Eataly: “It’s Difficult to be Simple”Posted: March 28, 2012 | |
It’s officially spring here in New York City. With a recent heat spike last week, the weather has started to warm up. Empty tree branches have finally been replaced with blooming flower blossoms. It was definitely a good weather to have an afternoon walk around Manhattan. Although this week has been cooling up again, still, spring is just around the corner. Get excited!
To begin my spring adventure, I would like to introduce you to the world of Eataly. If you are an Italian food fanatic or Italian atmosphere admirer, this place is the right place for you. It’s located on the 23rd street between 5th and 6th avenue right by Madison Square Park. You can literally walk from the park to Eataly, perhaps after your Shake Shack meal. It’s super convenient. Eataly offers varieties of Italian dishes in every section of its area space. You’ll see a coffee bar by the entrance, fresh meat and dessert aisles right next to it, dining areas in the middle and kitchen appliances at the end. Basically, it’s a giant mixture of Italian restaurant and grocery store. Clearly, it’s difficult for Eataly to be simple since it has many “Italian” things to offer!
Currently, Eataly is pretty active in interacting with its audiences through different social media platforms like Facebook, Twitter, Pinterest, Foursquare and Yelp. They want their customers to be well informed in terms of their brand, food, events, employees and public reviews. I’ve been a huge fan of Eataly since the moment I’ve tasted their signature cappuccino and burrata. Now, with many platforms to follow, Eataly will sure to always keep me updated.
Eataly’s Facebook page is constantly being updated. By adopting Facebook’s new Timeline feature, Eataly’s page has been more attractive and easily accessible for current and potential customers. By looking at its cover photo, you can already associate the place with “something” Italian. Those pastas look incredibly tasty and delicious. Currently, Eataly NYC has 22,233 likes and 683 people talking about the place. It’s a pretty good statistics. When you like the Eataly’s page, you’ll be able to see its basic information (like address, phone numbers and store hours), public recommendations and timeline updates. Also, you’ll be able to send them a message. Therefore, customers will be able to express their thoughts and concerns “privately” without having them to write it on Eataly’s Facebook wall. The timeline updates include the announcement and publication of old and new products, events, chef collaborations, celebrity guests and news on employees. Similarly, Eataly’s has offered the same content and features through its Twitter account.
Among all of the updates, I was totally amazed on how Eataly announced a terrible accident on one of its employees by providing a short obituary through these two social media platforms titled: “In Loving Memory of Amos Veloz.” It’s shown how Eataly’s employees are equally as important as its customers. Through this memoir, the public is well informed about Eataly’s internal communication between the company and its employees. Overall, the company has elevates the use of top social media platforms to the next level. Not only that the company uses it for branding and marketing strategies but also for its internal communication.
Moving on to other platforms, you can also spot Eataly on Pinterest. Although, it’s a pretty new platform, Pinterest has reached 12 million registered users according to App Data. Eataly’s Pinterest page is also new, but I am pretty sure that there will be more interactions coming to its page. There are many ways for Eataly to create more traffic to its page. Here are some of my recommendations:
- Post pictures of new dishes on the menu
- Invite famous Chefs to post pictures for their favorite dishes, ingredients or recipes
- Pin pictures from other food bloggers
- Pin pictures from Eataly reviewers
- Invite the members to comment or pin Eataly’s pictures through Facebook and Twitter so they are aware of Eataly’s Pinterest
- Tweet Eataly’s recent update on Pinterest
- Link Eataly’s recent update to Eataly’s Facebook page
Surely, there are many other ways that can be as effective. Together with Facebook and Twitter, Eataly may have created an effective and collaborative effort between its management, staff and customers to share about its brand and restaurant.
Lastly, many people have already checked in at Eataly through their Foursquare account. Some of them have also uploaded yummy pictures to let us see their unique experiences at Eately. Once you checked-in at Eataly, you’ll see a “check-in special” reward for your visit. So, you’ll get rewarded for sharing your current location with your friends. I’ve checked in once and used the special reward right away. The Prosecco was tasteful. So, on your next visit, don’t forget to check in and you’ll get rewarded!
Overall, Eataly is the closest thing to Italy you’ll ever get in New York City in terms of food. It’s been popular among the New Yorkers. I believe that once Eataly has added more pins into its Pinterest page and maintain such a great company culture, Eataly will excel in its branding and marketing strategies. Not only that Eataly will be famous among the New Yorkers, but it will be known across the nation and the world.