In March 2004, Howard Wein, a Food & Beverage expert, helped launch a new luxury boutique steakhouse called Barclay Prime in Philadelphia, US, by using a smart marketing stunt.
Wein knew that good food and great atmosphere are not enough, because:
- 25% of new restaurants fail in their first year, and
- 60% go out of business in their first three years.
(According to the US Bureau of Labor Statistics)
Newly launched restaurants struggle to get the word out that they opened their doors.
Wein needed to generate buzz in a market crowded with steakhouses.
He needed to make Barclay Prime stand out in the crowd.
Wein decided to get people talking about his new restaurant… by using a smart marketing stunt!