To support Larder Lichfield with their restaurant’s bounceback campaign ready to reopen inline with Covid government regulations.
Located in the heart of Lichfield, Larder offers a relaxed, fine dining experience. Bringing together high-quality British ingredients and flavours with influences from around the world, their dishes offer flavour that packs a punch.
However due to the coronavirus pandemic, Larder Lichfield were forced to close their doors to the public to comply with regulations. During this time of closure, Larder Lichfield were already planning how to get their restaurant ready to reopen safely for business.
During the pandemic, Eat Marketing has kept in close contact with clients, including Larder Lichfield, to stay informed on any changes that would allow businesses to reopen.
Following the government’s announcement that restaurants could reopen, we reviewed the whole of Larder’s marketing strategy with the team. Using our industry knowledge and experience, we recommended how Larder Lichfield could make small changes that would have a big impact on their restaurant’s bounceback campaign.
To tap into the first stage of restrictions lifting in England and help open up new revenue streams, the business planned to offer outdoor dining along with takeaway orders. We suggested creating a sub brand to encapture and raise awareness of this new offering and Larder Al Fresco was born.
The Al Fresco sub branding is colourful and enticing, using summer-inspired pastels that compliment both the existing copper and navy of Larder’s branding. From sub-branded menus, to Aboards and a new dedicated Al Fresco page, Larder Al fresco proved a great success allowing customers to experience their favourite food again and for the business.
Since the restaurant first opened in 2018, the Larder Lichfield has welcomed several new faces and the website refresh was a perfect opportunity to introduce the whole team to customers.
We brought the ‘Story’ page to life by introducing new images of key team members – such as the Head Chef and Front of House – as well as providing more information about the team’s background and working ethos. We also updated the ‘Menu’ page, streamlining the presentation of various restaurant menus, and repositioned Larder Lichfield as more of a ‘dining experience’.
As part of their reopening strategy, Larder will now be offering customers the ability to exclusively hire the whole venue for private events. With three floors available, there is plenty of space for guests to celebrate in style with social distancing measures still in place. With Eat Marketing writing a detailed blog about their private dining offer, Larder Lichfield has been able to actively promote it to customers and secure bookings.
It was important that social distancing measures were clear and easy for customers to follow, through on-brand internal safety posters. However, we wanted to steer away from using any off-brand signs that would disturb the unique ambiance of Larder’s restaurant. Instead, we designed a set of clear yet creative internal safety messages that are bespoke to Larder. These included 1m floor markers, bathroom signs and a restaurant welcome notice.
Eat Marketing also supported the Larder team with a set of new menu template designs, including our colour stock recommendations to enable the team to update as and when needed.
Following the on-brand internal safety messaging, new menus and change in layout, we also supported Larder Lichfield with a photoshoot. This was key in enabling us to use up to date images as part of the website redesign, to show how the restaurant was refreshed and ready to reopen safely. The photoshoot has also provided Larder with a bank of images that can be used across all their marketing in the future.
To help spread the word about the restaurant reopening, Larder Lichfield needed eye-catching marketing assets that would create intrigue and reassure customers into placing a table booking. Our flyer designs promoted Larder’s new private hire service and an exclusive welcome back gift.
Alongside the flyers, we also designed social media assets for Larder’s social channels. These branded posts enabled the team to inform followers of important reopening information in a creative way, with animation used to help capture audiences’ attention online.
“Eat Marketing has helped make a stressful time less stressful, thanks to their continued support and recommendations. Their input on our reopening strategy has been invaluable and they’ve been able to highlight areas of our marketing that needed updating or refining to be inline with government guidelines.” – Luke, Larder Lichfield