Attracting millennials to a restaurant: Case Vino

The main goal of the thesis is to attract new customers for lunch or dinner in the restaurant Vino. In order to attain that, the current market situation of Vino in Mikkeli was reviewed. During the analysis it was found that regular customer portfolio description is not relevant and needs to be reviewed. The qualitative study was conducted to access the information of customers. The theoretical background consists of user experience in the context of an empathy map as a tool to construct the persona of a customer. The structure of the thesis includes 7 chapters in total. Introduction proposed the means and motivation for carrying out research. Chapter 2 describes the following challenges in detail and formulates the problem to be solved further. Chapter 3 is focused on the theoreti- cal background of the research. Chapter 4 provides reasoning for choosing the qualitative method, the process of conducting step-by-step, and limitations of research. Findings demonstrate the results of research related to the theoretical background. Chapter 6 in- cludes an overview of suggestions and testing of the hypothesis. Conclusions discover fu- ture research suggestions and general summary of findings. Conclusion suggests that despite the limitations of the study, the customer’s persona (pro- file) is completed, and challenges are found. Besides, the persona will help to recreate a persona with changing demand on the market and introduce a simple tool to gather infor- mation in a real-time environment. However, the method of persona and empathy map lacks trustworthiness and may be used only to find the challenges of a customer and create a flexible portfolio to work on