Q3 | JULY - SEPTEMBER 2018
Enjoy this three-month snapshot of what Samba Brands Managementâ€™s SUGARCANE raw bar grill has been up to this last quarter!
Holidays 4TH OF JULY BROOKLYN
Guests were invited to “kick back, eat well” and celebrate Independence Day by joining us on the Brooklyn waterfront for burgers, hot dogs and a Chesapeake-inspired lobster boil. The holiday was a strong day in covers (1,069) and sales ($48,171) for Brooklyn. In addition to inviting guests to the restaurant, marketing sent out an email blast for those who hosted their own July 4th gatherings to capitalize on delivery orders as well as in-store sales.
THE GREAT DUMBO DROP BROOKLYN
On September 28, SUGARCANE raw bar grill participated in The Great Dumbo Drop. The annual neighborhood block party organized by the Dumbo BID features live performances, activities for the family, food and drinks from neighborhood spots – all topped off with the signature spectacle of thousands of tiny toy elephants parachuting onto Washington Street, Brooklyn’s most photographed block! Most importantly, the entire event also raises funds to benefit Dumbo’s local schools, so truly a great way to integrate ourselves into our local neighborhood. SUGARCANE raw bar grill was represented with Chef Timon’s tuna poke bowl (sold at $5 each) and mint lemonade ($3 each) — bringing in $958 in total revenue. As for the local schools, the event raised over $20,000 in valuable funds to give students of the neighborhood public schools the resources they need to succeed!
PG 3 | SEPTEMBER 2018 | Q3
BROOKLYN’S 1ST ANNIVERSARY BROOKLYN
Happy Birthday, SUGARCANE raw bar grill Brooklyn! On Tuesday, September 18 we celebrated one year on the Dumbo waterfront. Marketing sent out an email blast inviting our Brooklyn neighborhood to celebrate with us and all dining guests were treated to a complimentary glass of prosecco during dinner service. To continue the celebration, happy hour was extended at the bar until 8pm. Although the day started out rainy, the sun came out in the evening and guests were able to dine in our outdoor patio and raise a glass in front of the Brooklyn Bridge. Cheers to many more years!
In-store Activations DESSERT COCKTAILS LAS VEGAS
In August, Las Vegas premiered two rum-based dessert cocktails: Brown Eyed Girl and The Chocolatito. “We wanted to keep it in the rum family,” said Assistant General Manager Will Badillo. “The Chocolatito has a unique rum from Mexico — Dead Head chocolate rum — and the Brown Eyed Girl has a nice spiced rum that complements the sweetness of the cocktail.” The Venetian shared the new offerings to their 137,000 Instagram followers and featured them in Rialto, the in-suite magazine of the property. Since launching the cocktails in August, the average check of parties that order the dessert cocktails is $11.18 higher than the average dinner check!
PG 4 | SEPTEMBER 2018 | Q3
MIAMI SPICE MIAMI
Summer in Miami wouldn’t be complete without our mouth-watering Miami Spice offerings, which helped to bring in guests during our slower season. Marketing ran a robust campaign for the exclusive menu, including two e-blasts and a targeted paid Facebook campaign, resulting in the most Miami Spice menus sold in the past three years: a total of 795 lunch menus and 704 dinner menus. Over the entire Miami Spice period (August to September), we saw a 5% increase in gross sales and a 7% increase in average check compared to last year.
Miami Spiked cocktail helped to raise Miami Spice check averages
The most sold Miami Spice menu in the past three years! To help increase check averages during the month of September, we added a special cocktail we named “Miami Spiked”. After introducing the cocktail, we saw an average $1 increase in check average for Miami Spice guests! PG 5 | SEPTEMBER 2018 | Q3
Marketing Corner CATERING BROOKLYN
Working closely with the culinary and operations teams, we developed a new catering menu for Brooklyn that combines SUGARCANE raw bar grill menu favorites with new, catering-exclusive dishes — all designed to be perfect for groups of any size. We created a digital ordering portal with a user-friendly, streamlined ordering process for our guests and launched it with full marketing support including on-the-ground menu drop-offs. With the holidays just around the corner, we are excited to further activate this catering program with seasonal catering offerings such as Thanksgiving dinner packages, augmenting instore sales with additional holiday revenue.
EMPIRE STORES FRIENDS & FAMILY BROOKLYN
We reached out to our neighbors upstairs by printing and distributing custom “Friends & Family Cards” that our Empire Stores community can use to access their exclusive promotions of 50% off all day on Monday and 20% off lunch Tuesday to Friday. More than just a promotional tool, the cards enabled us to strengthen our relationships with our contacts in the building, giving us the opportunity us to tap into this audience for additional initiatives such as catering. In the coming weeks, we look forward to expanding this program as part of a larger partnership with the local WeWork Dumbo Heights building and its 1,800 members.
PG 6 | SEPTEMBER 2018 | Q3
ASIAN TOURISM CAMPAIGN BROOKLYN
Continuing the success of the social media influencer dinners that we hosted in June, we held a third dinner with the specific goal of raising our profile among the Asian tourist market. Twelve top US-based Asian influencers enjoyed a tasting menu of our signature items including the world-famous Duck & Waffle. From the images of the dishes and drinks to the posts lauding the breathtaking view of the Brooklyn Bridge, the dinner garnered extensive social media buzz with over a dozen posts to the influencers’ collective 292K+ followers. The event also helped to propel our own Instagram following to increase 15% that week, the largest jump all year!
Digital Marketing Corner... Website Analytics SUGARCANERAWBARGRILL.COM
+26.8% increase in
+69.7 % increase in
traffic from social media *Compared to Q3 2017
Search Engine Optimization MIAMI | LAS VEGAS | BROOKLYN
Following the launch of the new website last quarter, we have
Console to enable us to track the long-term results of these
continued to build and improve on the backend infrastructure
efforts. So far, we have been able to more than double
of the site for maximum discoverability. While the efforts
our average daily impressions (the number of times our
are ongoing, this past quarter we made major headway by
website shows up as a result of all Google searches such
revamping all of the back-end metadata copy to be optimized
as “restaurants near me” or “happy hour in dumbo”) from
for top search keywords and implemented the Google Search
approximately 5.83K up to 12.2K impressions per day.
PG 7 | SEPTEMBER 2018 | Q3
MIAMI’S STRATEGIC CONTENT SUMMER! MIAMI
To bolster Miami covers in the summer months, we launched a strategic “alwayson” content calendar for Miami to reengage our local audience. Highly targeted and strategic social media promotion was the backbone of this effort, yielding consistently high results. June 25 to July 1 • Promoted our Friday Late Night Happy Hour via organic social media and e-blast • Outcome: 15% increase in Late Night Happy Hour sales compared to the previous week!
July 2 to July 15 • Promoted lunch with targeted digital marketing, using analytics from the spring campaign to optimize • 23,000 unique people reached 30,000 total impressions click-through rate of nearly 2.5x the industry average • 12% increase in lunch covers in the first week, 33% increase in lunch reser-vations over the two weeks July 16 to July 22 • Promoted our weekend brunch offerings, focused on our live music programming • Outcome: 4% increase in brunch covers
PG 8 | SEPTEMBER 2018 | Q3
One incredible picture of an iconic view prompted a social media revolution! This summer we harnessed the power of Instagram and maximized the trend of guests posting images of our iconic Brooklyn Bridge vista. We encouraged guests to post their “VIEW-tiful” images on Instagram with the hashtag #ViewCrushWednesday. From this hashtag, we have seen recordbreaking engagement rates and scores of guests reporting that they heard about us through Instagram. This hashtag continues to grow… and so do our followers on social media!
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Your Coffee Break
SUGARCANE raw bar grill continues to attract celebrities from all places!
In Brooklyn, actor from FX’s “Pose” (1) Ryan Jamaal Swain; American TV broadcaster (2) Robin Roberts. In Miami, Latin singer/songwriter (3) Luis Enrique; (4) Rapper Big Sean
PG 10 | SEPTEMBER 2018 | Q3