Stavros KalafatisBASHAIER OTHMAN MUBARK ALADWANY2022-05-262022-05-26https://drepo.sdl.edu.sa/handle/20.500.14154/28726Parissi Café is the outcome of the commercialization of a family tradition and passion for brewing and baking, which integrates cuisines from different cultural backgrounds. The coffee shop provided owner Parissis with the opportunity to express his culinary experience by baking foods with rich cultural origins to satisfy the varied tastes and preferences of consumers. Nevertheless, Parissi Café is facing challenges in its social media marketing strategy, such as limited online exposure, mismatch in the customers’ dining culture, and decline in sales revenues. The report aims to evaluate the internal and external environment and determine possible solutions to Parissi Café’s challenges, to help optimize its performance. In addition, the report provides tailored solutions to help the coffee shop increase its online presence, improve the shop’s environment, and increase sales. Therefore, the objectives are: assess the café’s online presence, and suggest interventions to mitigate problems. The report utilised a cross-sectional survey research design that targeted residents of the greater London and Lambeth area. The group used two types of data, including primary sources by interviewing the client and conducting an online survey. Secondary data was gathered from reputable publications, including peer-reviewed journal articles, books, industry reports, news websites, and government publications. The selection of participants involved simple random sampling where the response rate was 59%. The findings indicate the majority of the social media users were those aged between 18 and 25 years and most were female. Regarding trends, Instagram and Snapchat were the most commonly visited social media platforms, above Facebook and Twitter. Furthermore, hashtags and sponsored content was reported to have a significant influence on purchasing behaviours among the customers. Customers preferred coffee shops with a cosy ambiance, with above- average hygiene levels, that offered a wide variety of quality halal food. Parissi Café appears to have focused its marketing strategy on Facebook and social media platforms with fewer users; this indicates limited online presence. Besides, the shop environment does not encourage visitors to have an exciting dining experience, leading to the second problem: diners passed through quickly or begun working on laptops. However, it has a high activity level on Instagram, which could be exploited to increase brand awareness. The other issue of low sales could potentially be the outcome of the first two, since they influence the number of customers visiting. Parissi Parissi Café can overcome the first problem by using hashtags and sponsored content and direct paid social media advertising on Instagram, Snapchat, Twitter, and Facebook to increase customer reach and awareness of the brand. The focus should be on Instagram and Snapchat, since they have the highest number of users. In addition, Parissi Café could create a cosy ambiance in the coffee shop, to encourage customers to dine while enjoying the environment instead of multi-tasking with work or rushing to finish their food and leave. The cosy ambience and high online presence can increase the number of people visiting the shop, which would lead to increase in sales.en