Bom Gourmet Award becomes a good marketing strategy for winners. know how

Large posters posted on the outside, promotions, reminders on the menu, pinned posts on social media and more party. All this and much more was done by establishments that won the 2023 Bom Gourmet Award, presented by Gold Food Service, — whose awards took place on August 28th and recognized the best in Paraná gastronomy in dozens of categories — to convey a single message: champion is back, and it’s us! Once the euphoria had passed, those responsible for the restaurants focused on communicating to the public and thanking them for the victory.

Jaqueline Tonieto, owner of the Villa Bistrô restaurant, champion in the Sandwich category, at Sabor Popular, had personalized t-shirts made with the phrase “The Champion is Back”, the motto for this year’s Award. The special uniform was used during a celebration held for the team and their families, as a way to celebrate the victory.

“The Award has been the most anticipated moment of the year for us for some time now. Winning is very important for the consolidation of the brand and for our daily delivery to customers. The celebration was a way of thanking and recognizing everyone who works with us, as the award belongs to all of us”, she says.

Furthermore, before, during and after the Awards party, the administration made many posts on social media.

For Maiara Kososki, professor. dr of International Administration and Marketing at the Pontifical Catholic University of Paraná (PUCPR), the strategy adopted by Tonieto is correct. The expert remembers that, firstly, the establishment must communicate the milestone in an authentic and genuine way. “It’s interesting that he shares the journey that led to this, giving credit to the team, suppliers and customers. Offering a unique experience, like a celebration party or a limited edition of a product is a good idea,” she advises.

The protagonist on sale

Few ways please fans of a product or restaurant more than a promotion. To thank for the nominations and votes that won the trophy for best Bread and Dumpling in the city in the Sabor Popular stage, Jabuti Bar sold the main dish of its success for half price on the Friday following the award. As a result, they saw sales increase by 600%.

The increase led to a fixed promotion being launched based on the results of the Prize: every Tuesday during happy hour, when purchasing a bread and cupcake, the customer receives another at half price. “I believe that these promotions are a way of thanking people for their votes, making customers, partners and friends also feel like they belong to this victory”, points out Marcelo Toshio, co-owner of the bar.

How to use the Prize in favor of business

An award is a tangible recognition of the quality excellence of an establishment, and therefore it is a very powerful tool, an asset for a marketing strategy. This is what Professor Maiara explains, who gives other tips on how to use the victory well and result in a better image or more customers:

• Make a lot of noise on social media, with a live broadcast of the Award, varied posts and reminders over time;
• Organize a celebration party and invite staff, loyal customers, influencers and the press;
• Display the victory seal on all the establishment’s promotional materials, at physical points of contact, such as the menu, placemats and on tables; and in digital media, such as website, email and broadcast list;
• Strengthen ties with customers by inviting them to share their stories with the establishment on social media, linking this to the prize;
• Encourage face-to-face feedback on the winning product. After all, maintaining quality guarantees more awards.

Check out all the winners of the 2023 Bom Gourmet Award here.