Rosemary's restaurant aims to engage audiences and connect the community through experimental tactics. The objectives are to position the brand as a community connector and increase engagement. Research found that fresh ingredients, education, and community involvement appeal to millennial audiences. The strategy is for Rosemary's Revival to leverage the restaurant to connect communities through a farm-to-table dining experience. Executions include a mobile food truck called Rosemary's Ride that serves neighborhoods, and a farm/wine tour experience partnering with Airbnb to share the farm and educate about food and wine.

1. By Hillary Alexandre · Chelsea Candelario · Erica Lopez

2. Integrity · Hospitality · Hard Work · Excellence

3. Objectives
Communication Objective: Position brand as a
connector of community and increase target
audience participation and engagement.
Business Objective: Enhance the restaurant's
experience & grow the restaurant beyond its walls.

4. Research

5. Primary
● Rosemary’s offered an intimate setting and
catered to the community inside and outside of the
restaurant.
● The menu provides a learning experience to
consumers and connects with the service staff.
● The restaurant’s rooftop garden gives consumers
the opportunity to explore.
● The constant hustle + bustle of the restaurant
doesn’t prevent the staff from focusing on every
consumer who enters the restaurant.
● Fresh ingredients are the most important factor
for consumers, with 62% of consumers saying it
would entice them to order something new.
● Millennials are the least likely to feel that
consumers have a responsibility equal to that of
companies when it comes to the responsible use of
a product.
● Millennials are interested in buying from a brand
that sponsors volunteer programs for its
employees (29%), than in learning about volunteer
opportunities from brands (20%).
● Many food trucks are connecting with consumers
by becoming involved in the community via events
and causes.
Secondary

6. Target Audience
Veronica
25
Interests: Food Festivals,
Social Media, Traveling
Michelle (+ David)
33
Interests: Gardening, Fitness
Classes, Organic Products
Jamie
18
Interests: Traveling, DIY
Projects, Photography

7. Key Insights
● Airbnb and ride-sharing programs offer
local city guides that could serve as a
key benefit for restaurants to be featured
in.
● Operators are offering gourmet and
customizable options, utilizing
technology to reach consumers, and
operating in new places.
● Millennials are more interested in hearing
about how a company is behaving
responsibly than in receiving
communications about how they can
behave responsibly.

8. Planning

9. Strategy
Rosemary’s Revival will engage audiences with
experimental tactics that leverage the restaurant as
a connector of community and the provider of a
family-oriented farm-to-table dining experience.

10. Messages
Rosemary’s strives to make a social impact by
engaging their community outside of the
restaurant.
Rosemary’s provides farm-to-table ingredients to
attract, bring awareness and educate their target
audiences.

11. Execution

12. Media List
News Outlets
● Local TV News (NY1, ABC-7)
● Local Print Publications (NY Daily News)
● Lifestyle Publications (TimeOut NY
Magazine and New York Magazine)
Key Point
● West Village restaurant opens
mobile outpost that bridges
communities with cuisine and
cause.

13. ROSEMARY’S RIDE
Pop-up Truck
● Located in trending neighborhoods
across NYC
● Serves 5-7 popular dishes and fresh
beverages
● Offers job opportunities, food education,
and cultivation

14. WHY?
With strong values rooted in
community, Rosemary’s
Ride will engage with new
NYC neighborhoods by not
only offering fresh, organic
dishes from Rosemary’s but
also by including information
on employment within their
West Village restaurant.

15. “We’ve been successful with our
restaurant,” said Suarez. “Now, we’re
ready to expand outside of our walls
and forge new relationships with
neighborhoods across New York City.”

17. ROSEMARY’S TOUR
Farm/Wine Experience
● Partnership with AirBnB
● 3-hour tour of the farm and
nearby winery
● Lunch prepared from the fresh
produce featuring complimentary
wine from local wineries
● Offers food/wine education,
community building, and packed
adventure

18. WHY?
Rosemary’s is committed to
using organic and natural
produce is a staple of their
culture. They will now share
this with customers from NYC
to the Hudson Valley through
an agritourism partnership
with Airbnb, featuring food
education, local wine tastings
and a fresh farm-to-table
meal.

19. “It’s a chance for Rosemary’s customers
to not only be hands-on and see how
popular dishes from the restaurant are
made -- but by buying Rosemary’s
products, they can take the experience
back to their homes,” said Carlos
Suarez, owner of Rosemary’s

20. rosemarysnyc
rosemarysnyc Have you signed up to
our trip to our farm yet? Join us on our
full day adventure of our farm and
Hudson Valley’s very own
@hvwinegoddess

21. Evaluation

22. Evaluation
Business/Comm.
● Social Media Insights
● Restaurant Sales
● Quantitative Results
● Qualitative Results
● Increase Relationships
Rosemary’s Ride
0-3 months: Starting in Port Morris,
South Bronx + Williamsburg,
Brooklyn.
3-6 months: Branch out to major
parks like Central park.
6+ months: NYC campuses and
places upon request via social
media.
0-3 months: Open to CSA members
only via sign up.
3-6 months: Open to neighborhood
program.
6+ months: Open slots for guests of
the restaurant based off signing up
for newsletter and other incentives.
Rosemary’s Tour

23. Thank You!