DEVELOPMENT OF MARKETING STRATEGY FOR PESHI RESTAURANT
PESHI – a legendary fish restaurant with impeccable service in the heart of the capital of Russia. The restaurant's menu features rare fish and seafood, as well as a rich wine list.
Twice a week, the restaurant receives fresh catch from the Mediterranean countries, Japan, Sri Lanka, New Zealand, Morocco and the Far East. Guests of Peshi can independently choose any specimen from the variety of inhabitants of the glacier: from oysters, mussels and live crabs to lobsters, octopuses and fresh chilled fish of rare and wild breeds.
Twice a week, the restaurant receives fresh catch from the Mediterranean countries, Japan, Sri Lanka, New Zealand, Morocco and the Far East. Guests of Peshi can independently choose any specimen from the variety of inhabitants of the glacier: from oysters, mussels and live crabs to lobsters, octopuses and fresh chilled fish of rare and wild breeds.
In January 2017, SEA Company was approached by the owners of the premium restaurant PESHI for consulting services on the development of a marketing strategy due to a change in location and a temporary pause in work.
PROBLEM
PESHI restaurant has been successfully operating on Kutuzovsky Prospekt for many years, but, for reasons beyond the control of the restaurant's owner, he had to change the location. The very center of Moscow, the Fashion Season shopping gallery, which is located in the same building with the Four Seasons Hotel opposite the Kremlin, was chosen as a new place of attraction for fish gourmets.
Due to the change of location, many new opportunities and target audiences have opened up for the restaurant. Luxury hotels located next to the restaurant have become not only a source of potential customers, but also competitors, because each of them has its own high gastronomy and is not ready to share its guests. It was necessary to answer the questions "where to look and how to interact with a new target audience, while not losing the loyalty of existing ones.
Due to the change of location, many new opportunities and target audiences have opened up for the restaurant. Luxury hotels located next to the restaurant have become not only a source of potential customers, but also competitors, because each of them has its own high gastronomy and is not ready to share its guests. It was necessary to answer the questions "where to look and how to interact with a new target audience, while not losing the loyalty of existing ones.
DECISION
To solve the problems that the restaurant's owner saw, it was decided to develop a new Marketing Promotion strategy for a period of 1 year. The consultant for this project was the Managing Partner of SEA Company Andrey Shemyakin, who was engaged in the re-positioning and launch of the nearby Metropol Hotel as Director of Marketing, Advertising and PR and who knows all the subtleties of working with a new target audience, as well as the right steps to be taken in such situations.
The Project consultant:
Mr Andrey Shemyakin, Managing partner of SEA Company, practicing consultant in the field of sales, marketing and PR.
Mr Andrey Shemyakin, Managing partner of SEA Company, practicing consultant in the field of sales, marketing and PR.
- 7+ years working experience at the international hotel chain (Radisson) in Russia.
- The international PR working experience, received in USA.
- held the position of Sales Director at the international Finish chain in Russia (Sokos), which later became a client of SEA Company.
- a member of pre-opening team of the most luxury hotel in Russia (Hotel "Ukraina", Moscow) responsible for Government Relations and Sales.
- lead as PR & Marketing Director in restart of the historical five star hotel in the heart of Moscow (Hotel "Metropol"), managed full re-branding and new market positioning, created the effective hotel team who returned the former fame to the hotel as one of the significant place in Moscow.
- established the SEA Company in 2013 the alternative way in the hotel business management. In 2017 has changed the company positioning and re-branded it. These measures helped the company to achieve new ambitious goals. During the years of successful operation have implemented a range of consulting projects in bringing the premium and luxury brands to the market, the same as the global governmental project, which rated as one of the TOP 5 in Moscow according to the Government of Moscow.
REALISATION
Strategy development consisted not only in a set of promotion tools, but also in deep analysis of the competitive environment. Within walking distance from the new location of PESHI, fish restaurants have been successfully operating for many years, having managed to gain loyalty and trust from the target audience, which needed to be attracted to themselves.
To this end, SEA Company employees identified a number of key positions for which it was necessary to conduct a reconciliation with competitors and determine not only the USP (uniqueness of the trade offer) of the PESHI restaurant, but also to offer solutions to work with potential weaknesses of the new location of the restaurant.
Based on the received analytics, the wishes of the restaurant's owner and existing trends, a comprehensive marketing strategy and a budget for its implementation were developed, ensuring the promotion of the restaurant in all target groups and affecting existing and loyal guests to the restaurant.
To this end, SEA Company employees identified a number of key positions for which it was necessary to conduct a reconciliation with competitors and determine not only the USP (uniqueness of the trade offer) of the PESHI restaurant, but also to offer solutions to work with potential weaknesses of the new location of the restaurant.
Based on the received analytics, the wishes of the restaurant's owner and existing trends, a comprehensive marketing strategy and a budget for its implementation were developed, ensuring the promotion of the restaurant in all target groups and affecting existing and loyal guests to the restaurant.
RESULTS
The developed marketing strategy of promotion was fully approved and aimed at the implementation of the full-time employees of the restaurant. During the period 2017-2022, the restaurant has reliably strengthened its status as one of the best fish restaurants in the city, and by the end of 2021, the restaurant was awarded a Michelin guide.
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✉ info@sea-company.com
Ⓢ skype: seacompanymoscow
«Business center Convent Plus
«Bagrationovskiy proezd, 7, bld 20B, Moscow, 121087
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