We were sitting at our favorite restaurant bar, Frescos, on a typical packed Friday night. It’s always a great place to enjoy Happy Hour and conversation with the always-friendly patrons. Normally, I avoid asking typical networking questions, such as what do you do or where do you work because most of us are trying to wind down and forget about work and business.
The other day I changed it up and asked: Where do you work? I was sitting next to three business-casual dressed young men. They worked at The Hartford, part of Connecticut’s large insurance sector. Soon after they left, four young women sat alongside me. Besides being of Italian heritage, always an interesting point for me given my Sicilian roots, they, too, worked at The Hartford. And being a marketer, their workplace origins got me thinking that this was no coincidence. Being one mile away, The Hartford is a source of business that should not be ignored. After all, every retailer and food and beverage purveyor knows the three keys to success: Location, location, location.
My grandmother Rosa did. Last Thursday I wrote about her business successes in a post called Grandma’s Sausage and Peppers. Here’s a snippet:
“Location, location, location. Rosa had it. Not only was her store next to a factory employing thousands who cherished the convenience of picking up a quart of milk, a loaf of bread or a can of beans before heading home after a hard, sweaty day’s work–Rosa figured out a niche: Sausage and peppers.”
Frescos had the location covered but what about the niche? There are several excellent taverns and restaurants with popular bars nearby. At least some of the several thousand employees from The Hartford choose Frescos’ Friday evening Happy Hour as their place to celebrate the end of a long work week.
Location certainly plays a role. I wondered how Frescos could take better advantage of their location by creating a niche, thereby making the restaurant the first choice of The Hartford. I began brainstorming several ideas. Here’s what a few of them look like.
The weekly Happy Hour is Friday. If I ran Frescos, I would create a Happy Hour just for The Hartford; say Wednesday from 4:30 p.m. – 5:30 p.m. (The Hartford lets out at 4 p.m.) Not only is Wednesday Hump Day, it is a typically slow day for restaurants. Creating a special Happy Hour for the Hartford solves at least one challenge: Frescos exceeds some employee’s needs by offering Happy Hour bar prices plus free munchies. This could turn around a slow night and create a niche by catering to a local business. All an employee need do is show their corporate ID, and they get special VIP treatment.
Another idea caters to individual employees at The Hartford by celebrating special events in their lives–a promotion, a birthday, or an anniversary, for instance. Let Frescos know in advance, and they set you up in the bar’s VIP section, which doesn’t currently exist but a corner near the fireplace features a sofa and over-stuffed chairs in a relatively private part of the bar. This is a perfect spot to host three to 30 people. Provide a celebratory pizza(s) for the guests and free drinks for the person being honored. Only requirement, the event needs to be scheduled in advance and held on a Thursday evening, another relatively slow night for restaurants.
The idea behind this effort is two-fold: Create a niche by catering to a local business; thereby, exceeding their expectations and developing loyal customers who will spread word of mouth. It works especially well for Frescos because The Hartford is by far the largest business in town. Other businesses aren’t likely to feel slighted, but if they do, we smart marketers can figure out a niche for them, as well.
Questions: Do you have businesses in mind that could build a niche market but haven’t done so? Or they have created a niche–how? Do you have ideas for Fresco’s? I will share them with the owner, giving you credit, of course.
Tags: bars, creative_ideas, customers, Frescos, location, Marketing, needs, niche, restaurants, wants
Lewis, I am reminded of a local pizza place outside of Santa Barbara that did a lot of database marketing. They gathered customer data via contests, and opt-in promotions. Then they used that 1:1 channel to deliver targeted messages to help them weather slow days/times of the year. If a local pizza place can do it, so can Fresco’s!
Paul, great idea. I am a regular customer and have never heard from Frescos. Why not? I would be open to promotions as a loyal customer.
Hi, Lewis. A local marketer I know specializes in independent restaurants. Get this. He creates promotions and coupons to encourage area business people to come by for lunch. Then, he walks their neighborhoods introducing the restaurant to business workers and hands out the coupons and specials. No mail drop here – just personal engagement on a one-to-one basis. And, he gets results!
Elaine,
Wow! That takes my idea to the next level. Love it! Perfect example of how social media (the post, for example) spreads great ideas that can lead to ROI. Thanks!
Great idea, Lewis. With the tough economy, I’m willing to bet there may be other slow weekday evenings, too. Why not set aside a Happy Hour for The Hartford one evening, Aetna another evening, or any other local businesses where a number of employees might like to share some camaraderie after work? Why not invite local civic groups for a special afternoon of their own? The concept here: evolving from another local bar to an English style pub where people get together in a more community oriented way. . .
Not a bad idea for the owner of Fresco’s to collect business cards from employees at The Hartford who might like to receive email or faxed daily specials that they can share with co-workers. That’s been done quite successfully in my corner of Connecticut.
Besides ordering a few drinks and snacking on a few freebies, people might be encouraged to buy a few popular favorites off a limited menu. Just a few ideas that might help a small business level off the peaks and valleys of weekly sales activity.
Claire,
Fabulous ideas. I really like the idea of an English style pub, and it fits great with Frescos, which offers more than a few excellent brews from the British Isles.
As a young marketer soon to finish my studies at the local U. — it really bothers me that more businesses here don’t offer any type of promotions or freebies. The potential to hook faculty, staff and students is much greater than they indicate.
The local sub shop offered giveaways once, but haven’t done so in about 18 months – the message seems to be “Your business is fleeting… we’ll take our chances.”
Speaking from a younger generation, we look to connect with a business and its patrons for networking, for eats and drinks, and also for the familiarity.
To expand on an idea from Claire R. above, I would have the local business (Frescos or sub shop) name an entree or special brew or appetizer after the Hartford or in my case — the University. The University sub shop could create freebies during game day or year-end examinations? It seems opportunistic to build good will and establish the idea that this place is for “you”.
Matt,
That’s really interesting. I greaduated from the University of Florida, and it seems everything in Gainesville caters to the University, from using the words university and Gators to offering lots of discounts.
You are right. In greater Hartford, lots of business can take advantage of your business and those of students at the various universities and colleges in the area.
It’s a shame. However, it’s also a niche that some bright marketer might be able to capture.
Nice post, Lewis. To elaborate on the English style pub idea: it’s not so much about what kinds of foods and brews are served as it is about creating an atmosphere that is community and neighborhood oriented. To that end: what would be wrong with promoting an evening with specials and hometown favorite munchies? How about having some kind of contest and setting up neighborhood teams? Then Fresco’s can become that “third place” much like Starbucks was for people. . .a friendly gathering place for neighbors to meet and chat. . .not just the typical bar and restaurant. You know what I mean?
Ted,
I do know what you mean? And it’s a great idea.
My point about English brews is that this place is located in New England, and the British Isles were called home by a great number of our ancestors. And while there are lots of Irish pubs about, and Italian, Polish and Spanish places, I can think of no place where the English are celebrated.
But I totally agree: Doesn’t matter what we celebrate as long as we celebrate within the spirit of community and a neighborly fashion.
Now, if I can just talk the owner into a Sicilian night. Just think of the possibilities my ethnic heritate could deliver.
Great post, Lewis. Not only was it engaging to read but had outstanding ideas, too. If the management/ownership of this restaurant spent time talking with you they’d increase their revenue pretty dramatically.
This restaurant bar absolutely should be catering to their best customers and are missing some great opportunities.
If they started an email list, lots of people would sign up, including a lot The Hartford employees. The could segment their list and customize promotions to their The Hartford clients and other promotions for other good customers (like yourself), too.
BTW, one thing restaurants often do is triggered emails. That is, based on upcoming birthdays, anniversaries, etc.
I bet, though, that there are even more creative ways to use triggers combined with segmenting in a case like you described above.
Thanks Neil. You are so right. I suspect most would eagerly sign up for e-mail content, especially since there is live music on the weekends. I love the idea about special days.