CASE STUDY / ZANMI - CHEF WESLY

MARKET TYPE

Culinary

OVERVIEW

Case Study: Building Zanmi's Vibrant Community Through Strategic Marketing and Brand Collaborations

Client: Zanmi Haitian Restaurant Location: Brooklyn and Hell's Kitchen, New York Founder: Chef Wesley Services Provided by Playbook MG: Digital Marketing, Influencer Marketing, Creative Content Development, Brand Collaborations

Background: Zanmi, a Haitian restaurant with locations in Brooklyn and Hell's Kitchen, was founded by Chef Wesley with the goal of bringing authentic Haitian cuisine to the heart of New York. To establish a strong presence in both neighborhoods and build a loyal community of patrons, Chef Wesley partnered with Playbook MG for a comprehensive marketing strategy.

Challenges:

  1. Creating Local Community: Zanmi needed to establish itself as a beloved local spot in the vibrant neighborhoods of Brooklyn and Hell's Kitchen.

  2. Reaching Target Audience: The challenge was to effectively connect with both Haitian food enthusiasts and those curious about exploring authentic Haitian cuisine.

  3. Promoting Unique Offerings: Zanmi wanted to highlight its menu's distinctive Haitian flavors and ingredients to attract foodies looking for unique dining experiences.

Strategy and Implementation: Playbook MG developed a multi-faceted strategy to address Zanmi's challenges and solidify its presence in the chosen neighborhoods:

  1. Digital Marketing: Playbook MG crafted a robust digital marketing strategy that included targeted social media campaigns, optimized website content, and local search engine optimization (SEO) to ensure Zanmi's online presence aligned with its brand and offerings.

  2. Influencer Marketing: We identified local food influencers with a strong following in Brooklyn and Hell's Kitchen. Through strategic partnerships, influencers shared their Zanmi dining experiences with their audiences, effectively extending Zanmi's reach and credibility within the community.

  3. Creative Content Development: Playbook MG generated creative and engaging content for Zanmi's social media platforms, highlighting its signature dishes, behind-the-scenes kitchen moments, and Chef Wesley's journey.

  4. Brand Collaborations: Collaborations were established with local businesses and organizations to cross-promote and leverage each other's audiences, enhancing Zanmi's visibility in the neighborhoods.

Results:

  1. Vibrant Community Building: Through Playbook MG's efforts, Zanmi successfully created a vibrant community of loyal patrons in both Brooklyn and Hell's Kitchen, becoming a go-to spot for Haitian cuisine enthusiasts.

  2. Increased Visibility: Chef Wesley's appearances on Food Network, PIX 11, and in Caribbean newspapers like Caribbean Life amplified Zanmi's brand visibility, attracting even more customers.

  3. Strong Online Presence: Zanmi's online engagement surged due to strategic digital marketing efforts, garnering attention from both local residents and tourists.

Conclusion: With a comprehensive marketing approach encompassing digital marketing, influencer collaborations, creative content, and brand partnerships, Playbook MG played a pivotal role in transforming Zanmi into a beloved Haitian restaurant in Brooklyn and Hell's Kitchen. Through effective community engagement and strategic visibility, Zanmi not only established its presence but also fostered a dedicated community of patrons, ensuring its continued success in the competitive restaurant industry. This case study demonstrates the power of strategic marketing in creating a strong local identity and driving business growth.