SUSHI@HOME

: a case of customer retention and acquisition

Abstract

Sushi@Home is a Portuguese sushi restaurant chain founded in 2014 with the main purpose of delivering food to its customers wherever they are. The idea of creating a sushi chain, in which the core business was the delivery service, emerged from the dream of serving clients in their own homes and from a need observed in the market. Sushi@Home’s partners found that many consumers appreciated convenience and would like to be able to order sushi directly to their places. Sushi@Home’s partners were aware that the restaurant has been successful and brand awareness was increasing overtime. Despite the fierce competition, demand was higher than supply and it was difficult to attend all the orders. However, little strategies on retention and acquisition of customers have been developed until then and the founders began to think that with so many sushi restaurants in Lisbon, strategies should be developed in order to generate awareness, recall and repeat purchase. As a result, Sushi@Home’s partners were wondering what the smartest strategy to follow was. Therefore, two options were on the table: either invest on retaining existing customers or acquiring new ones. Sushi@Home case study provides the necessary tools that enable students to analyse the market landscape and its competition and to advise partners on how to solve the dilemma the best way possible.

Date of Award	19 Jul 2019
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Marcos (Supervisor)