A FULL HOUSE EVERY DAY VISITORS FOR A 90 DAY POP-UP RESTAURANT

Transcription

1 A FULL HOUSE EVERY DAY VISITORS FOR A 90 DAY POP-UP RESTAURANT

2 3 KEY LEARNINGS FROM CASE YELLOW BISTRO

3 1 LEVERAGE BRAND REPUTATION TO ATTRACT NEW CUSTOMERS 2 WORK WITH PREMIUM BRANDS TO CREATE A UNIQUE EXPERIENCE 3 REACH AND ENGAGE WITH DIGITAL MARKETING

4 1 LEVERAGE BRAND REPUTATION TO ATTRACT NEW CUSTOMERS Title

5 UTILIZE YOUR BRAND Bruges-based Yellow Bistro was built on solid foundations. Gert De Mangeleer and Joachim Boudens, the creative minds behind the venture, opened the pop-up restaurant while their Michelin 3 star-rated Hertog Jan was relocating. The recognition the pair brought to the project made for a unique brand presence, generating plenty of interest as well as advance bookings.

6 YELLOW BISTRO IN THE NEWS

7 INSPIRE WITH DIGITAL PRESENCE Yellow Bistro needed an inspiring yet functional digital presence that would take its brand to the next level, attracting Hertog Jan's existing patrons to this new location while also bringing in new customers.

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9 BE FINDABLE To be successful, a brand should be easily findable. In the case of Yellow Bistro, this means Google optimization, relevant and sharable social media content, campaigns that drive website traffic, and service design to make reserving a table as easy as possible.

10 2 WORK WITH PREMIUM BRANDS TO CREATE A UNIQUE EXPERIENCE Title

11 PREMIUM COLLABORATION Yellow Bistro collaborated and brought premium brands together to offer a unique experience in the heart of medieval Bruges.

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13 INSPIRATION & EXPOSURE This exciting experience attracted plenty of interest, generating high levels of exposure for both Yellow Bistro and its collaborating brands, through word of mouth and inspiring sharable content that reached out to a new audience.

14 VEUVE CLICQUOT BAR The use of Veuve Clicquot's brand color suited Yellow Bistro perfectly. The bar served tapas and offered customers a carefully curated drinks menu, crowned by a special selection of champagnes.

15 STYLISH STAFF IN SCOTCH & SODA The distinctive, relaxed Yellow staff look was created with Scotch & Soda. This was a great source for actionable content in social media.

16 LIEFMANS BEER SELECTION Liefmans provided special beer suggestions for the dishes and launched their new beer at the bistro.

17 SPECIAL PROMOTIONS Foursquare check-ins were used to create loyalty rewards for returning customers and special offers for new ones.

18 STAUB POTS & PANS Staub cast iron pots and pans were used creatively to prepare and serve dishes, forming a very visible part of the Yellow Bistro experience.

19 STAUB POTS & PANS The pots and pans enhanced social media visibility too, for example with customer pictures of the dishes.

20 TAL LIGHTING Tal Lighting designed a special Yellow Bistro color tone for the lighting.

21 TAL LIGHTING Again, this partnership created numerous opportunities for sharable content.

22 KEUKENS BOSSUYT Keukens Bossuyt custom-designed a kitchen for this historical location that was hosting a restaurant for the first time.

23 SPA WATER ILLY COFFEE Premium quality water complemented a premium culinary experience. DELTAVOX PROJECTS Illy developed a special roast especially for Yellow Bistro, as well as providing their premium coffee machines. WINTERHALTER DISHWASHER Deltavox set up a Bose sound installation in the bistro and bar, as well as high quality displays on the walls. Spotless dining ware was an essential part of the experience.

24 AUCTION FOR CHARITY All furniture and fittings were displayed on Yellow Bistro's Pinterest page and auctioned for charity after the pop-up period.

25 3 REACH AND ENGAGE Title WITH DIGITAL MARKETING

26 DIGITAL MARKETING People research, review and reserve restaurants online. This makes digital the perfect way to market a pop-up restaurant concept like Yellow Bistro.

27 NO MEDIA SPEND REQUIRED Digital marketing is the most effective way to optimize marketing activity and reach the right target groups with minimal media expenditure.

28 CAPITALIZE ON EXISTING INTEREST Existing online channels were leveraged to generate attention and website traffic for Yellow Bistro. It was done by targeting Restaurant Hertog Jan's audience and contacts, as well as foodies and food bloggers. We also worked closely with the partners' marketing teams to drive traffic from their websites.

29 SIMPLE WAYS TO REACH & ENGAGE RESPONSIVE WEBSITE MARKETING FACEBOOK TWITTER PINTEREST FOURSQUARE

30 SIMPLE WAYS TO REACH & ENGAGE 45% MOBILE USERS 3,000 SIGN-UPS 810 VISITS, 2,721 LIKES 440 K MENTION REACH 600 FOLLOWERS 751 CHECK-INS

31 THANK TitleYOU

32 DIGITAL AGENCY Helsinki/Ghent POP-UP RESTAURANT Gert De Mangeleer & Joachim Boudens All photos Kristof Vrancken