At Clairemont, we have a soft spot for tasty treats, and after being serenaded 732 times by Drake’s hit “Hotline Bling,” we couldn’t resist the urge any longer. We grabbed a few (okay, more than a few) Krispy Kreme glazed donuts and published this delicious ditty that we’ve named “Hot Light Blink.”
Enjoy our own parody of this hit, inspired by Drake’s dance moves and featuring the Krispy Kreme hot light!
Last week, we popped by Il Palio — Clairemont client and Chapel Hill’s AAA-rated Four Diamond regional Italian restaurant — to conduct a quick photo shoot. Armed with our trusty Canon, we nabbed images of everything from raspberry gelee to Italian caviare.
During the holidays, Il Palio offers its own twist on the classic Manhattan, dubbed “Old Smoky.” This winter cocktail features brown sugar smoked on Il Palio’s signature wood-fired grill and a garnish of — that’s right — candied bacon. Everything’s better with bacon, even your nightcap.
We love a good food photo. Check out this fun example of how to get a great shot!
The big news hit the restaurant industry earlier this year: 2015 will be the last Christmas where “calories don’t count during the holidays.” Come next December, we’ll be painfully aware of the nutritional value of every morsel we munch—at least while dining at restaurants. The Food and Drug Administration (FDA) mandated that all chain restaurants and fast food joints publish calorie counts with additional nutritional data available upon request.
And of course, the FDA required that the regulation be enacted by December of 2016—right before the healthy New Year’s blitz. So much for the “I didn’t know it was so fattening!” excuse. (Cough, me, cough). While this change was originally scheduled for 2015, the extended deadline just means that things are getting real next holiday season.
Industry analysts have already begun weaving predictions. While some fear that posting nutritional information will hijack sales, other research suggests that calorie counts don’t affect long-term customer behavior. Starbucks witnessed an increase in sales positively correlated to posting nutritional data on its menu.
Regardless, this regulation will require a shift in operations, from menu development and portion sizes to staff consistency. But what does this change mean for marketers and PR professionals in the restaurant industry?
First and foremost, the same solid PR strategies apply. Know your target audience, backed by thorough market research. How health-conscious is your target demographic? Is long-term well-being or weight loss a high priority? How well does it understand the meaning of nutritional information and the effect on quality of life? The values, behaviors and priorities of your customers will determine the tone of the next step.
…which is storytelling. Take this opportunity to highlight the story behind the food—the ingredients, the recipes, the founder’s legacy, the passionate staff who prepare it. Widen the scope to the bigger picture beyond simple calories in, calories out. Restaurants have the chance to emphasize quality of life by exploring enriching experiences, such as savoring flavor or celebrating moments—the deep stuff of life that surpasses science.
And always remember, honesty is the number one trait that builds brand loyalty. Don’t be afraid to lift the veil and welcome your customers into your kitchen. Who knows! This new regulation might incite a counterculture revolution that prizes quality of life over the pant size.
Will calorie counts change what you order? Tweet us!
Stop horsing around up there!
On November 19, 2015, Clairemont Communications CEO Dana Hughens moderated a panel for the Triangle American Marketing Association (AMA), featuring several local star chefs and culinary gurus. While discussing restaurant marketing on a shoestring budget, Brooks Briz of Kamado Grille turned the tide by rolling out not his best, but his worst marketing ideas. In this case, Briz had donned a unicorn mascot costume to support a local school, a tactic which badly backfired when it frightened the young students into tears. Fortunately, the AMA crowd responded much more appreciatively.
Always choose creative tactics that will resonate (effectively) with your target audience!
Other panelists included Chef Teddy Diggs of Il Palio (Clairemont client), Lionel Vatinet of La Farm Bakery and Sam Ratto, chocolatier and co-owner of Videri Chocolate Factory.
Want to see some crazy Clairemont ideas that did work?
As consumers, millennials pack a punch.
Not only is this burgeoning demographic considered the nation’s trendsetter, it’s also projected to spend a whoppin’ $200 billion annually starting in 2017. Exploratory and brand-loyal millennials foster repeat business; nearly 70 percent say they will return to a favorite brand. Once you have their attention, you have it for life.
Armed with social influence and financial means, millennials have the power to put an eatery on the map and keep it there. But the traditional staples of business — good product + good service — don’t translate anymore.
What strategies do we need to win the hearts (and wallets and tweets) of these thought leaders?
For a generation who is always connected to social media, it may seem counterintuitive, but millennial diners prize relationships over products. Restaurants can create an appeal by crafting open, social spaces, such as a chef’s table that fosters cross-group conversation. Large, hefty meals are a thing of the past. Research shows that millennials prefer several smaller, sharable plates and snack-style options that can be passed among friends. Think tasting party, not formal feast.
Ditch good ‘ole vanilla—unless it’s paired with something like sriracha. The adventurous millennial palate prefers exotic flavors, extreme textures, dramatic flairs or unexpected twists in dishes. This is the perfect opportunity for chefs to showcase house specialties, rare ingredients, new prep methods and one-of-a-kind creations. Highlight options that may not be found in other restaurants, such as Clairemont client Il Palio’s unexpected sweet corn gelato, a surprisingly delicious combination of veggies and dessert.
As a generation that seeks authenticity, millennials want to see “what’s going on back there.” They’re deeply invested in the story of a business — ingredients, sourcing, preparation — and above all, they crave an experience rather than a product. So ditch corporate, packaged messaging and roll out the red carpet! Provide a sneak peek of new dishes, invite them for an exclusive tour of the kitchen or invite them to meet the chef (and his family, if he’s willing!).
Millennials don’t consider themselves to be consumers; they see themselves as partners in creating the product. This demographic demands a hands-on, customizable experience that allows them to personalize, tweak and have input on the output. Explore creative strategies to invite millennials to craft a dish or experience, weigh in on menu options and provide feedback—whether via clever social media strategies or simple face-to-face conversation.
Millennials not only talk to brands on social media, they expect for brands to talk back–regularly. Invest time and energy in your social media and online conversations.
As Forbes aptly points out, “62 percent of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer.” Don’t be afraid to be authentic online with millennial diners by including emotions, using trending hashtags and even tagging other fans. Proactively connect with customers by checking in on past Twitter conversations, updating diners on feedback or soliciting ideas for dishes. Keep in touch with these new friends of yours!
Want the next step? Find out how to engage with them at food festivals, too.
