Červený Jelen
We helped to make Červený Jelen the biggest restaurant in the Czech Republic. We overcame the challenge of communicating a four-storey restaurant with pleasure.
Cooperation in numbers
About the client
The Červený Jelen building houses the main restaurant Banka, the elegant dining restaurant Trezor, the event space Klubovna and the private dining space Salonky. The restaurant is located in the renovated premises of a former bank in the centre of Prague. It serves 10,000 to 12,000 customers a month.
Challenges
1. To take over the complete marketing communication of a gastronomic concept unparalleled in Europe. The task was to create a mix of marketing channels, to coordinate the communication of individual campaigns, to communicate on a global level and to be a leader not only in the Czech market.
2. To make the restaurant known to the general public and to a very demanding group of businessmen, high-ranking employees and wealthy foreign tourists.
Solution
To ensure the visits of thousands of people per month, who on average spend over CZK 900 per person, requires really complex communication. That’s why we’ve put together a team that handles a wide range of communication channels, from offline materials to PR and social media to web management.
Key to our collaboration was aligning our internal team, planning and communication with Červený Jelen managers to ensure all campaigns went as planned. For Červený Jelen traditional channels are the foundation of marketing communications. Social media, Influencers, Google, Tripadvisor, PR, Website, offline communication in the restaurant premises etc.
But what was crucial for our cooperation was measuring the real impact of each communication channel on the restaurant’s turnover. In the beginning, when we were trying to increase traffic to the restaurant itself, online channels were the most important. However, in the later stages of the collaboration, when we already had the restaurant regularly full, the offline materials located in the restaurant premises started to become extremely important.
A well-crafted menu with a special offer can actually increase a restaurant’s turnover by tens of percent. That’s why we are experimenting with different menu layouts and incorporating seasonal menus. It is very important to find a balance where there is enough material on the tables and not too much. The more messages the better. Currently, Červený Jelen communicates through more than 38 different offline and online communication channels, through which we reach a wide range of potential clients.
Results
We helped increase the number of customers by 100% year-on-year. The restaurant has become known as one of the most popular restaurants in Prague and has become the first choice for thousands of people.
How did we proceed?
The collaboration with Červený Jelen has been turbulent since it began in October 2021. We started at the beginning of Q4 when we acquired management of all advertising channels after auditing Google ads, Social ads and Tripadvisor.
After the successful end of 2021, the third wave of the covid came full of gastronomic constraints and the resulting communication challenges. We significantly expanded our cooperation with Červený Jelen in 2022, when we also took the management of social media, newsletter and all online materials under our wing, while we also started working on the development of Červený Jelen’s new sales channel – the Špork e-shop.
Currently, a substantial part of Červený Jelen’s revenue comes from B2B space rentals and the organization of corporate events, which we have significantly supported by communicating on linkedin through the private profiles of the restaurant director, chef and event manager. The challenge for next year will be to reach tourists who are in Prague during the summer months.
Impact
Together with the great team from Červený Jelen, we managed to get Červený Jelen to the top in all relevant categories. The restaurant is becoming an inspiration for world-class projects.
