Case Study: The Localist
A collaboration between Local Spoon and The Localist to increase the restaurant's social media presence and drive more engagement amongst millennials
Case Study: The Localist A collaboration between Local Spoon and The Localist to increase the restaurant's social media presence and drive more engagement amongst millennials The Challenge Overview Speaking to Stefano and Stan, managing partners, we learned about their need to expand their customer base and to re-engage old clients. Their modern European cuisine appeals to a wide audience, still, their strategic location attracts more corporate employees. The majority of pitfalls that restaurants fall into is discounting heavily without being aware of their margins, talking too much about the brand and using superficial advertising. The Localist was already offering good prices and competitive products, and they were keen to generate more leads organically. Let's have a look at how we approached this challenge. The Localist Cuisine: Modern European Location: 38-42 St John St, London EC1M 4DL Company Bio Located in the heart of Farringdon, T he Localist is the newest addition to the London restaurant scene. They serve gourmet international recipes and showcase live music events. Their chef has created a modern European menu that features everything from burrata to burgers, chicken salad to sea bass, and slow cooked rib to mussel linguine. How has the #EatLocal competition helped The Localist? People Reached 20K+ Engagement 300+ Participants 50+ Influencers 20 The Solution: Highly visual, fun & viral social campaign The Localist's vibrant ambiance and their highly accessible food menu are among their top strengths. Let's turn them into bigger opportunities. Our key objective was to organically increase their sales. We would grow the number of clients in their 20s and establish trust by letting the influencers review the staff, the food, and the overall experience. Local Spoon engaged their team of professional videographers to develop a content hub of high-quality images and behind the scenes videos. These evergreen assets are profitable as a stand-alone entity and organically engage The Localist most profitable customers - millennials and social media influencers. The Step-by-Step Approach Local Spoon ran a social media competition promoting The Localist and increasing their viral presence. For a period of 2 weeks, an exclusive promo video reached over 6000 Facebook users. Every user tagged at least a friend in a comment, re-shared and liked the video to win a special dinner for four. Simultaneously, we promoted 50% exclusive offers to VIP members and engaged The Localist's past customers through personalized messages. These influencers visited The Localist and created content such as blog pieces and Instagram photos. Once the competition was over, The Localist released a limited amount of 50% off vouchers to the general public. We advertise them via marketing channels, newsletters, and community of influencers. The Localist - Extra Benefits ★ 10 HQ, professional images which could be used in promotional materials and for commercial purposes ★ 2 HQ videos featuring the Chef, their signature dishes, and the restaurant ambiance ★ Thought leadership content (Blog articles) Local Spoon is a digital food platform featuring great restaurants and their delicious food to locals. We connect "food-minded" fellows, social media influencers and their communities with some of London's best restaurants. www.localspoon.co .uk