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!
The Pitch
As a tactical component of Clairemont’s public relations strategy to reintroduce Il Palio, Chapel Hill’s iconic Italian restaurant, after the restaurant’s first renovation in 30 years and to gain exposure of the new chef, Chef Teddy Diggs, Clairemont leveraged the back-to-school season by highlighting Chef Teddy’s role as a parent. Recognizing that busy parents often struggle for fresh ideas for school lunches, we asked, “what does a top chef pack for his own children to eat?”
We selected targeted media and shared “Top Chef’s Top Tips for Back-to-School Lunches,” a series of kid-friendly recipes and photos designed to engage children and yield tasty, balanced lunches. We also offered college-friendly recipes upon request. These efforts resulted in articles, blogs and wide-spread posts on Facebook, Instagram and Twitter.
Execution
Results
Il Palio’s reintroduction to the Triangle restaurant scene has been a success. As part of a larger, strategic campaign, Clairemont helped Il Palio engage with a targeted mom audience by finding a common connection through this Back-to-School pitch. This tactic exceeded expectations by securing five media placements and 10 social media posts, with a reach of more than 51,899 followers on Twitter alone, to generate additional buzz about Chef Teddy and his family friendly persona.
Want to see more about the restaurant PR work we do at Clairemont? Be sure to check out our Foodie Blog Posts!
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.
Ever wonder how foodies take such fabulous photos of mouth-watering, scrumptious-looking plates? In this case, a little teamwork makes the dream work. Check out Trish Witek’s photo of food bloggers collaborating on how to get the best shot at Il Palio’s (client) VIP foodie dinner. As one food blogger shines an iPhone flashlight onto the dish, another friend zooms in on his camera for the perfect (well-lit!) shot.
As a strategy to engage key influencers in an ever-changing food industry and to highlight the grand reopening of the restaurant, Il Palio hosted 16 of the Triangle’s leading food bloggers for a special, four-course dinner event.
Love the work we do at Clairemont? Be sure to read our other foodie posts on the blog.
