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the midwest monsieur

the brand concierge

m2 humbly presents

events currently curated:

what did the monsieur do?

sushi sensei rewards



the mssr. created a 'tour' of the nigiri (traditional sushi) menu to be completed on successive sundays. completing participants received an embroidered patch that acted as a rewards card for the restaurant, offering 5% off future bills. to complete this scavenger hunt, diners were able to select one of four paths ranging in final cost from $140-$144. this expenditure was spread out to allow for customers to complete it at their own pace.

maki master rewards



because not everyone embraces nigiri, the rolls (maki) on the menu received the 'tour' treatment as well, to be completed on successive sundays. when completed, the participant received an embroidered patch (second picture) that acted as a rewards card for the restaurant, offering 5% off of any bill when displayed. to achieve the title of 'maki master,' the full course cost $177.00. this expenditure was spread out to allow for customers to complete it at their own pace.

table tents / flyering



customers of the restaurant are already sushi fans, or are inclined to try sushi. given that the restaurant was a specialty establishment, advertising an event that offered an additional benefit to supplement their existing interest set up the organic growth of the brand. sharing our experience with a receptive audience included fans of the brand in the restaurant's growth.

recurring facebook events / promotions



the target audience for the promotional campaign were mainly 20-40 year old professionals with an interest in a social event as well as a culinary event. by targeting advertising using very specific keywording and tailoring/curating invitee lists based on social circles (leveraging entire groups of friends), the event grew virally through limited advertising as seeding, but largely word of mouth.

weekly menu 'flights' / selections



especially for those attendees new to sushi or unfamiliar with the cultural nuances of the cuisine, we developed weekly lists defined from pieces of the rewards program to influence purchasing patterns. picking discrete menu selections helped to increase the amount spent per diner by providing a full dining experience intended to be completed in total. similar to restaurants that offer menu 'flights,' these lists were distributed before and during the event, with the majority of participants using them to make dining decisions.

weekly cultural lessons/trivia



starting off with a modest lesson about the history and etiquette of sushi, the event's education portion eventually grew to scheduling tastings and introducing very specific topics (in contrast to the broad start of the educational portion of the evening). this encouraged the interest in the cuisine and, coupled with the promotions, influenced diners to return to the restaurant week-to-week to practice what they've learned or to enjoy their newly-acquired tastes!

offering one-time menu supplements



to preserve the uniqueness of each sunday session, the mssr. added a new element to the experience. from time to time, we would supplement the offered courses with selections prepared from the menu, other times we brought in new brands of sake or other complementary resources. not only did this provide a low-cost product test program for new menu additions, but also helped to define the taste of the customer base to open possibilities for future menu expansion. beyond merely creating new experiences, the restaurant gained valuable market intelligence.

at a glance



we are still working through these promotions; check back for a short numerical analysis at the end of the month of march 2012!

how did it help?

We're still gathering data!

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