Category: Restaurant PR + Hospitality PR

What does a PR Agency do? DQ Frozen Event

Jasmin SessomsBlog, Case Studies, Restaurant PR + Hospitality PR, , , , , , ,

Nothing says Dairy Queen like a frozen-themed party complete with ice cream cakes and the “Frozen” Queen herself, Elsa. Looking to raise awareness for DQ Cakes, Triangle Dairy Queen turned to Clairemont Communications to create an event that could garner social media attention and build brand awareness with influential bloggers.

The Pitch:

Triangle Dairy Queen hosted a cake decorating party with Elsa for local bloggers and their children. Clairemont designed an event that gave participants the opportunity to decorate and take home their own heart-shaped cake.

Execution:

  • Creating a Special Dining Experience for Moms: We invited bloggers to bring their families to try the food, DQ cakes and experience the restaurants features, and family friendly environment.
  • Engaging the Kids: The bloggers’ kids were treated as VIPS as they walked the red carpet into the restaurant, took photos with Elsa and helped their parents decorate their very own custom ice cream cake. By engaging the children, we created several photo opportunities that the moms couldn’t resist sharing on social media.
  • Key Messaging: While the kids decorated, the owner and operator of Triangle Dairy Queen gave a brief history of the franchise. Knowing these bloggers were extremely interested in community, Clairemont encouraged the operating director to highlight Triangle Dairy Queen’s support of schools and local community organizations.

The Results:

As a result, seven bloggers shared 20 posts from the event on Twitter, Instagram and Facebook. On Twitter alone, the social media mentions were visible to a combined followership of 17,985. Additionally, several bloggers are now brand ambassadors and have posted about Triangle Dairy Queen in recent months.

Want to learn more about Clairemont’s work in the food and beverage industry? Read our posts about restaurant PR.

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What’s Tasty: 2016 Food Trends

Cherith AndesBlog, Marketing, Restaurant PR + Hospitality PR, , , ,

Hawaiian spam? Vinegar tea? As the Triangle continues to grow in culinary acclaim, you’ll likely see some of these food trends in our local restaurants next year.

Ethnic Cuisines

The survey is in, and next year’s palates will be craving flavors from afar — specifically African, Hawaiian and Middle Eastern cuisine. Condiments and garnishes with a spicy kick will take the spotlight. So, what if you’re an all-American grill? Don’t panic. Take this opportunity to showcase your restaurant’s existing distinct sauces, flavors and house specials to appeal to new diners.

Local Clucks and Moos

Already on the rise from 2015, local sourcing remains high on the list of 2016 culinary trends, specifically in reference to proteins. Many Triangle restaurants already adopt the farm-to-fork approach to cooking, evidenced by local initiatives such as the Farm-to-Fork Festival. But there’s always room to spotlight your fresher offerings, such as crisp produce and local seafood specials.

Quick and Easy

Even with the continued popularity of healthy eating trends, Americans still want the convenience of online ordering and quick delivery. Services such as 919Dine.com and GrubHub are predicted to see a spike in sales as costumers demand their favorite foods fast. Restaurants should take the opportunity to evaluate the creativity and convenience of mobile ordering, apps and text options, like Domino’s text ordering program that lets you request a delivery with a simple pizza emoji.

Sour, the New Sweet.

Bid farewell to sugary yogurt, and welcome savory flavors. Food Business News highlights the new “switchels” as an example, a health drink made with apple cider vinegar and ginger that might eclipse standard energy drinks. Highlight existing items that already lend themselves to a salty profile or try a new spin on restaurant stalwarts.

Clean Eats

Restaurants are combing their menus and ditching preservatives as well as salt, sugar and fat additives. The trend got an early start this year when Panera removed 150 ingredients – like maltodextrin – from its menu to what it dubbed its “no-no list.”  It’s time to explore fresh produce and chemical-free proteins.

And then there was that time that one of our Clairemont team members decided to start her own culinary movement of eating sand — which ended up being plate garnish. But until that becomes a bona fide trend, check out how to market existing dishes to millennial diners.

 

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Photo of the Week: Better with Bacon

Cherith AndesBlog, Marketing, Restaurant PR + Hospitality PR, , , , , , ,

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!

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Photo Of The Week: DQ Blizzard Cake

Jasmin SessomsBlog, Marketing, Restaurant PR + Hospitality PR, , , , , , , ,

Our client Andrew Valkanoff, owner and operator of Triangle Dairy Queen, recently showed up at the Clairemont House for a planning meeting with a Candy Cane Oreo Blizzard Cake. What a great way to get in the holiday spirit! 

What is your favorite Blizzard flavor? Post it on our Facebook page!

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The Last Calorie-Free Christmas?

Cherith AndesBlog, Marketing, Restaurant PR + Hospitality PR, , , ,

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.

What’s the foodie fallout?

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?

PR Strategies for Restaurants

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!

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