Challenge

Bringing Awareness to a New Restaurant

Washington D.C is highly ranked for the number of restaurants per capita - making it particularly challenging to establish a brand and stand out in a highly-competitive industry.

Masseria needed to cut through the restaurant clutter and make a name for itself to increase awareness and interest among potential diners. While the food was top notch and the design and ambience impeccable, Masseria needed to showcase the restaurant’s experience  including the menu, private dining and event spaces, and accomplished staff. It also required making it easy to make reservations and buy gift cards.

Masseria is about creating an experience for our customers; our website is often their first connection with our brand. I needed to make sure that their digital experience is as close as possible  to how it would feel to walk in our doors.

Nicholas Stefanelli - Chef and owner of Masseria

Solution

Efficiently crafting a more personalized flood risk conversation.

We first created a strategy that translated the restaurant’s style and ambiance into the digital space. Masseria is located in a unique neighborhood, with one-of-a-kind service and aesthetic details, and award-winning cuisine and cocktails - making a night out to Masseria an experience unto itself. Our strategy centered around “Masseria Moments,” the personal, memorable moments that can only occur here.

We then presented unique moments through original photography, a website that showcases the elegance of the food and restaurant space, and a social media campaign that utilizes the #MasseriaMoments hashtag. The shareability of these Memorable moments extends the experience  beyond a single visit.

The ongoing “Masseria Moments” social media campaign highlights stellar visuals of the food and space, and incorporates user-generated content. A 360 video allows visitors to explore the space virtually. We also created a quarterly “Masseria Moments” email newsletter that drives traffic for upcoming events or promotions .

The website needed to translate the experience of visiting the unusual setting, while letting users easily view menus and private dining/event options, make reservations using the Resy reservation system, and provide e-commerce to streamline  gift card purchases. Chef and owner Nicholas Stefanelli says, “Masseria is about creating an experience for our customers; our website is often their first connection with our brand. I needed to make sure that their digital experience is as close as possible  to how it would feel to walk in our doors.”

To complete the branding, we also developed a variety of  collateral and promotional pieces, including comment cards, check presenters, and posters advertising a custom-scented Masseria candle sold on premises.

Result

Consumer-First Digital Strategy to Amplify the Brand and Its Story

Masseria’s active and strong social presence built an engaged community on its core social channels of Facebook and Instagram. These communities are actively growing, with regular shares, tags, and reviews on both platforms. This active community brought Masseria new exposure, including notable industry sites, such as the official Michelin channel, which shared and tagged Masseria over five times in two quarters.

Masseria saw success with both regular quarterly newsletters, and special event emails, with a consistent open rate of over 30%, and click rates of over 4%. In less than a year, the subscriber list grew more than doubled through website and in-house acquisitions.

The website succeeded in providing a streamlined reservation service for guests. Once ecommerce was implemented, simplifying the process for customers to buy gift cards, and for Masseria to fulfill the orders.

Masseria’s strong digital presence has transformed  a unique personal  experience at the restaurant to one which can be viewed and shared across many mediums and platforms.