Brand
Launch
TheLab is an unconventional burger joint in Milan, Italy.
Client
TheLab
Year
2018
RESULTS
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December 2017: Opening of the restaurant.
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1 June 2018: The Armin Bar (NYC|Milan) partnership.
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July 2018: 62.5% increase in revenue (compared to May 2018 revenue).
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August 2018: #1 ranking of all the restaurants in Milan on TripAdvisor.
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September 2018: 300% increase in revenue (compared to May 2018 revenue).
We started the work:
1- We set up a photo shoot.
2- With those pics, we started rebuilding the Instagram and Facebook pages
3- We had a small investment of ~€30 (seriously) and promoted the new posts to have some engagement on our posts.
4- Then reached out to local micro-influencers on TripAdvisor and Instagram offering them a meal in exchange for their honest review even if it's going to be a bad one.
5- People started coming, including international customers and they loved it! We asked them to leave reviews on Google and TripAdvisor in their own language.
TripAdvisor Ranking Tips:
1- The review of people with a lot of reviews has a higher impact on the ranking.
2- Having reviews in different languages will help the ranking.
A restaurant that once was quiet on a Friday night now has seen a line of customers even on a Tuesday night. The customers who want to have an Unconventional Burger Experience.
In January/February 2018 Armin found a hidden gem by his house in Milan. A local burger joint, which knew how to make AMAZING burgers and had over the top customer service, but it was almost always empty: theLab - Unconventional Burger Experience.
Being a marketer he started suggesting a few actions to take and they started seeing immediate results. After a few months, they asked him to officially join and help them. He immediately made a deal even though it wasn't in line with the clientele at The Armin Bar (NYC|Milan).
