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Tag: chef PR

How to Engage Millennial Diners

How to Engage Millennial Diners

November 25, 2015January 31, 2023 Cherith AndesBlog, Restaurant PR + Hospitality PRchef PR, food marketing, food pr, food PR in Raleigh, foodie marketing, marketing to millennials, millennial marketing, Restaurant PR, restaurant PR in raleigh

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?

Create an old-fashioned social.

millennials diners being social
Stacey Sprenz Photography

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.

Highlight the exotic.

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.

Show, don’t tell.

Chef Teddy Diggs in kitchen at Il Palio
Courtesy of Jill Warren Lucas

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!).

Invite co-creation.

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.

Keep talking.

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.

restaurant social mediaAs 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.

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5 Food Photo Tips for Smart Phones

5 Food Photo Tips for Smart Phones

November 11, 2015January 31, 2023 Cherith AndesBlog, Marketing, Restaurant PR + Hospitality PRchef PR, food marketing, food photo tips, food photo with smart phone, food photography, food pr, Restaurant PR2 Comments on 5 Food Photo Tips for Smart Phones

It’s a good bet that if you’re sitting down to dinner, you’re snapping a photo of your food. Compelling images have the potential to create cravings that boost a restaurant’s appeal and garner engagement on social media. But not all of us carry a Nikon in our evening clutch. So we combined forces with Stacey Sprenz, founder of Stacey Sprenz Photography, to share some of her most shutter-worthy food photography tips–all tailored to your smart phone.

  1. Screen Shot 2015-11-04 at 10.41.36 PMTurn off the flash. In food photography, a flash casts a shadow, washing out the subject and warping its appetizing hues. Natural daylight is best, so find a window whenever possible. And don’t be afraid to move the subject around to several places in the room to capture optimum lighting.
  2. Try three different angles.
    1. 45 degrees or less: Use this angle to demonstrate the height of a dish, perfect for showcasing an appetizer with microgreens or a salad with garnish mounded on top.
    2. 90 degrees: The overhead angle typically works well for soups, skillets or table settings.
    3. Zero degrees for drama: Hold your smart phone level with the table to capture a particularly artistic plating or display.
  3. Frame the shot. Use the rule of thirds. Divide the frame into three segments (horizontal, vertical and diagonal), and position the subject to fill either one-third or two-thirds of the frame. Allow “negative space” to fill the rest of the shot to focus emphasis on the dish.
  4. photo with utensils by Stacey SprenzStyle on site. Utensils, textiles, table décor, background – experiment with available props to create a scene or elicit an emotion. Prop spoons at an angle, nestle the dish on a casually folded napkin or position a bottle of wine as a backdrop.
  5. Use an app(lication) for your app(etizer). The custom technology of photo apps help to correct exposure and white balance, increase clarity and saturate weak color palettes. Experiment to find a phone app that works best for the type of photo you’re taking. For food photography, Stacey loves Afterlight.

Want to know more food marketing tips? Check out our blog on festival and event marketing–a great place to use your new photography skills. Peruse Stacey’s collection of culinary photos or chat with her on Twitter for more artistic inspiration.

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Food Festivals: Worth Your Time?

Food Festivals: Worth Your Time?

October 28, 2015January 31, 2023 Cherith AndesBlog, Restaurant PR + Hospitality PRchef PR, Food Festivals, food marketing, food pr, marketing at food festivals, restaurant marketing, Restaurant PR

From Melbourne to Maine, nearly every corner of the globe explores and expresses local culture through food. Culinary festivals provide a fertile arena to celebrate specific ingredients, showcase new talent or develop fresh dishes through creative chef competitions. Despite the social importance of these events, ongoing debate continues to question the marketing ROI of live events and food festivals.

Food Event Marketing: Trending or Dying?

Marketing expert Michael Reynolds, for example, argues that the trade show model belongs in a graveyard, a dinosaur in lead generation and customer cultivation. It’s easy to get lost in rows of booths hawking wares and flashing shiny tchotchkes. But festivals offer one component that most other marketing methods don’t: personal interaction. And some research suggests that live events leave a stronger imprint on the consumer psyche than social media and promotional campaigns combined.

If food festivals are such a goldmine, then why do so many brands walk away with little to show for their investments? The key lies in the master plan, the year-long prep to ensure that your restaurant gets the most bang for your buck at a culinary event.

Paint the Bigger Picture

Your annual marketing and PR plan should encompass a clear calendar of messages, themes and content, including everything from in-house events to product launches and partnerships. The food festival isn’t an isolated afterthought; it should serve as a seamless part of the overarching plan, an opportunity to aggregate messages to a specific audience at a given point in time.

You may want to introduce a new seasonal menu or recipe, but to maximize this launch, communicate with audiences prior to the event with social media teasers, e-newsletters and in-restaurant promos. Identify any influencers or media and extend a special invitation (with a creative media kit!) to visit your corner of the festival. Consider offering a special tasty treat to those that actually meet you.

Roll Out the Red Carpet

Millennials constitute a growing segment of food festival attendees, and experiences—especially elite, exclusive ones—are a valuable commodity to this demographic. Ditch the corporate talking points, step out from behind your booth and offer creative, engaging interaction. Fortunately, food is already experiential by nature. But don’t be afraid to go the extra step to debut a new flavor, provide a special interview, create a foodie photo booth, offer keepsake dishware or even solicit input for the recipe itself.

Chef Teddy Diggs, executive chef at Il Palio
Chef Teddy Diggs of Il Palio serving his famous Italian chestnut soup at the 2015 TerraVita Food Festival.

The lure may be as simple as an unexpected food. At the annual 2015 TerraVita Festival, Il Palio–a regional Italian restaurant in Chapel Hill and Clairemont client–served up something that few others did: a simple seasonal soup that stood out among other complex dishes. Simple yet delicious, the dish garnered Il Palio and Chef Teddy Diggs fame as “the chestnut soup” guy and attracted eager tasters from across the event.

Follow Beyond the Festival

A whoppin’ 95 percent of festivalgoers say they are highly likely to visit a brick-and-mortar shop after tasting a favored dish at an event. Don’t be a one-hit wonder and squander this ready-made fan base. If you’ve devised a way to collect information (or even tweets), invite your new foodie friends to attend a special dinner, enjoy a festival-only promotion or provide feedback from the tasting. Retweet, re-share, re-post and respond. You’ve wowed these foodies with your flavors; now engage them to visit you again.

Clairemont Communications is a full-service, strategic public relations and marketing communications firm that focuses on blending traditional communications, content marketing and social media. Send us an email to learn how we can help your restaurant increase visibility and grow a stronger customer base.

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