communication. and.edits.the.Chair’s.publications.

Virginie Courtauxehl alumnus

An.EHL.alumnus,.V..Courtaux.has.experience. in. faculty. develop-ment.and.marketing.intelligence..She.has.conducted.several.qua-litative.and.quantitative.studies.regarding. e-reputation. and.students’.behaviour.

Agathe Ferriassistant restaurant manager, quatar

Having.received.her.BSc.in.Inter-national.Hospitality.Management.from.École.hôtelière.de.Lausanne,.A..Ferri.is.now.assistant.restau-rant.manager.in.Qatar..She.has.a.strong.experience.in.F&B.manage-ment.in.hotels,.airports.and.res-taurants.all.over.the.world..She.took.part.in.this.study.through.her.Bachelor’s.thesis.

The team affiliated to hes-so

The.HES-SO.offers.Bachelor.and.Master.degrees.as.well.as.continuing.education.in.several.domains,.including.economy.and.management..Its.28.schools,.located.in.Suisse.Romande,.welcome.19,000.students.

The research team

The saviva f&b chair team

© 2014 Chaire F&B Saviva, École hôtelière de Lausanne. All rights reserved.

Booklet Gen Y Saviva

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Transcript of Booklet Gen Y Saviva