Rosemary's Restaurant
Rosemary's is an authentic Italian restaurant located in the heart of New York City's Greenwich Village, boasting a rustic interior and farm-to-table ingredients from their rooftop farm.
Brand Values: Authenticity, Integrity, Hospitality, Excellence
The Challenge
Rosemary’s wanted to create more sense of a community by expanding their reach to a younger audience and impact people with their food and farm expertise in a meaningful way.
THE AUDIENCE
Research into Rosemary's audience showed that the patrons of the restaurant mostly included older customers as well as families. However, there were also younger patrons from the nearby university—a customer base that Rosemary's wanted to increase. While these groups differed in age, many of them had similar interests when it came to dining, such as organic preferences and supporting a brand that has a purpose.
Jamie, 20, College Student
Interests: Traveling, DIY Projects, Photography, Philanthropy
Family Dining
Interests: Quality time and food that both parents and kids will enjoy.
Michelle, 33
Interests: Gardening, Fitness Classes, Organic Products
THE STRATEGY
Allow customers to experience the grass roots of Rosemary's Restaurant, while incorporating a CSR initiative that will speak to the millennials interest in brands with a purpose.
Rosemary's can create a stronger connection to the community by bringing what they offer outside of the restaurant.
Trend: Agritourism is a growing industry and "foodies" are willing to travel for an exceptional dining experience.
Rosemary's can also benefit from creating a social impact in a nearby community that is in-need, thereby making a difference while simultaneously expanding their reach.
Fact: Some urban, low-income neighborhoods severely lack supermarkets/large grocery stores and access to fresh produce, making them a food desert. The South Bronx is one of those communities.
Rosemary's Tour
A strategic partnership with AirBnB that provides a day-long getaway to Rosemary’s Farm in Fishkill, NY. Targeting customers from NYC, the experience offers a 3-course lunch on the farm and a visit to local wineries. Patrons enjoy an all-day experience filled with food education and fresh farm-to-table ingredients.
Rosemary's Ride
A food truck that brings the fresh farm-to-table ingredients to Port Morris, Bronx.
Rosemary's Ride employs a give-take model by providing job opportunities for residents within the neighborhood. Job openings to man the truck and work at the physical Rosemary's location, as well as two of its sister restaurants: Claudette and Bobo NYC, are offered and prominently advertised on Rosemary's Ride.
Rosemary's x GrowNYC
Rosemary's brings their rooftop farm concept to Port Morris, Bronx—a well known food desert— by partnering with GrowNYC to create rooftop gardens on apartment buildings. The gardens will provide enough fresh produce to be distributed to building residents throughout the spring and summer months.
Why it Worked
By allowing the existing customer base along with unexpected communities to benefit from Rosemary's offerings outside of the restaurant, Rosemary's was able to cater to their audience in an authentic way and make a positive difference in a community nearby.
The executions were measured with relevant KPIs including: amount of signups for the AirBnB experience, how many meals were served from the truck as well as job positions taken by Port Morris residents, social media mentions and follows, and number of families aided with rooftop gardens—to name a few.
Metrics and KPIs
The executions were measured with relevant KPIs including: amount of signups for the AirBnB experience, how many meals were served from the truck as well as job positions taken by Port Morris residents, social media mentions and follows, and number of families aided with rooftop gardens—to name a few.