FiRE + iCE
Playing with Food
Fire + Ice has 4 locations across the country. The unique concept, decor and popular locations make it a destination restaurant. Some challenges included inconsistent brand, low group sales numbers, unengaged online audience, and no formal reputation management.
Online Reputation Management
It’s tough to cater to every guest’s experience, and a few sour reviews can really change the overall perception of a brand. That’s why we know that Online Reputation Management is always at the top of the menu. This was a challenge for the restaurant to keep up with for so many review website platforms (Yelp, Google, Opentable, Tripadvisor, and Facebook) and multiple locations. That’s where we stepped in with an ORM strategy and specialist. Each review is read and responded to with solutions, sympathy, or gratitude, so that every guest knows that he or she is being heard. This leads to an open conversation and a significant increase in online ratings.
The recipe to successfully engage an audience? Two parts digital and social media marketing, one part guerilla marketing. To guarantee that FiRE + iCE was present on all platforms, we cooked up schedules and strategies to promote each location online while staying true to the wacky brand archetype. This resulted in increased engagement with guests. Hungry for a more direct approach, we recreated the fun + delicious atmosphere away from the grill via trade shows, festivals, and street teams.
Build Group Sales
An all-you-can-eat concept paired with a varied and creative menu guarantees an easy way to satisfy every appetite. We noticed large groups weaving in and out as a place to gather around the grill and feed everyone’s fun. Once we discovered that secret niche ingredient, we gained a successful revenue by maximizing the market and building group sales.
Refreshing the Brand
With such a fun, mouth-watering, and iconic concept already set at the table, all FiRE+iCE needed was a brand identity refresher. Mix in a new style guide, tagline, website, and messaging in a large digital database... *ding* a coherent marketing message awaits