The purpose of this study was to determine how much of an impact word of mouth and other forms of marketing affect small businesses and their growth. Prior research on the topic shows that marketing to some degree impacts the number of customers through the door, which in turn impacts the amount of money spent on the restaurant and its overall success.

 

However, there are limited studies on how marketing affects small restaurants specifically and even less physical data on the matter. With my research, that gap of knowledge on the matter can be filled. Data was collected through a case study in which a mixed method using interviews and business metrics was in place, and the research study-based process was completed. Participants of the study included those of all ages and races and backgrounds who placed money in tip jars and those who placed catering orders pre-advertisement and post-advertisement. Initial results found that advertising had a mild effect on increasing both how busy workers felt and the number of tips brought in. This means that there was an effect that advertising new items had on business.

 

Therefore, the conclusion can be made that advertising directly affects the performance of small businesses and how much money they make. The more they advertise typically, the more money they can bring in from tips and catering. However, this is limited to not only the sample size but the subjectivity of Information taken from one business, making the results hard to generalize. Future research should include multiple businesses in different locations throughout the world as this study may be case specific to Oakwood, Georgia. Broadening the research will be highly beneficial.