This week’s Help this Hound question is from Timothy Nishimoto, owner of Vino Paradiso Wine Bar & Bistro in Portland, Oregon:”I’m in a PR quandry. I hope you and your readers might be able to give some advice.
“Several months ago, you posted my first question in Help This Hound, asking how I could capture media attention for the food at my wine bar (we just celebrated our sixth anniversary) so that the community of Portland will know that we are not just a great place for wine, but also for dinner.
“One reader suggested we change the name of the business to reflect a focus on food. This is something I’d thought about for a few years, but that comment has stuck with me, and now I am ready to take the plunge and change the name, the focus of the food program, and our chef, who starts this week.
How to Create a Buzz?
“My question is this: What would you suggest I do to create a buzz before we actually execute these changes? I would like to treat this much like a new restuarant opening. But, of course, this is much different than many restaurant openings. We are hoping to capitalize and build on the great reputation we’ve gained over the past six years.
“I know that creating a buzz before you open a business is key, but the PR Buzz Game has changed so much since I opened my place, with social media and food blogs now being so influential in that game. Has anyone out there attempted a transition similar to mine, created a buzz, and become successful with it? I do have a brilliant idea, but more about that later.
“With regards to press releases, I know that good timing is essential. I understand that creating a buzz before any changes happens is kind of key, too. My chef starts this week, but he is not comfortable putting it out there until he has the food totally dialed in. I have used social media to spread the word that we have a new chef, and there is already some buzz, but I want to generate a louder buzz.
Emphasis on Italian Food
“The changes will include the new chef with a pedigree—a focus on the cuisine of Piedmont, Italy—and the name change, which brings me to my PR idea.
“I would like to sponsor a contest to find the perfect name for the business, and offer $500 plus a $100 dinner certificate to the person whose name we end up using. I think all of the local restaurant/food bloggers would end up writing about the contest. I’d also give them our press release explaining why we’re making the changes, and details of the contest. Who wouldn’t open that press release with the hopes that they can win an easy $500? This would create a buzz, I think, because anyone who submits a name will be waiting with anticipation, right?
“The main question regarding the press release is when I should release what information? Does it all have to be at the same time? Or should I leak a little at a time?
“I hope you can help!”
“Several months ago, you posted my first question in Help This Hound, asking how I could capture media attention for the food at my wine bar (we just celebrated our sixth anniversary) so that the community of Portland will know that we are not just a great place for wine, but also for dinner.
“One reader suggested we change the name of the business to reflect a focus on food. This is something I’d thought about for a few years, but that comment has stuck with me, and now I am ready to take the plunge and change the name, the focus of the food program, and our chef, who starts this week.
How to Create a Buzz?
“My question is this: What would you suggest I do to create a buzz before we actually execute these changes? I would like to treat this much like a new restuarant opening. But, of course, this is much different than many restaurant openings. We are hoping to capitalize and build on the great reputation we’ve gained over the past six years.
“I know that creating a buzz before you open a business is key, but the PR Buzz Game has changed so much since I opened my place, with social media and food blogs now being so influential in that game. Has anyone out there attempted a transition similar to mine, created a buzz, and become successful with it? I do have a brilliant idea, but more about that later.
“With regards to press releases, I know that good timing is essential. I understand that creating a buzz before any changes happens is kind of key, too. My chef starts this week, but he is not comfortable putting it out there until he has the food totally dialed in. I have used social media to spread the word that we have a new chef, and there is already some buzz, but I want to generate a louder buzz.
Emphasis on Italian Food
“The changes will include the new chef with a pedigree—a focus on the cuisine of Piedmont, Italy—and the name change, which brings me to my PR idea.
“I would like to sponsor a contest to find the perfect name for the business, and offer $500 plus a $100 dinner certificate to the person whose name we end up using. I think all of the local restaurant/food bloggers would end up writing about the contest. I’d also give them our press release explaining why we’re making the changes, and details of the contest. Who wouldn’t open that press release with the hopes that they can win an easy $500? This would create a buzz, I think, because anyone who submits a name will be waiting with anticipation, right?
“The main question regarding the press release is when I should release what information? Does it all have to be at the same time? Or should I leak a little at a time?
“I hope you can help!”
Hey Tim!
Congratulations on taking this bold re-naming step. And you’re right to reach out for others’ opinions in discovering the new name for your wine bar. Names are really important. Just ask any kid whose parents blessed him/her with an unusual name!
There’s a short downloadable article on the “Resources” page of my website called “What’s in a Name?”. It might give you some insights into the naming process and some cues on what to think about when deciding which name you want to choose.
Please keep us up to date on how things progress. You know you have us all intrigued now!
Patricia, I checked out your “What’s in a Name?” section. Thanks!!
Bistro Vino Paradiso
and Tim, if you choose my suggestion, would you like to ‘team up’ for a Valentine’s Day Special that would include a Hide A Heart for couples dining at Bistro Vino Paradiso? If so, contact me at info@hideaheart.com and let’s talk about a little ‘cross promotion’!
How ’bout ‘Vino & Vittles’?
Or Red White & Chew!
Let’s see what Terry thinks. Terry?
Love it!
Building ‘anticipation’ for the contest details could be a really good idea Tim.
I would like to know more about your restaurant. What kind of decor and tables do you have? Tuscan decor is very chic right now and it would fit in with the vino and bistro type restaurant, a place for food and fun with friends.
I think courting the local food writers/bloggers is key to creating advance buzz. Invite them–when you, the food, and your chef are ready–to an advance, food-writers-only tasting. Close the restaurant for an evening (if possible) to make it even more exclusive, or hold a kitchen dinner for them if closing would be a hardship. Invite them to screen the new menu and taste the food with carefully chosen wine pairings (perhaps the new menu could include a wine pairing suggestion for each entreé). Each tabletop should have something in the center with the message about the re-naming.
While you’re at it, deliver the invitations personally to the food writers, if possible, making the invite very unique and special, perhaps a box or basket or giant wine goblet full of treats. Maybe obscure the labels of the goodies you include in the invitation, to drive home the “we’re re-naming our establishment” message. Something simple, a black label with a white question mark or something. Brand the contest, “What’s In A Name?” and have that on the labels and all of your marketing and PR.
Good luck!!
Kathrine’s suggestion is to the point and certainly keeps the old name w/a twist. My suggestion was Cucina Paradiso – sort of a play on Cinema Paradiso. Good luck!
Isn’t there a lot of value in the brand recognition you have worked so hard to establish? And you have a web domain name, too. It would be a shame to change things too much so that you lose the benefits of what the public already knows.
Here is my reaction to your current name (Vino Paradiso: A friendly wine bar and bistro).
Using “vino” and “wine” is a redundancy, but not a felony. It would indeed be nice if you could eliminate the repetition. “Bistro” is actually a French word, although perhaps not everyone knows that. Using a French word might detract from your desire to communicate the new Italian menu.
I most favor retaining your main name and perhaps just changing the subtitle. Some ideas: “A friendly wine bar and restaurant”; “Heavenly wine and food”; “Heavenly wine and food pairings”). You might even consider “Vino Paradiso Restaurant.” It says it all.
There is a very popular and long-standing burger joint in Davis, California that was called, “Murder Burger” – I think the name was originally about butchering the beef. For obvious reasons, they also decided to change the name. They too held a contest.
I remember the contest because my brother-in-law (in college at the time) and all his buddies were thinking of names to win free food. I think the winner got a burger a week for a year, or something like that. The name was changed to Redrum Burger which is brilliant if you’ve seen the Shining and is perfect for this college town. I chuckle everytime I see the sign and always remember the contest.
Contact the owner or do a Google Search on the contest. It couldn’t have been more than 5 years ago, so there is likely to be some advice and contact information available.
Good luck!
Shelley, I did check out the Murder Burger contest on your recommendation! I have been hearing more and more about other companies that have done contests for names, which is comforting, in a way. Thanks!
I would create a “buzz” for your PR through a build process. I would divide your efforts into two parts: your patrons and your chef, through professionals-food suppilers and food bloggers/foodies.
PATRONS
1) Announce the new chef and the menu change through your Facebook page. Then record the progress of the menu and maybe the re-decorating process?
2) I would emphasize a name change to “The Paradiso”, and use a positioning line to explain what your new business model will be …like “the best pairing of vino and cucina in Portland”.
3) If you want to run a contest, do it for design work of a logo that could go on the menu, napkins, everything- which is worthy of $500 and for an artist, a page in his/her portfolio. The winner would be included in all the PR of the restaurant- even beyond the design of the new logo.
4) Pass out “reservation cards” to all the patrons you recognize. Find a gorgeous Italian leather blank page book- take a photo and record the email of the the recipients- give them a unique number. Guarantee that they will be able to get a Friday or Saturday night reservation when the restaurant is formally launched.
5) Create a “panel” of your very best patrons that your chef can use for “private tastings”, and get valuable feedback as you re-design the menu. Get their input on things you should save about your current operations, and things that might have to change with the new business model.
CHEF
1) Give him help immediately. Take him to your competitors for dinner, help him get a feel for the demographic and current food expectations of Portland.
2) Have one-on-one meetings with potential food suppliers and wine distributors, and help him to know what is available and with whom he’ll be dealing. These should be over wine and a sampling of what the chef wants to present- early buzz from professionals.
3) Make a big deal of his joining on FaceBook. Invite some local chefs to a special wine and appetizers introduction at “The Paradiso”.
4) Have an introduction party for your best patrons to meet the new Chef- again wine and a sampling of his favorite dishes.
5) Get him on local TV with a simple menu for an upcoming holiday, romantic dinner for two, first time cook’s menu, etc.
6) Have cooking classes (demonstration) for your patrons.
7) Celebrate all Italian holidays- maybe make up special occasions and menus for promotion.
8) Celebrate special wine purchases with wine tastings matched to food tastings. Call it “Paradiso’s Pairings”.
FORMAL OPENING
1) Get wine, food and Italian products to help sponsor your 2-3 day opening- tourism, shoes and leather, local department stores with their suppliers- CROSS promote every chance you get. Have a night for your patrons- have a night for the foodies and bloggers.
Once the restaruant gets going, you can run a “like” campaign on FaceBook. Your chef can blog every time you have a special promotion- new dishes or month long celebration of food. You too can blog about wine.
PR shouldn’t be for special events or formal openings- it is an everyday job on FaceBook and social media, and gives you the consistency that every restaruant needs. When you create events or promotions, it is to help with a slower than usual sales cycle or to take an opportunity from a food vendor or wine supplier. Or just to have a little fun!
Make sure your service is at its top performance and your atmosphere is still terrific- the dining out experience is really as much about those two critical areas as it is about the food.
Good luck- and have fun!
The brand is not created but developed. The process are simple to understand but difficult to implement, if one doesn’t have a clear mind. The steps to place a brand:
1. Make people ‘feel the brand’ – to make an idea into a brand and create a story around it. A good brand always tells a good story and involves TGCs (target customers) in to that story. This results in the people start relating the brand. Just like a moral of a good story, a brand is a promise to the customers about a certain product, service or kind of value.
2. Make people ‘experience the brand’ – make them realize that the value of the promise put forward by the first step is not shallow. It is done through collaterals, product and BTL/ATL strategies.
3. Brand Recall and Loyalty – if one takes care of the first 2 steps, the third one is always a success.
I have been in hospitality business for the last decade and have created almost 500 brands all over India, Dubai and USA.