15 Nov Havana Grill’s 2023-24 Annual Case Study
About Havana Grill
Nestled in the bustling heart of San Diego, California, Havana Grill has captured the hearts of locals since its inception seven years ago, founded by Sandra Cardet and her son, Alexander Vara. Their steadfast dedication to infusing Cuban cuisine with vibrant flavors and a health-conscious approach distinguishes them from the rest. At Havana Grill, they firmly believe that Cuban cuisine, renowned for its exquisite flavors worldwide, can also be nourishing. Moreover, what sets Havana Grill apart is their unwavering commitment to preserving familial customs, with cherished recipes passed down through generations. For further details about Havana Grill, kindly explore their website and social media platforms linked below.
Havana Grill
San Diego, CA
https://www.havanagrillrestaurants.com
Facebook, Instagram, TikTok
Grand Opening of Mission Valley Location
Havana Grill in San Diego, CA enlisted the services of Embark Marketing for the launch of their second location and the introduction of a fresh social media strategy. To mark the grand opening of their Mission Valley establishment, we crafted a comprehensive campaign supported by social media marketing, influencer collaborations, and public relations initiatives.
Grand Opening Campaign
The grand opening of Havana Grill’s second location took place on Saturday, June 10th, 2023, featuring enticing all-day promotions such as complimentary Champagne upon arrival, $5 Mojitos, and $5 Passion Fruit Mimosas, leaving customers eagerly anticipating the event.
Influencer Collaborations
Trade Influencers Partnership
Embark Marketing prompted the Havana Grill team to extend invitations to local influencers, urging them to showcase the new restaurant on their social media channels for heightened visibility. Upon agreement, influencers were offered the opportunity to sample 3-4 dishes with a guest. We were able to arrange for 6 influencers to experience the new spot firsthand. Below are samples of influencers Havana Grill collaborated with:
SD Foodies Social Media Paid Influencer Partnership
The co-owners, Sandra and Alex, had already established a connection with one of San Diego’s prominent influencers, SD Foodies, operated by Chris and Ashley. Embark Marketing encouraged a collaboration between the two teams. With an extensive following of over 290k and a proven track record of producing top-notch content and results, Chris + Ashley emerged as an ideal partnership candidate. Recognizing the synergy between Havana Grill’s visual appeal and culinary vision, we viewed this collaboration as a substantial opportunity to increase brand visibility, strengthen social media presence, and elevate audience engagement.
Targeted Ads
Drawing from the content provided, Embark Marketing implemented a social media advertising strategy, spotlighting targeted ads tailored for the San Diego community across Facebook and Instagram platforms, with a budget allocation of $300. These ads prioritized video views, local outreach, page likes/follows, and post engagement as their focal points.
Public Relations
Embark Marketing devised and executed a targeted public relations strategy aimed at promoting and fostering awareness for the opening of Havana Grill’s second location within the local community.
Sales & Results
The grand opening exceeded expectations, generating over $25,636 in net sales during the opening weekend. Encouraged by this success, the Havana Grill team opted to extend their collaboration with the Embark Marketing team, proceeding with initiatives in social media management, email marketing, and reputation enhancement.
Social Media Management
Strategy
Embark Marketing undertook the task of revamping the restaurant’s social media presence by focusing its efforts on Facebook and Instagram, two key platforms. This selection was deliberate, aiming to engage the local audience in America’s Finest City effectively while also increasing visibility among regular patrons and incoming tourists. A pivotal aspect of this effort involved shaping the brand’s visual identity and distinctive tone. This initiative prioritized the development of fresh, captivating content, utilizing professional photography and videography. Additionally, a digital advertising strategy was rolled out across all social media platforms to enhance brand awareness. Furthermore, the Embark Marketing team encountered the obstacle of beginning anew with Havana Grill’s Instagram account, which had become unreachable. Later in the case study, you will witness how the team successfully expanded the account’s following from 0 to 12,000 followers.
Content Creation
In response to the evolving social media landscape and insights from internal research, Embark Marketing opted to utilize a blend of photo and video content that best showcases the ambiance and cuisine. Although we received photo content from a previous photographer, we effectively incorporated videos into our social media strategy by leveraging both content received from the in-house team and social media influencers, repurposing content to enhance engagement.
INFLUENCER CONTENT
Note: Credit was provided in the comments.
IN-HOUSE CONTENT
Social Media
Located in San Diego, this beloved Cuban restaurant attracts a diverse clientele, encompassing both younger and older demographics. Embark Marketing’s primary goal was to boost engagement and broaden the follower base across all social media platforms.
From April 2023 to March 2024, our Instagram follower count skyrocketed by 12,021 upon the launch of our new account. We observed a significant increase in engagement, reaching 19,169. Impressions also saw remarkable growth, hitting 1,024,332.
What does this mean? With the increase in followers on Instagram, evidence shows that the business continued to gain support from tourists & local patrons as we continued to provide engaging content with the increase in posting frequency.
In the last year, Havana Grill’s Facebook page gained an additional 2,340 likes. What does this mean? The growth of followers on Instagram has played a pivotal role in Havana Grill’s expansion, indicating loyalty from both existing and new patrons. Users actively engage with the regularly posted content, contributing to an overall enhancement in the business’s performance.
TIKTOK
Although TikTok wasn’t our primary focus, the platform’s popularity prompted us to establish a brand account. Embark Marketing consistently posted 1-2 times weekly using video content we developed. Havana Grill’s follower count has risen by 9 users, garnering 171 likes. Each video typically receives more than 400 views on average.
Reputation Management
In the food and beverage sector, it’s crucial to uphold a brand’s digital visibility on review platforms like Yelp, Google for Business, and Facebook. Over 94% of restaurant-goers rely on online reviews when making dining choices, greatly impacting a brand’s search engine optimization (SEO) ranking.
As we launched the grand opening of their Mission Valley location, we were able to excel at real-time communication of customer sentiment, ensuring the new establishment stays on track. By promptly conveying what guests love and addressing any issues they encounter, we provide invaluable support in enhancing the overall guest experience and maintaining a positive reputation from day one.
Operating two establishments in San Diego, Havana Grill garners regular reviews owing to its prime locations. Embark Marketing takes a proactive approach in promptly addressing both favorable and unfavorable feedback, striving to maintain a positive online customer sentiment. As of January 2024, both establishments enjoy a favorable reputation. Boasting an average rating of 4.3 stars on Google, 4.3 stars on Yelp, and a 4.4 rating on Facebook.
Email Marketing
The client diligently expands their email database, now comprising more than 7,000 contacts. We devised and executed an email marketing strategy, distributing a monthly newsletter highlighting upcoming promotions and specials. This approach enabled Havana Grill to maintain vibrant engagement with interested patrons, enticing them to visit the restaurant and savor delightful cuisine.
Moreover, we took proactive measures to encourage more customers to join the email list through targeted social media campaigns and on-site promotions. As we implemented this strategy, we witnessed significant growth in Havana Grill’s email database. Consequently, there was a notable increase in both the number of subscribers and in-store sales, resulting in over $9,153 generated solely from the monthly email campaigns and automated email campaigns.
Sales Analysis
Havana Grill’s second location in Mission Valley has shown impressive performance, achieving nearly $3 million in net sales within just one year of opening. This signifies strong demand and effective marketing strategies in capturing the market’s attention. Meanwhile, their original location in Clairemont experienced a notable 12% increase in sales, indicating sustained growth and customer loyalty. These results highlight Havana Grill’s successful expansion efforts and their ability to thrive in competitive restaurant markets. With such promising figures, Havana Grill is poised for continued success and further expansion opportunities.
Conclusion
For many years, Havana Grill has been an integral part of the San Diego community, crafting authentic Cuban cuisine sourced from organic and local ingredients whenever feasible. Over time, they have gained recognition for their family-owned establishment and distinctive Cuban recipes. With the successful opening of their second location in Mission Valley, bolstered by digital support through social media and email marketing, the brand has rekindled its connection with the community and emerged as a prominent player in San Diego’s culinary landscape once more. Their achievements were underscored when San Diego Magazine honored them as one of San Diego’s Best Restaurants of 2023. We are confident that by maintaining consistent engagement with their patrons and potential guests through email marketing and social media, the restaurant locations will continue to flourish.
Want to learn what we can do for your restaurant, bar, franchise, or food hall? Contact us today for a complimentary analysis of your food and beverage business.