Old Major
Challenge
Chef Justin Brunson, one of the most successful restaurateurs (and chefs!) in Denver, opened Old Major in Denver’s Highlands neighborhood to critical and general acclaim in 2013. However, staying at the top of diners’ minds is difficult to do when the neighborhood dining habits shift and “hottest new place”, inexpensive restaurants start popping up on an almost monthly basis. The now-young local community became more interested in casual dining with shared plates and less interested in high-quality, center-of-the-plate dining experiences, so sales declined dramatically.
Results
Once they implemented our recommendations at Old Major, we hosted a media event with more than 20 local writers and influencers to launch their new bar format, new Chef de Cuisine and General Manager, and new fall menu. We also introduced Chef Justin’s newest venture, River Bear American Meats, with a sampling of River Bear products. Every guest went home with freshly-made sausages, swag, housemade hot sauce and Old Major cookies. In addition, we initiated several influencer dine-ins that resulted in cross-promotional social media posts reaching hundreds of thousands of followers.
Solution
Our team created impact-driven marketing plans that integrated both back and front-of-house strategies to increase sales and customer retention at the restaurant. We coupled this with digital influencer and PR plans that enhanced their marketing efforts.
“Working with Lauren at ROOT was a very comfortable experience. She was very knowledgeable of the restaurant industry, cared about our success, and was fun to work with. Even as a seasoned restaurateur, I learned a lot from her working with my team – I would hire her again 1,000 times over.”
Challenge
Chef Justin Brunson, one of the most successful restaurateurs (and chefs!) in Denver, opened Old Major in Denver’s Highlands neighborhood to critical and general acclaim in 2013. However, staying at the top of diners’ minds is difficult to do when the neighborhood dining habits shift and “hottest new place”, inexpensive restaurants start popping up on an almost monthly basis. The now-young local community became more interested in casual dining with shared plates and less interested in high-quality, center-of-the-plate dining experiences, so sales declined dramatically.
Solution
Our team created impact-driven marketing plans that integrated both back and front-of-house strategies to increase sales and customer retention at the restaurant. We coupled this with digital influencer and PR plans that enhanced their marketing efforts.
Results
Once they implemented our recommendations at Old Major, we hosted a media event with more than 20 local writers and influencers to launch their new bar format, new Chef de Cuisine and General Manager, and new fall menu. We also introduced Chef Justin’s newest venture, River Bear American Meats, with a sampling of River Bear products. Every guest went home with freshly-made sausages, swag, housemade hot sauce and Old Major cookies. In addition, we initiated several influencer dine-ins that resulted in cross-promotional social media posts reaching hundreds of thousands of followers.
In Their Own Words:
“Working with Lauren at ROOT was a very comfortable experience. She was very knowledgeable of the restaurant industry, cared about our success, and was fun to work with. Even as a seasoned restaurateur, I learned a lot from her working with my team – I would hire her again 1,000 times over.”
a few media hits
related work
Motherlove
After 40 years in business, Motherlove, a line of herbal products for new and expecting moms, felt they needed a (brand) facelift and new product packaging that better helps moms choose the right product.
learn more
Case study
Savory Spice
After near-immediate success with their first store, Savory Spice quickly grew both via online sales, and brick and mortar stores (now at 30 locations across the US.) Savory Spice hired ROOT with an initial focus on landing mentions in e-commerce gift guides.
learn more
Case study
Bubbies Fine Foods
Fermentation is one of the hottest and most competitive CPG spaces. Bubbies Fine Foods, with its iconic grandma “Bubbie” brand, has been a major player in the industry for more than four decades.
learn more
