CASE
Haidilao US
Restaurant / Brand Campaign
Strategy:
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Low-threshold Set Meals: Introduce specially curated set meals that cater to Western tastes while providing an authentic hot pot experience at an attractive price point.
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Ramen Challenge Event: Implement an in-store Ramen Challenge to create an engaging and memorable dining experience. Promote the event through social media channels to create buzz and encourage participation.
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Influencer Marketing: Collaborate with local food influencers to promote the set meals and the Ramen Challenge, highlighting the ease of trying out Haidilao's offerings.
Execution:
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Develop the set meals with input from culinary experts to ensure appeal to Western customers.
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Organize the Ramen Challenge, set rules and prizes, and create an event calendar.
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Partner with influencers to create content around the set meals and Ramen Challenge, sharing their experiences across social media platforms.
Background: Haidilao USA aims to introduce its hot pot dining experience to a Western clientele unfamiliar with the brand.
Objective: Attract first-time Western customers by offering low-threshold set meals for an easy initial tasting experience.
Expected Outcome:
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Increased foot traffic from first-time customers.
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Enhanced online presence and brand awareness among Western consumers.
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Membership sign-ups from new customers eager to enjoy ongoing benefits.
Measurement of Success:
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Track the number of set meals sold and Ramen Challenge participants.
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Monitor social media engagement metrics and influencer content performance.
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Measure membership growth post-campaign.