TAO Group increases covers with a cross-pollination campaign across 23 locations

How this restaurant group drove brand awareness in a scalable way

Type of restaurant
Restaurant group

Locations
23 locations
in NY, NV, CA

Year founded
2011

23k

Increase in covers due to
OpenTable’s cross-pollination campaign

4k

Increase in new parties
as a result of the campaign

23

Locations the campaign
promoted

TAO Group is a globally recognised hospitality company with over 18 different concepts operating internationally. In New York City alone, TAO Group operates 23 different properties, including Avenue, Beauty & Essex, LAVO Italian Restaurant and Nightclub, Marquee Nightclub, The Stanton Social, TAO Asian Bistro Uptown, TAO Asian Bistro Downtown, and Vandal.

With many eclectic concepts and varying offerings, TAO Group was looking for a way to cross-promote their brands to drive revenue. Justin Levy, Senior Director of Digital Marketing, realised his team was missing out on an opportunity to monetise their contact database further and share how the TAO level of service is available at many more locations.

“Sometimes we did email blasts, sometimes we did newsletters that would talk about upcoming monthly events, but I knew those were not the right avenues for cross-promotional engagement,” Levy said. “People weren’t always realising ‘Oh, LAVO is right down the street, which is another TAO property, I should check it out!’”

TAO came to OpenTable to help find a solution for the missed opportunity. OpenTable’s cross-pollination campaign is designed specifically to drive brand awareness across different concepts in a single group—offering the ideal solution for Levy and his team. The best part of all? It’s totally automated and scalable.

“We are able to set up scalable marketing campaigns, instead of worrying about designing and building 23 different campaigns. Even the automatic syncing of email contacts is incredibly time-saving for us. We just set it and forget it and watch the results, letting our operations people stay focused on providing exceptional hospitality.”

As a direct result of OpenTable’s Cross-Pollination campaign, TAO saw over 23k covers and 4k new parties.

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