So we built an audience in each city that understood it before the doors opened.
Two openings in quick succession, covers full from day one.
The numbers behind the impact
Reservations before Manchester opened
Reservations before Liverpool opened
Pieces of launch coverage
Reach in Manchester
Reach in Liverpool
Six by Nico serves one six-course tasting menu with no choices, and the whole menu changes every 12 weeks. It's a brilliant idea once you understand it, and a hard sell until you do.
Nico was opening in Manchester and Liverpool in quick succession, two of the most competitive restaurant cities in the UK, where awareness of Six by Nico was moderate even among foodies. An audience you build in one city rarely travels with you, so each city needed its own.
The work was all about building an engaged audience in each city that understood the concept and wanted to try it. We opened with the announcement, then ran a series of media stories that explained the idea and kept Six by Nico in the news through the build-up. Journalists and influencers came in to eat the menu and review it, and a launch event opened the doors. The trade press took notice too, with The Caterer and Restaurant Magazine coming up from London to meet Nico.
Manchester had 3,000 reservations before it opened and Liverpool had almost 5,000. Both opened with covers full from day one.
Opening somewhere new?
A new city, a new site, or a concept people need explaining before they'll book. Talk to us. We start long before your doors open, so you open to people who already know who you are.
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