Case Study 4

The Bleeding Heart Restaurant and Bistro has been a beloved restaurant with Londoners for more than two decades. In was launched in 1983 by Robert and Robyn Wilson, both of who were former journalists. Despite the cautionary murmur from fellow members of the wine trade that the restaurant and its location would not be successful, it has proven otherwise. The restaurant offers French food in beautiful historic surrounds adding to the overall customer experience despite a lack of promotion and public relations. Which never negatively affected the restaurant as they are known and mention nationally as well as internationally. The writing below will discuss some promotional strategies the restaurant used/didn’t use along with strategies that may help them continue to be a leading force in their industry.

The Bleeding Heart used very little promotion towards their restaurant. The promotion they did use, however, was a combination of elements, which were all huge factors in the restaurants great success. For example, when first opening, the business handed out printed maps, as a form of advertisement, to get customers in. This was not as effective during the first couple of day, but it did get some traffic through the doors, which is what it was intended to do. As soon as customers came in through the front door for the first time, they usually came back, bringing in more customers. Another element the restaurant chose to use was sales promotion. For example they launched a Magna Night, which offered specials on Friday evenings. By offering specials, they were increasing sales on certain items they had contracted for a very inexpensive price. Although Magna Night was very successful for bringing in new customers, it filled up the restaurant so much that regulars couldn’t get in through the door. You want to be able to come up with a strategy that brings in new customers, but you have to be careful not to forget about your older, and very loyal customers. The night was...