CASE STUDY: From Venetian Royalty to Miami Luxury, A Branding and Marketing Success Story for Lucio Zanon’s High-End Italian Restaurant
CASE STUDY: From Venetian Royalty to Miami Luxury, A Branding and Marketing Success Story for Lucio Zanon’s High-End Italian Restaurant
BACKGROUND:
Lucio Zanon, son of Tullio Zanon, the renowned jeweler of seafood at the Rialto Fish Market in Venice, Italy, had a vision of bringing Venetian luxury and culinary excellence to Miami. With over four decades of experience in the hospitality industry, Lucio knew how to make it happen. However, to succeed in Miami’s competitive food scene, he needed to create a unique brand and marketing strategy that would captivate Miami’s diverse and sophisticated clientele.
CHALLENGE:
Breaking into the Miami food scene was a considerable challenge. The restaurant industry is competitive, especially in Miami where foodies, culinary enthusiasts and tourists are on the hunt for the best cuisine the city has to offer. Establishing a brand that captures authenticity and excitement was no easy task. Furthermore, we had to communicate the brand’s narrative to a diverse audience while staying true to its Italian heritage and coastal feel. The website and social media also needed to stay aligned with the brand image while catching attention in the bustling digital market.
PROCESS:
Our branding process began with understanding the brand’s identity and values. Inspired by Venetian history and the sophistication of Miami, Lucio chose a logo that embodies authenticity, elegance and vibrancy. The restaurant’s interior was designed to create a luxurious coastal Italian ambiance with intricate Murano glass details and fresh flowers. A photoshoot featuring dishes that blended Venetian flavors with Miami’s tropical flair was essential for creating social media and website content that resonated with the Miami market. This process ensured that the brand stood out, and it would leave a lasting impression on the customers.
The website also featured illustrations of the 2525 Ponce de Leon Blvd. building at night to give the restaurant a distinct look and a video capturing an Italian coastal experience in the middle of the city.
The marketing strategy was heavily focused on social media, events and press outreach. Instagram became the best platform to engage with Miami’s food scene, and journalists were eager to try and write about their experience in various local publications. We used hashtags to reach new audiences and increased followers by regularly posting enticing content and stories. Additionally, the website design and copywriting captured the restaurant’s essence and values while enticing visitors to book a reservation and leave a review.
RESULTS:
The initial months of Tullio’s operation showed encouraging signs of success, as the business managed to reach an average seating occupancy rate of 75% every day. Additionally, the average total cost for an individual’s meal and service was found to be 25% higher than what is typically expected in this particular industry. Furthermore, within its first three months, Tullio gained substantial attention and online presence on social media, notably on Instagram, where they gathered more than 1,000 followers in the first month and media coverage in Miami New Times, Edible South Florida, South Florida Business & Wealth and Coral Gables magazine.
IMPACT:
Our work helped establish Tullio as a rising star in Miami’s food scene. The distinct branding stood out in Miami’s crowded food market. Tullio’s social media strategy bolstered its online presence, expanding its reach to attract a broader demographic. Social media presence and engaging content contributed significantly to attracting new customers, and the website provided essential information for first-time visitors, prompting them to make a reservation, thus increasing bookings and raising the average bill value. Overall, Tullio’s distinct brand identity and robust online presence are a testament to the impact of a comprehensive branding and marketing strategy in the restaurant industry.
