Restaurant Week Marketing Recap

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The Finger Lakes Wine Country Restaurant Week June 2012 marketing recap presentation.

Published in: Travel, Entertainment & Humor
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Restaurant Week Marketing Recap

  1. 1. RESTAURANT WEEKRECAPJune 18-24, 2012
  2. 2. MARKETING EFFORTSWebsites Media PitchingFacebook Media Preview EventYouTube Media PartnershipEmail SweepstakesPostcards SurveyTotal Budget of $2,400
  3. 3. WEBSITESOver 6,000 visits to website and landingpage
  4. 4. FACEBOOKSupported by the 50,800 fans of FLWC
  5. 5. YOUTUBE870 views and included on websites andemails
  6. 6. PRINT MATERIALS7000 printed and distributed
  7. 7. MEDIA RELATIONS3 Press ReleasesTwitter Outreach1 Media Preview Event May 1 – June 22
  8. 8. MEDIA PARTNERSHIPSNew York Cork ReportsEdible Finger Lakes 684 sweepstakes entries
  9. 9. MEDIA COVERAGE11 articles (print and online)1 broadcast TV segmentMay 1 – June 22
  10. 10. SURVEY RESULTSRestaurant SurveyConsumer Survey
  11. 11. RESTAURANT SURVEYWhy did you participate?• Food/wine movement• New customers• Return customers
  12. 12. RESTAURANT SURVEYHow was business?• 62.5% flat - up 5%• 25% up 16% or more• No restaurant was down
  13. 13. RESTAURANT SURVEYTotal Lunches• Average 24.5 per restaurant• 305 lunches at 12 restaurants*• $7,600 value
  14. 14. RESTAURANT SURVEYTotal Dinners• Average 67 per restaurant• 866 dinners at 13 restaurants*• $26,000 value
  15. 15. RESTAURANT SURVEYTotal Dinners• Average 67 per restaurant• 866 dinners at 13 restaurants*• $26,000 value
  16. 16. RESTAURANT SURVEYHow satisfied were you?• 63% yes• 100% Finger Lakes?
  17. 17. RESTAURANT SURVEYWill you participate in thefuture?• 63% yes• Allow different price points• 100% Finger Lakes?
  18. 18. RESTAURANT SURVEYRecommendations• 2 lunch courses / 3 dinnercourses• vegetarian• more choices for each course• more than salad for firstcourse
  19. 19. CONSUMER SURVEYHow did you learn about RW?• FLWC email (80%)• website (FLWC/RW)• media
  20. 20. CONSUMER SURVEYWhy did you attend RW?• Finger Lakes wine• Finger Lakes food• Support restaurants• Value not very important
  21. 21. CONSUMER SURVEYHow satisfied where you?• 91.6% satisfaction rate
  22. 22. CONSUMER SURVEYMost visited restaurants• Red Newt Bistro• Bully Hill Restaurant• Veriasons Restaurants
  23. 23. CONSUMER SURVEYHow likely are you to attend?• 92.3% yes• more restaurants• vegetarian options
  24. 24. CONSUMER SURVEYExpanding Restaurant Week• winery tours and tastings• casual afternoon reception• formal dinner
  25. 25. RECOMMENDATIONSOctober 22 – 29, 20122 course lunch / 3 course dinnerWine pairing (required)Vegetarian optionsPrice range $15 - $50100% Finger LakesFarm / winery tasting event$100 / $200 plus gift certificate

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