How do you entice the public into tasting sound?
SoundBite Dinner is a multi-sensory dining experience. Top chefs create six courses inspired by local musicians. Each band presents their song during a live performance as a new dish emerges from the kitchen to accompany the ballad. It’s a pop-up dining experience that hits all your senses.
Project Overview
Researched industry and competitor landscape
Facilitated creative strategy brainstorm sessions with the marketing manager and owner.
Crafted email campaigns that doubled sales
Created unique monthly campaigns for social media platforms
Helped expand the concept to a second bi-monthly location
The idea of pairing food with music was a unique experience. While the quality of dishes served and the overall level of each event was superb, the project was struggling to find patrons to fill seats for each pop-up dinner. Was the idea too avant-garde for the general public? Or was the ideal foodie just unaware of this harmonious feast for the senses?
After applying new data from our research, and adjusting the marketing strategy, we were able turn 80% full events into consistent sold out happenings. With stable ticket sales converting into reliable budgets, the client was able to invite local chefs to participate, knowing there was now market fit for their social experiment.
While it was a challenge for this pop-up dining concept to find its loyal audience, it became a hot spot for food lovers and musicians alike. Furthermore, since each event was completely unique, the percentage of repeating patrons had grown from 13% to 65%.
SoundBite was a success on multiple fronts. It gave local chefs a platform to showcase their culinary skills to the public and drumming up new business at their respective restaurants. In an industry that is pretty cutthroat, where businesses are run on razor-thin budgets, you don’t often have the time to go out and taste another restaurant's menu. These events bonded neighborhood chefs around their common language of food. It was a beautiful thing and a win for the community of San Diego.