Pho, the Vietnamese restaurant group run by Stephen and Juliette Wall, is targeting the millennial market through targeted use of Snapchat.
The group launched its profile (PhoRestaurant) last month and trialled its use with a “Snapchat Birthday Party” to celebrate it first anniversary in Manchester (on 28 August).
A spokeswoman for the group explained: “We used our database, social channels and local press to promote the idea – add us on Snapchat and Snap us a special birthday photo or video on the day and we will Snap you back a voucher for 2-4-1 drinks to use at Pho Manchester. It worked! We had hundreds of new followers and birthday messages and the restaurant was filled with young people eating, drinking and ‘Snapping’ all night. According to the stats, at least half of our restaurant (which is in total 215 covers) was made up of the younger audience who had redeemed the unique Snapchat deal.”
The group also created a Snapchat “geo-filter” which was branded and popped up for sharing when anyone within half a mile of the restaurant was using the app.
The spokeswoman said: “Not only did this increase awareness of our restaurant + engagement in a new social media channel, it successfully drove sales on the night. And, we believe this kind of engagement with our brand is what will secure brand loyalty amongst our younger audience.”
Pho is now creating Pho ‘geo-filters’ for each of the Fresher’s fairs at university towns where it has a presence (London, Manchester, Birmingham, Brighton, Leeds, Cambridge and Bristol).
The spokeswoman said the company would also continue to use its Snapchat channel to announce the launch of new dishes and restaurant openings first – before any other channel.
Pho has also just signed a partnership deal to trial the Zapper mobile payment app in six of its restaurants nationally across the UK.