THE FUNDAMENTALS. Milestones. Registration VISIT CALIFORNIA 2

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1 RESTAURANT WEEK BEST PRACTICES

2 THE FUNDAMENTALS Milestones Recruiting / The Pitch Registration VISIT CALIFORNIA 2

3 MILESTONES Enrollment Deadline Creation of Assets (logo, webpage/s, print ads, collateral) Web Launch Social Media Launch PR Outreach Launch List of Participating Restaurants Launch Promotions Launch VISIT CALIFORNIA 3

4 RECRUITING / CHANNELS blasts Direct mail Social media Phone Industry committee / industry leader Industry mixers Existing events during enrollment period VISIT CALIFORNIA 4

5 RECRUITING / WHAT TO INCLUDE Event details: dates, structure, price points Benefits of participation Menu requirements (3-courses, 3 choices/course, etc.) Pricing Participation i i fees if applicable Link to online registration form Registration deadline Marketing plans Past event results if applicable Sponsors and partners Quote/s from relevant industry representatives Contact info for questions VISIT CALIFORNIA 5

6 RECRUITING / SAMPLE OUTREACH VISIT CALIFORNIA 6

7 RECRUITING / SALES PITCH Restaurant Weeks offer: Access and exposure to first time diners Increased traffic during a traditionally soft period Promotes local restaurant community overall Support of local marketing plan including: [your plan here] Inclusion in Visit California s California Restaurant Month Word of mouth--91% of diners are likely to recommend their last RW restaurant to a friend or family member (OpenTable 2013) New fans--89% of diners are likely to return to their last RW restaurant (OpenTable 2013) VISIT CALIFORNIA 7

8 RECRUITING / SALES PITCH Why Restaurant Weeks Work: 91% of diners are likely to recommend their last RW restaurant to a friend or family member 89% of diners are likely to return to their last RW restaurant 53% of diners participate more than once per event 75% of diners participate i t in order to try a new restaurant Source: OpenTable 2013 national restaurant week results VISIT CALIFORNIA 8

9 REGISTRATION / WHAT TO COLLECT Contact person, phone, Restaurant name, address, phone, URL Social media channels Price tier (if applicable) Meal periods (if applicable) RW Menu Cuisine Neighborhood eg ood Photos VISIT CALIFORNIA 9

10 REGISTRATION / SAMPLE FORMS VISIT CALIFORNIA 10

11 MARKETING Channels Assets Samples Promotions Open Table VISIT CALIFORNIA 11

12 MARKETING / CHANNELS Social media distribution Paid advertising Earned media Partner channels In restaurant VISIT CALIFORNIA 12

13 MARKETING / ASSETS Logo - POP - Window clings Promo Webpage/s - Online Enrollment Form Print or outdoor ads - Participant Listings Digital - OpenTable Rez Links - Program FAQ - Partners and sponsors - Social media channels - Web ads -Eblast art - Hotel Packages - Promo video / commercial Collateral a - Radio spots - Brochures / rack cards - Mobile - Table tents Press release / fact sheet VISIT CALIFORNIA 13

14 MARKETING / LOGO SAMPLES VISIT CALIFORNIA 14

15 MARKETING / WEB SAMPLES VISIT CALIFORNIA 15

16 MARKETING / WEB SAMPLES VISIT CALIFORNIA 16

17 MARKETING / COLLATERAL SAMPLES Tri Fold Brochure (lists 355 participating restaurants & sponsors) Poster Rack Cards / Check Stuffers VISIT CALIFORNIA 17

18 MARKETING / ONLINE AD SAMPLES VISIT CALIFORNIA 18

19 MARKETING / PRINT AD SAMPLES VISIT CALIFORNIA 19

20 MARKETING / OUTDOOR AD SAMPLES VISIT CALIFORNIA 20

21 MARKETING / SOCIAL MEDIA SAMPLES VISIT CALIFORNIA 21

22 MARKETING / MOBILE SITES VISIT CALIFORNIA 22

23 MARKETING / MOBILE SITES VISIT CALIFORNIA 23

24 MARKETING / PROMOTIONS Sweepstakes Submission based contests Launch event Community activities VISIT CALIFORNIA 24

25 MARKETING / PROMOTION SAMPLES Denver s Gourmet Getaway Dine Out for a Year Promotion VISIT CALIFORNIA 25

26 MARKETING / PROMOTION SAMPLES To Win. 1. Eat brunch this Sunday from at one of our participating restaurants. *View the list at 2. Our team will be eating at one of the restaurants on the list. We ll approach one lucky person and surprise them with a $50 gift card to that restaurant! VISIT CALIFORNIA 26

27 MARKETING / PROMOTION SAMPLES Hudson Valley Restaurant Week s Bell Ringing opening ceremony Chicago Restaurant Week s Bites Bash kickoff event Austin Restaurant Week s Bangers & Brews Kick-off Party VISIT CALIFORNIA 27

28 OPENTABLE + RESTAURANT WEEKS OpenTable has participated in: >250 unique events >70 cities in US, Mexico and Canada Online reservations have: Delivered 9.5MM seated diners Driven >$285MM in restaurant revenue VISIT CALIFORNIA 28

29 WHAT OPENTABLE PROVIDES FOR ITS PARTNERS Restaurant Recruitment Before Event Design Reservation Links Marketing During Social Media Customer Support Detailed Reporting After Revenue Share Best Practices CONFIDENTIAL VISIT CALIFORNIA 29

30 BECOMING AN OPENTABLE PARTNER To partner with OpenTable on your Restaurant Week event, please the following information to and an OT Restaurant Week representative will contact you: Event dates Prices Date on which the RW site will launch Logo / artwork Finalized restaurant list (OT can provide a template) Open Table provides RW partners with: A list of current OpenTable restaurants in your area A dedicated promo page for the RW event and social media marketing to OT diners subscribed in RW metro area Reporting on the seated reservations from the event VISIT CALIFORNIA 30

31 Training + Measuring VISIT CALIFORNIA 31

32 RESTAURANT TRAINING VISIT CALIFORNIA 32

33 MEASUREMENT Restaurant surveyed for feedback and results Consumers surveyed for feedback OpenTable measurement tools Media / partner exposure Web reporting Post event press release VISIT CALIFORNIA 33

34 Q&A QUESTIONS? VISIT CALIFORNIA 34

35 Please direct any questions to Carrie Kommers at VISIT CALIFORNIA 35

36 RESTAURANT WEEK BEST PRACTICES