Fifty-Fifty – research, strategy and social media.

Here is a case study from A to Z! We will start with research, go through strategy and finish with social media.

Setting:

The Pół na Pół restaurant had been on the market for several years, serving modern fusion cuisine. The client came to KomuKoncept with the information that she had changed the cuisine of the restaurant a year earlier to Italian, serving only handmade pasta, but the restaurant still did not have a high occupancy of tables. This change took place in July 2020, i.e. during the pandemic. Our work began in July 2021.

Goals:

Channels:

RESEARCH


The main goal of the research for the restaurant Pół na Pół in Tarnów was to identify the image of the Tarnów restaurant scene and to understand the needs and expectations of the local community. We collected and analyzed data, checked the activities of the competition, prices, consumer opinions. All this in order to effectively conduct subsequent marketing and advertising activities!

We conducted the research using quantitative and qualitative methods:

  • the quantitative research involved as many respondents as possible. Their answers were intended to reveal the general picture of the situation and prevailing trends,
  • Qualitative research allows us to discover the causes of general trends and understand the motives behind certain actions.

The research lasted several weeks. What did we do during that time?

  1. We surveyed the citizens of Tarnów.
  2. We talked about gastronomy during in-depth interviews.
  3. We conducted field research during which we observed everyday life in restaurants.
  4. We organized “diary” studies with the restaurant staff.
  5. We analyzed the collected data.
  6. We drew conclusions and created recommendations for the strategy.

All this to get to know the Tarnów gastronomic scene and understand the needs and expectations of the local community.

Thanks to our work and the recommendations included in the research report, we were able to prepare a new communication strategy in a fully conscious manner, knowing the target groups and personas.

The most important recommendations from the research included:

1. Building a communication strategy based on the long-term goal of building and raising awareness of the changes that have occurred in the restaurant after the pandemic (change of direction to Italian cuisine).

2. Highlighting the restaurant’s strengths in communication, e.g. handmade pasta, highlighting signature cocktails and wine selection, the availability of a vegetarian menu and a seasonal menu, and the availability of a cosy garden in the renovated Tertila passage.

3. Consistently building a story about the uniqueness of the restaurant as a place "with soul", in the Italian style, based on the story of two sisters - founders. Emphasizing the narrative that, just like two sisters, two personalities, the place has two faces, which are reflected in the division into two zones: restaurant and café.

4. Improving the menu in terms of readability of sections, pasta names, availability of original cocktails or a special selection of wines and loose tea, etc. Consideration of highlighting markings regarding e.g. vegetarian dishes, etc.

5. Adding a few permanent, favorite items to the menu that guests can always return to. Additionally, it is worth emphasizing on the menu that the menu is seasonal, because it was not obvious to everyone.

6. Due to the presence of tourists and visitors, it is worth adding information about the location of the premises to the communication.

7. Additionally, we recommended streamlining processes and introducing standards regarding service quality and waiting times. Shortcomings in this area have a strong impact on the restaurant's image.

8. Motivating the staff to get involved in building an atmosphere of Italian hospitality in the restaurant. A smile, a friendly approach to guests and cordiality can alleviate crisis situations and build in guests the feeling that they want to return to a given place because they feel good there.

9. Adding a story to the narrative about a place where you can stop and eat in accordance with the spirit of SLOW FOOD / SLOW LIFE.

TARGET GROUPS RESULTING FROM RESEARCH

As a result of the conducted research, target groups and personas were created that are interested in using the catering services of the Pół na Pół restaurant. These are:

1. Women and men living in Tarnów and the surrounding area, aged 27-50, who want to spend time with family and friends, on a date and eat something good on the side. They most often go to restaurants on weekends or in the afternoons after work. Sometimes they take their children with them. They also like to celebrate important occasions this way.

2. Women living in Tarnów and the surrounding area, aged 30-50, who want to take a break from their daily duties and meet up with friends for a girls' night out in a cosy, quiet place where they can exchange gossip over a glass of wine or cocktails.

3. Tourists and visitors, both from Poland and abroad. 30+. They are looking for a place where they can eat something good and drink during their stay in Tarnów. Sometimes they ask about local, Polish dishes. They often pass through Pasaż Tertila as part of a tour of Tarnów and that is how they come across the restaurant's garden.

4. Active seniors around 60+, most often come in pairs or groups to spend time together and talk. Sometimes they also come alone for dinner. They like to get large portions, ask detailed questions and are often demanding customers.

5. Men living in Tarnów and the surrounding area, around 30+. This is a much smaller group than women. They are very demanding and when going out for dinner they look for a place where it will be very good, not just good. They often choose PnP also for business meetings. They need to be sure that the place to which they will take their guests or business partners is at the appropriate level.

6. People ordering delivery, living in Tarnów or the surrounding area. 28-60 years old. They have to be sure of what they are ordering, because very often they have nothing in the fridge and usually order when they first feel hungry. They often do not have time to cook or do not like to do it. The time of delivery and current information about changes in the order / waiting time for delivery are important to them. These are less often individual orders, more often group deliveries.

MARKETING STRATEGY

With a wealth of 100% research data, creating a marketing strategy was smooth and enjoyable:) Out of the six target groups mentioned earlier, we created 10 well-targeted personas.

The archetypes that were developed for the Pół na Pół are A Lover with a Touch of Creator.

Lover, because it shows how to enjoy life. It appreciates beauty, and sensuality is its second name. Write-paint the perfect archetype for a kitchen with Italian pasta!

A touch of Creator, because the restaurant has an artistic soul, it is innovative. It does not blend in with the crowd. It likes variety and choice. The Half and Half menu is a cuisine that follows the latest culinary trends.

Storytelling

 

Storytelling suggests itself and is strongly situated in an Italian town, a narrow street. That is why in the posts we use Italian words that are commonly known in Poland: Ciao, Buongiorno, Bella, Ragazza, etc.

We open the door, welcoming guests and inviting them to our home. To the home of two sisters and their friends, where you can open your own door: the door to new tastes, possibilities and experiences. When you enter Pół na Pół, you can make yourself comfortable, talk to the staff, calmly learn about the menu and spend some pleasant time. In our family tavern, you can eat freshly made pasta on the spot, drink signature cocktails or Italian wines and discover Italy anew. Everyone is welcome here, both lovers of meat and plant-based dishes. At the same time, everyone will find space for themselves here - depending on their needs at a given moment.

The atmosphere of communication is to refer to daily “stops”: siesta, second coffee or rest after lunch.

New graphic design

 

The new social media graphics were supposed to bring to mind Italy, sun, fresh vegetables, so we opted for: yellow/golden sun, green vegetables and spices, red tomatoes.

In the graphics we present photos in frames, which in turn are supposed to refer to postage stamps. Associations with holidays in Italy are welcome! :) And if it's a holiday, it's carefree, reset and rest!

And that's exactly what the Pół na Pół restaurant is supposed to be.

In turn, the solo photos are prepared carefully, without any filter (as was the case in previous posts) – we focus on naturalness and freshness.

INSTAGRAM GRID BEFORE THE CHANGE:

INSTAGRAM GRID AFTER THE CHANGE:

RESULTS OF OUR WORK:

  • When we took over the work with social media of Pół na Pół, the restaurant had good results on weekends, but weak during the week (there were only 2-3 tables a day). A year after the implementation of the communication strategy by KomuKoncept, it is difficult to find an empty seat in the restaurant, especially on Sundays, and the week is very satisfactorily full. The percentage increase in orders thanks to KK's activities amounted to 1050%!
  • Another success of the works is the path from a restaurant that was not known to most residents to a restaurant that is the first choice for a family dinner, Italian flavors, dates or meetings with friends.
Agnieszka Wolińska-Kulpa

Agnieszka Wolinska-Kulpa

Owner of the Pół na Pół restaurant

“After this cooperation, I know that it is worth investing in research to get to know your audience. Thanks to this, Pół na Pół became a well-known and popular place. Our social media fulfill their goals and maintain interest in the premises. Thank you to KomuKoncept for a broader look at our business and proposing activities in the full spectrum!"

CONTACT WITH KOMUKONCEPT:

Let's talk about what requires the most immediate action in your company.

We provide:

  • we will only send you an offer once we understand your business
  • modular offer
  • experience in B2B marketing
  • close contact with top managers
  • consulting approach
  • knowledge of marketing and technology.
Aleksandra Dzwierzyńska

Aleksandra Dzwierzyńska

Head of Social

ola@komukoncept.pl

Michał Opydo

Michal Opydo

Managing Director

michal@komukoncept.pl