grapeseed
DESCRIPTION
ÂTRANSCRIPT
WELCOME, GRAPESEED!
BACKGROUND
• Opened in Bethesda, MD in 2000.
• Jeffery Heineman, chef/owner, wanted a restaurant menu with dishes inspired by specific wines.
• Expansion in 2007, doubling footprint.
• Has won numerous awards for food and wine programs.
OBJECTIVES
Rebrand Grapeseed to attract a younger audience,
specifically millennials, by building a brand that focuses on
classic flavors and handcrafted dining options.
SWOTSTRENGTHS
Large Wine Selection
Diverse Menu
Private Parties
Wine-Food Pairing
WEAKNESSES
Perception of Formal Environment
Small Bar Area
Wine-focused Menu
OPPORTUNITIES
Social Media
Retargeting Menu
Beer Options
THREATS
More Established Chains in Area
Restaurants Already Targeting Millennials
MILLENIAL DINING HABITS• View food as entertainment and self-expression
• 75% are on social-networking sites
• Care about late night dining, convenience, decor, menu and drink variety, entertainment, and Wi-Fi
• Attracted by happy hours, late night bar experiences, and events
• Enjoy new food and beverage combinations that incorporate exotic, organic, and locally grown ingredients
Per the Boston Consulting Group (BCG)
and Trend Hunter
MILLENIALS IN WINE MARKET• 20 % of Millennials say the availability of alcoholic beverages is important
– Gen X’ers = 12%; Baby Boomers = 10%
• 89% are willing to buy wine they have never seen or heard of before
• Prefer fun and contemporary to traditional when it comes to wine labels.
• Travel in packs to wine tastings and events
• Utilize the internet for restaurant reviews and menus
• Consume nearly three glasses per drinking occasion, purchase higher-priced wines
than do Gen X’ers, and spend $50 or more on wine while dining out.
Research compiled by NAPA Technology.
Creative
INSPIRATION, COLORS,& TEXTURES
ONLINE MARKETING EFFORTS
EVENTS
• Wine & Paint
– Crowd-source artwork that could be used in restaurant
• Wine Tastings
– Wine from around the world
• Wine/Pairings of the Month
C R A F T E D W I T H W I N E