Restaurant Marketing Strategy Examples: Coffee "Art" Class

OCM | Restaurant Marketing Strategy Examples: Coffee "Art" Class | Singapore

Collaborative restaurant marketing strategy examples: Coffee Art Classes for kids between 5-11 years old.

Location: Singapore Management University (SMU)

Period: June School Holidays 2019

Anybody who is acquainted with coffee will be well aware of its drinking and consumption applications. However, more recently, the use of coffee has also been applied into a coffee art workshop.

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In this restaurant marketing strategy example, a coffee art workshop was conducted in partnership between a local arts studio and a local coffee chain.

The workshop was conducted at one of the coffee chain’s outlets in town, during the June school holidays. It was attended by children aged between four to twelve years old and were accompanied by their parents, some of whom joined in the fun as well.

In total, eight sessions were run across two days with classes sized around ten to twelve pax per session.

Using a particular technique where an espresso based mixture is first applied using a sponge to form a generic base layer, followed by applying darker shades using a brush or marker.

Not your typical Courts Coffee maker, but this brewer is pretty good.

Apart from being a great customer engagement session between the coffee chain and its consumers, this coffee art workshop also provided valuable insight into the customer - business relationship.

In today’s fast paced business environment, not many brands get the opportunity to interact with their customers. As such, this coffee art workshop served as a great platform for consumers to get to know the brand, along with its offerings and programmes, a little bit better.

These sessions also serve as perfect opportunities for a brand to gather feedback from their regular customers, while also introducing a lifestyle element to their existing business model canvas.

Through the eight sessions carried over two days, the local coffee chain also generated auxiliary restaurant revenue through the sale of food and drinks to workshop participants before or after the actual coffee art workshop.

The revenue generated throughout the duration of the sessions was also approximately 20% higher than comparable periods from other days / weeks.

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OCM was started in 2007, focusing first on coffee machines, then marketing for F&B outlets, subsequently training and consultation. OCM’s Chatbot for the F&B industry is used in the Singapore Skillsfuture Classes in Temasek Polytechnic Skillsfuture Academy and also ITE College East COC classes.

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