These include the following:
We are conducting 4 tasting sessions with up to 20 people in each, a week before we officially launch. These sessions will not only help us get feedback on certain pizzas, helping us to decide what gets on the final menu and what doesn’t, they will also create brand ambassadors. We aim to invite key people from local businesses, members of the PTA from the 2 local schools, the hotel concierges as well as a few local residents. Hopefully they will feel some degree of brand ownership as they get to choose the dishes and will also talk to their work colleagues and friends about it. We’ll also ask them to leave positive Tripadvisor reviews!
When looking at the CV’s for managers and waiting staff, one extra element that I like to see (besides obviously the relevant experience) is photography as a hobby. This will make adding content to Instagram a lot easier!
SEO /Google My Businesses
The website is a new domain, so it will take a while to rank for our target search terms. However I’m not tempted to use Adwords – it will be far too expensive and won’t give the desired return on investment. Initially we’ll be focusing on our Google My Business listing to ensure we appear on the Map for searches like “restaurants near Marylebone station”
We’ll be targeting all the relevant journalists and bloggers, sending press releases and following up with phone calls. As soon as the menu is finalised we’ll get a photographer to take the full suite of images we need. These will be made available to the press.
We’ll be distributing flyers outside Marylebone station in the first few weeks.
Residential leaflet drops
To reach the residential customers we’ll be doing a series of leaflet drops. These will contain an offer as well as general information about the Firebrand Pizza story.
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