THELAB

TYPE

Brand Launch - Food & Beverage

DESCRIPTION

TheLab is an unconventional burger joint in Milan, Italy.

YEAR

2018

CHALLENGE

A Milanese burger joint, which knew how to make AMAZING burgers and had over the top customer service, but it was almost always empty: theLab – Unconventional Burger Experience.

SOLUTION

01

We set up a photo shoot.

02

With those pics, we started rebuilding the Instagram and Facebook pages.

03

We had a small investment of ~€30 (seriously) and promoted the new posts to have some engagement on our posts.

04

Then we reached out to local micro-influencers on TripAdvisor and Instagram offering them a meal in exchange for their honest review (even if it was going to be a bad one).

05

People started coming, including international customers, and they loved it! We asked them to leave reviews on Google and TripAdvisor in their own language.

TripAdvisor Ranking Tips:

01

The review of people with a lot of reviews has a higher impact on the ranking.

02

Having reviews in different languages will help the ranking.

A restaurant that once was quiet on a Friday night now has seen a line of customers even on a Tuesday night. The customers who want to have an Unconventional Burger Experience.

RESULTS

ACHIEVEMENT

DATE

Opening of the restaurant

December 2017

The Armin Bar (NYC|Milan) partnership

1 June 2018

62.5% increase in revenue (compared to May 2018 revenue)

July 2018

#1 ranking of all the restaurants in Milan on TripAdvisor

August 2018

300% increase in revenue (compared to May 2018 revenue)

September 2018