Launching A Fine Dine RestaurantHospitality
The task was simple, to launch a fine dining restaurant in Brisbane, Australia and market its launch to generate interest and garner an audience for the opening day.
The strategy vastly improved the restaurant’s planning and execution functions, they knew that in order to succeed in this era of highly demanding restaurant goers, their marketing strategy needed to be much more robust than what was at hand. They turned to the Digital Devil’s Advocate to improve their marketing efforts.
challenge
The biggest challenge was that the restaurant already had an existing brand name. It had been bought by our client who wanted to turn it into a fine dining establishment and his biggest worry was whether to go along with the same brand or to change it to suit his needs. The launch was also purely digital on a limited budget. Live data was also not available and decisions can only be made after all the required data and been received. This was holding our client back; they knew they could corner more of the market if they had a USP differentiating themselves from the current brand and if they could do it on a very low budget. Our work addressed three critical issues for the restaurant.:
- Brand Name:
The location of the restaurant, previously had another branded restaurant running a similar business. This was a major conflict as this would cause a cognitive dissonance in the minds of the customers.
- USP:
With hundreds of restaurants in the market, this restaurant needed a proper differentiating factor in order to have an edge over its competition. Using AR technology, I made sure that they had it.
- Marketing Campaign optimized for maximum reach:
The effort required reaching 100s of customers on a tight budget. Not only that but to also make sure these customers converted, therefore the platforms leveraged needed to be the most effective, given the lack of resources.
solution
The restaurant’s service offering was made more appealing by using Augmented Reality marketing techniques. This also provided a USP for both brand and promotional campaign.
Opening night registrations were driven by engaging customers with AR marketing collateral and driving contest registrations resulting in reserved seating at restaurants on launch day.
results
All three of the challenges were met with one simple solution which successfully drove the restaurant’s registrations to full capacity on launch date. The restaurant continues to flourish based on the initial momentum it garnered due to the launch campaign.
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