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Strong Marketing Support Drives Successful Restaurant Strategy
When Marriott International was launching its new restaurant and bar strategy, the team knew they needed to help properties attract new customers and compete with local bars and restaurants. Customers were moving away from seeing the hotel bar & restaurant as a “must”. Instead, they were purposefully venturing outside the hotel for new experiences. The global F&B team built award-winning strategies for outlets to cultivate and create new, “foodie” worthy menus that both guests and locals would love.
Yet, the properties weren’t accustomed to marketing outside of the hotel or talking to customers in the more sophisticated way that won hearts and taste buds. Working with Vigor, an agency specializing in restaurant and bar marketing, Heather developed a toolkit of templates and assets, along with training, to help properties capitalize on the program and communicate their best assets. The new marketing playbook and brand-building guide reached over 2500 outlets in Marriott’s premium hotel brands. Downloads of the guide in the first three months were 50% above the launch goal.
