PROMOTION OF A GRILL BAR IN THE CITY CENTER
INDUSTRY: Gastronomy and Restaurant Business
PROJECT GOAL
Make the bar known throughout the city and establish a steady flow of guests.
WHAT WAS DONE:
PHASE 1: PREPARATION FOR OPENING
Before the official project launch, a comprehensive marketing preparation was carried out, aimed at professional brand packaging
and generating interest within the target audience:
1. Creation of corporate identity and visual image:
• Developed a logo, brand colors, fonts, and visual elements;
• Designed branding for print and digital materials — menus, business cards, badges, interior decor elements;
• Selected branded packaging for takeaway products.
2. Professional photoshoot:
• Interior photography to showcase the atmosphere and design;
• Product photography of the menu and cocktail list for use
on the website, Instagram, and PR materials;
• Team portraits and kitchen shots to enhance trust and create
a personal connection with the audience.
• Registration and setup of company profiles across all geolocation
and directory services: Google Maps, Yandex Maps, 2GIS, TripAdvisor.
• Development of a content strategy and launching an Instagram account featuring a grid of 12 carefully planned posts
(menu, atmosphere, team, pre-opening expectations).
• Organization of a vibrant PR event for the opening, inviting:
Local influencers and bloggers, city public figures,
friends and acquaintances of the founders.
• Welcome drinks, tastings, live music — all designed to create a wow effect and spark word-of-mouth virality.
PHASE 2: LAUNCH AND ACTIVE PROMOTION
Promotion channels:
- Instagram: photo and video content, Stories, giveaways, and interactive engagements with followers.
- Contextual advertising in Google and Yandex (targeting key phrases and geolocation).
- Company profiles on 2GIS and other platforms — regularly updated with new photos and review collection.
- Printed materials: flyers, business cards, stickers with QR codes.
- Word-of-mouth: focused work on atmosphere, service quality, and guest experience.
B2B promotion:
- Developed commercial offers for IT companies, digital studios, creative agencies, barbershops.
- Result: several large IT companies made the bar their regular afterwork venue. Regular bookings and corporate meetings became a steady revenue stream.
Internal work:
- Guest feedback and reputation management: responding to reviews and improving ratings.
- Implementation of a motivational system for staff and ongoing engagement through the C-level team — owners personally participated in optimizing the guest experience.
Results:
• Over 1,500 visitors to the bar in the first month.
• Stable revenue growth of 15–20% per quarter during the first year.
• The bar became a magnet for the city’s audience.
• Frequently mentioned in city guides and “where to go in the evening” selections.
• Stable revenue growth of 15–20% per quarter during the first year.
• The bar became a magnet for the city’s audience.
• Frequently mentioned in city guides and “where to go in the evening” selections.
TODAY:
The bar continues to operate actively and, after 11 years, remains:
- One of the city’s most recognizable grill bars;
- A popular meeting place for corporate clients;
- An example of successful long-term positioning.
WHAT WORKS TODAY:
- Active Instagram management and fresh content creation:
Instagram remains the primary communication channel
with the audience. We not only update visual content regularly but also conduct professional photoshoots to create promotional reels effectively promoted among the target audience. Focus
is on the venue’s atmosphere, dishes, drinks, as well as event formats. - Contextual advertising
on Yandex with budget optimization:Advertising is launched
with geotargeting to the city’s audience and nearby districts. Campaigns
are constantly optimized by testing hypotheses, reallocating budgets,
and setting up retargeting for engaged users. This helps maintain a steady flow of new guests. - Reputation monitoring
and feedback management:
We track all mentions of the bar
on online platforms and maps: Yandex, Google, 2GIS, etc., responding promptly to positive and critical reviews.
The established feedback system
and implementation of improvements based on review analysis allow the bar
to sustain high ratings and positive guest perception.
Exceeding Business Expectations:
Quick project payback
According to the initial business plan, the payback period was expected in 3 years. However, thanks to a comprehensive and strategically built marketing approach, active promotion through digital channels, and a strong start, the bar reached the break-even point in just 1.5 years. This success
was achieved through effective attraction and retention of the target audience, smart positioning, and building a strong local brand.
According to the initial business plan, the payback period was expected in 3 years. However, thanks to a comprehensive and strategically built marketing approach, active promotion through digital channels, and a strong start, the bar reached the break-even point in just 1.5 years. This success
was achieved through effective attraction and retention of the target audience, smart positioning, and building a strong local brand.
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