Elmo's Dockside: Casting Lines – Luring Customers

Submitted by ckwebacct on Tue, 2011-07-12 11:25
The Challenge: 

After a pricey and extensive renovation, the new owners of a casual seafood restaurant needed to see a quick and sizable spike in business. It was particularly challenging because their awareness was low, their name was new and their location was just a few miles away from one of the largest group of chain restaurants in the state.

The Approach: 

After getting to know the establishment inside and out, we came to one conclusion. Elmo’s looks and acts like the kind of seafood restaurant you can only find down by the ocean. And their food fits that description just as aptly.

A public relations push and a unique print campaign set out to differentiate Elmo’s in a sea of chains and sameness. The marketing positioned the restaurant as “Real Seaside Dining, Away from the Seaside.” It was a unique and attractive position they and they alone could own in that region.

The Results: 

Within weeks, the media picked up stories about the renovation and the dining experience. The chef was even featured on a radio talk show. As for business, new customers have been flocking...or should we say schooling?