‘Restaurant Revival’ is multifaceted campaign to support recovery
In a new ad aimed at bringing back diners to the sights and sounds associated with dining out, the National Restaurant Association asks, “Doesn’t dining out sound good?” The ad is part of the Association’s marketing campaign, “Restaurant Revival,” which is a multifaceted effort to engage with consumers and draw them back to restaurant dining rooms.
It emphasizes safety and sanitization, and aims to fully display restaurant operators’ efforts to provide an enjoyable and safeguarded experience to diners.
Restaurants can be part of the ServSafe Dining Commitment to certify their practices. Operators will wear this certification like a badge of honor—it’s a way to reinforce health and safety in the restaurant environment. As they participate in the program, diners can be reassured of operators’ commitment on the ServSafeDining.org website, in addition to using the locator to find participating restaurants.
“This campaign is about reigniting the memories we cherish about dining out,” said Tom Bené, president and chief executive of the National Restaurant Association. “While diners have been able to enjoy some restaurant meals through take-out and delivery, we all have missed hearing the words, ‘Your table is ready,’ and the unique experiences that dining out provides.”
Coca-Cola, DoorDash, Stella Artois, Ecolab, Beam Suntory, Cargill, Tyson, Hormel Foods, International Foodservice Distributors Association, and GP Pro partnered with the Association to activate its first consumer-oriented campaign. Moreover, The Richards Group was pivotal in crafting the look and feel of the ads and collateral, as well as the effectiveness of the storytelling.
Added Bené, “We know safety is top of mind for returning diners — it’s top of mind for us as well — so, the ad pairs the familiar sights and sounds with new visual safety cues, including servers wearing masks and the ServSafe Dining Commitment door decal.”
Many restaurants have seized on the opportunity of delivery, curbside pickup, carryout, catering, pantry items, meal kits and the like, to grow their sales in the off-premises channel. However, many other restaurants that rely on on-premise dining are severely hampered and losing money as sales plummet.
Photo credit: National Restaurant Association (featured preview image: logo)
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