The Market Cafe and Wine Bar is a sustainable restaurant in Cleveland, Ohio. It is not locally owned, as it is under the management of Cafe Bon Appetit. This makes the advertising and communication efforts different from some of the other stores/restaurants that I researched.
The Market uses a variety of tactics to communicate with the community. E-blasts, e-newsletters, table tents, flyers, special events and social media are ways that the restaurant connects with the public. The restaurant relies more on Facebook than Twitter because The Market's marketing manager, Beth, said that Cleveland is not that into Twitter. The Market has more than 340 "likes" on Facebook. Because the menu changes everyday, the restaurant posts what's for lunch, daily specials, contests and photos.
The Twitter account is run through the Bon Appetit Management Co account, and is not specific to just The Market Cafe and Wine Bar. The company tweets for its more than 500 cafes that are located throughout the country and has more than 5,200 followers.
Some examples of typical Facebook posts:
The Market uses a variety of tactics to communicate with the community. E-blasts, e-newsletters, table tents, flyers, special events and social media are ways that the restaurant connects with the public. The restaurant relies more on Facebook than Twitter because The Market's marketing manager, Beth, said that Cleveland is not that into Twitter. The Market has more than 340 "likes" on Facebook. Because the menu changes everyday, the restaurant posts what's for lunch, daily specials, contests and photos.
The Twitter account is run through the Bon Appetit Management Co account, and is not specific to just The Market Cafe and Wine Bar. The company tweets for its more than 500 cafes that are located throughout the country and has more than 5,200 followers.
Some examples of typical Facebook posts:
The Market advertises occasionally by placing an ad in a like-minded publication, such as Edible Cleveland magazine. Beth said, however, that since the restaurant has been around for a while, it is not as important to place ads unless they have a special event coming up. This is an example of an article in Edible Cleveland and a clipping from Scene Magazine:
The Market tries to publicize the fact that they work with local farmers and workers as much as possible, especially when they are posting in a like-minded publication. Locally grown and vegetarian are keywords in its advertising. The Market was one of the first restaurants to promote the "farm to fork" initiative. The restaurant is also required to buy at least 25% of their products locally. Some examples of posts geared specifically towards the local aspect:
The Market Cafe and Wine Bar is involved in the community by working with Case Western Reserve students and around 30-35 farmers on a regular basis.
Social Media
Social Media
- https://www.facebook.com/pages/The-Market-Cafe-and-Wine-Bar/173606686014585?hc_location=timeline
- https://twitter.com/bamco?original_referer=http%3A%2F%2Fthemarket.cafebonappetit.com%2F&profile_id=16247880&tw_i=453229919217020928&tw_p=embeddedtimeline&tw_w=322456387554775040
themarket.docx |