Restaurants in Jamaica usually fail. A bold but true statement. This is because understanding BOTH the palette and pocket of the consumer are paramount. In the city of Montego Bay, this is even more so. Known as the family-friendly alternative to Kingston's youthful/ ambitious effervescence; Montegonians are usually fiscally conservative and unwilling to deviate too far from the norm. There exists an odd paradox however because Montegonians are often bored with the offerings of the city and are constantly in search of the novel.
Smoked Marlin is a picturesque seaside restaurant serving Caribbean fare. Nestled between two hotels with high net worth clientele, they serve as the secondary target audience for the promotional material.
The trap that too many restaurants fall into is that they care too little about retention, and place too much emphasis on outbound marketing and the attraction of new customers (which is important but not the main goal), with comparatively little attention paid to keeping the customers they’ve already have. And in a city where the target audience (middle to upper-middle-class professionals) are finite, retention is the name of the game.
In order to increase visibility in the community (and form long-lasting relationships) I helped develop an online presence (on sites such as TripAdvisor), leverage Facebook and Instagram to promote menu items, specialty nights, loyalty rewards.
A promotional activity that Smoked Marlin took part in was Restaurant Week 2017, where foodies will be lured to enjoy the dining spaces of 75 restaurants islandwide. During the week the restaurants design a special la carte menu to be discounted as much as 30%. At Smoked Marlin, the week brought with it an increase of 150% in revenue.
We also decided to focus on creating experiences for our customers during the week. The "SNAP DAT polaroid wall" was a marriage of this focus with the emerging trend of nostalgia marketing. Patrons would snap a picture on the local polaroid and add it to the collages around the venue.
Below are examples of press the restaurant garnered during my time as a consultant with them.
https://sugalifestyle.com/tag/smoked-marlin-restaurant/
http://www.jamaicaobserver.com/lifestyle/Season-s-Greetings-from-Dionne-Reid-in-Mobay_82742?profile=1240
http://jamaica-gleaner.com/article/food/20171109/come-and-be-filled-smoked-marlin
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