Fig Tree
Foot Traffic
Happy Hours may be an industry standard, but few restaurants execute them optimally. My first move as marketing coordinator was to happy hour.
A key insight I discovered while analyzing Fig Tree’s sales was the lack of return customers. Analytics for electronic transactions showed that while Fig Tree had a high volume of transactions, our return customer rate was in a notably unfavorable percentile. This, coupled with low performance on social media, told the story that no one was coming to Venice Beach specifically for our restaurant, despite a positive reputation and review history.
So, I pitched a no-brainer! I designed dual sandwich board signs to sit outside on the boardwalk. The signs' debut in March showed an 80% increase in sales during the breakfast happy hour period compared to the previous March. I’m also sure the tip-reliant staff was pleased that customers were there for the happy hour and not surprised by a 50% discount!
Mitigating the slow Season
A glaring issue for Fig Tree was the reliance on seasonal business. Frankly, and maybe obviously, people tend to go to the beach less in the winter than in the summer. A crucial strategy I learned at Punch Bowl Social was, through thoughtful and concentrated marketing, to emphasize private party sales. Late spring was historically a slower time at Fig, so I crafted a marketing campaign to target accounting firms at the end of tax season. The idea was that accountants are overworked at the end of tax season and know the value of a write-off better than most. This is my copy for a sales package that was successfully pitched to local accounting firms, accompanied by rustic twine to wrap the brochure and a freshly baked cookie for the receptionist. The package was then recreated with similar thoughtful campaigns, so the only thing that needed to be modified was the personalized message. This approach was so successful that the owners pulled the trigger on an idea they had been considering for years, which was highlighted in the next campaign
CUEVA is born!
The success of the private party strategy gave rise to a problem that every restaurant would love to have: not enough space to meet demand. The focus on private parties was so successful at the end of spring that we had to turn away groups due to a lack of available tables.
Fig Tree’s atmosphere is both indoor and outdoor, with an emphasis on the outdoor experience. A core challenge for our restaurant is that the same pleasant breeze that cools you down as you watch the sun set over the Santa Monica mountains on a July evening can turn into an overcast sandstorm that blows away your menu in February. The owners, impressed by the results of my focus on private parties, decided to move forward with Cueva! The idea of converting the storage space next to the restaurant into a private party area was on the owner’s mind for years. This not only accommodates private parties during the busy months but also adds tables and availability when the restaurant traditionally shrinks to a quarter of its size during bad weather months.
Optimizing Social Media
When I had my first meeting with the owners, my initial question was what they would like from me as their marketing coordinator. It became clear that they felt they were lacking in social media. Although I didn’t see social media as their most pressing issue, I still made a few initiatives to address it
When it came to addressing their Instagram, I saw potential in their history of taking some stunning photos. Having meticulously plated food and drinks with the beach as a backdrop definitely helps. This made the page’s voice easy to identify as elegant. I then set about implementing some technical tricks to boost engagement.
First, I established a schedule for posting reels. Since Instagram boosts reels, it’s always smart to take advantage of this feature. We shot a mix of storyboarded reels and improvised photos, with the photos being used for more regular scheduled posts. I also emphasized paying to boost both promotions and reels.
I approached this with a strategy that included regular posts and posts designed to perform better, aiming to communicate more than just the day-to-day beauty of the restaurant.
The owners were correct that their social media presence could be improved, but that did not mean Instagram was the primary issue. For LA restaurants, unless you plan to develop an ongoing, entertaining, and creative voice for your Instagram, it should not be the main focus of your social media strategy. Earned media—or, if not earned, ethically negotiated media—was the solution. An easy and affordable approach was to reach out to popular local food reviewers and offer them a free entree and drink in exchange for highlighting our cuisine. This tactic reduces the need for the time and money required to grow a social media following by leveraging the influence of someone who already has an established audience, while still showcasing our high-quality cuisine
