DEVELOPMENT OF A MARKETING CONCEPT FOR A RESTAURANT
2018
Frankfurt
CONCEPT & MARKETING
In 2018, I was called to develop a new, resourceful marketing concept for an Italian restaurant. The idea: Italy like at mum’s, with an open but at the same time modern touch; The wish: to catch the flat residents above as guests, to expand the reach and to market the existing event space; The challenge: the location conditioned by the proximity to the Frankfurt trade fair, entrenched cost structures and workflows.
After a thorough evaluation of the profitability, the location and the competitive situation, I set to work. We already created added value with partly informal changes such as a small lunch offer with selected, fresh dishes and a fancy pizza menu.
By integrating special events such as grappa tasting, pasta cooking classes, club evenings and romantic candlelight dinner offers, we not only attracted flat residents, but also increased awareness among B2B and B2C customers.
Together, we created a feel-good atmosphere with new branding – emphasising family tradition – for die-hard Italians, Italy lovers and those who want to become one!
The new marketing strategies and a new merchandise management system not only brought the owners more turnover & profit, but also more regulars who are now almost part of the family.
DEVELOPMENT OF A MARKETING CONCEPT FOR A RESTAURANT
2018
Frankfurt
CONCEPT & MARKETING
In 2018, I was called to develop a new, resourceful marketing concept for an Italian restaurant. The idea: Italy like at mum’s, with an open but at the same time modern touch; The wish: to catch the flat residents above as guests, to expand the reach and to market the existing event space; The challenge: the location conditioned by the proximity to the Frankfurt trade fair, entrenched cost structures and workflows.
After a thorough evaluation of the profitability, the location and the competitive situation, I set to work. We already created added value with partly informal changes such as a small lunch offer with selected, fresh dishes and a fancy pizza menu.
By integrating special events such as grappa tasting, pasta cooking classes, club evenings and romantic candlelight dinner offers, we not only attracted flat residents, but also increased awareness among B2B and B2C customers.
Together, we created a feel-good atmosphere with new branding – emphasising family tradition – for die-hard Italians, Italy lovers and those who want to become one!
The new marketing strategies and a new merchandise management system not only brought the owners more turnover & profit, but also more regulars who are now almost part of the family.
DEVELOPMENT OF A MARKETING CONCEPT FOR A RESTAURANT
2018
Frankfurt
CONCEPT & MARKETING
In 2018, I was called to develop a new, resourceful marketing concept for an Italian restaurant. The idea: Italy like at mum’s, with an open but at the same time modern touch; The wish: to catch the flat residents above as guests, to expand the reach and to market the existing event space; The challenge: the location conditioned by the proximity to the Frankfurt trade fair, entrenched cost structures and workflows.
After a thorough evaluation of the profitability, the location and the competitive situation, I set to work. We already created added value with partly informal changes such as a small lunch offer with selected, fresh dishes and a fancy pizza menu.
By integrating special events such as grappa tasting, pasta cooking classes, club evenings and romantic candlelight dinner offers, we not only attracted flat residents, but also increased awareness among B2B and B2C customers.
Together, we created a feel-good atmosphere with new branding – emphasising family tradition – for die-hard Italians, Italy lovers and those who want to become one!
The new marketing strategies and a new merchandise management system not only brought the owners more turnover & profit, but also more regulars who are now almost part of the family.