marketing a bar bistro a case study
CG_Woolpack_Case_Study
Mar 19, 2016
marketing a bar bistro a case study The client had decided to attract more customers and lift the profile of the business with marketing that truly reflected the quality and difference that was unique at the Woolpack. The Woolpack Bar & Bistro in Fryerning, Essex is a family affair, where they do things a little differently. The atmosphere is friendly, the food excels and the setting is so English.
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marketinga bar bistro
a case study
The Woolpack Bar & Bistro in Fryerning, Essex is a family affair, where they do things a little differently. The atmosphere is friendly, the food excels and the setting is so English.
The client had decided to attract more customers and lift the profile of the business with marketing that truly reflected the quality and difference that was unique at the Woolpack.
our brief
Stage 1 - Branding
The Woolpack is a very unique experience as you will find upon visiting. Its setting and historic significance to the area is part of its charm, and a brand and logo needed devising to portray this experience. A traditional, smart logo that exudes quality and underscored the values was created.
logo
Another key asset to the identity of the Woolpack was its position in Essex. Tucked away behind Ingatestone it commands a beautiful setting in the heart of the Essex countryside. For the new business they wanted to attract from further afield, a map needed to be carefully created to guide them to their door. This too had to reflect the charm of the Woolpack, and its setting.
map
Stage 2 - Photography
Good photography will capture the ambience, set the mood and do justice to a venue. Visitors to the Woolpack are charmed by its traditional, yet contemporary and stylish decor. We set aside an afternoon and captured the atmosphere in the woolpack. These images would form the basis of the website and the marketing materials.
photography
menus
Menu
Woolpack Bar & BistroMill Green Road
Fryerning, IngatestoneEssex CM4 0HS
Tel: 01277 352189
www.woolpackfryerning.comOpening Hours:Closed Monday
Tues to Sat 12pm-3pm and 5pm-11pmSunday 12pm - 5pm
Reservations
For bookings please telephone us on 01277 352189
or come along and book in person.
Parties & Large Groups
Our main Restaurant area seats up to 40 diners.
We will be happy to liaise with you to ensure your
party or event requirements are catered for.
Any Dietary Requirements can be Catered
for on Request.
Welcome to the Woolpack Bar & Bistro
Situated in the picturesque village of Fryerning, the
Woolpack has stood at the crossroads of Mill Green
Road and Fryerning Lane since 1879. It sits as a
landmark opposite Fryerning Green, home to a mighty
English Oak tree, offering the first view of the
village from Ingatestone High Street. In keeping with
the community we offer a friendly atmosphere, with
the premise of great food, great drink and great
service. We Look Forward to your time at The
Woolpack, Fryerning...
Bistro Menu
Our menu changes daily to reflect the best of
fresh seasonal produce available. A healthy mix
of traditional British and continental cuisine
which is ever evolving to reflect the seasonal
change in ingredients. We offer a range of varied
meal dishes and a daily fish board to ensure
fresh fish is on the menu with every visit.
The Bar
Offering a fine selection of wines by the bottle or
glass; varying from house wines from Chile, classic
French favourites, popular Italian grape varieties
and flavoursome New Zealand whites - there is
something to suit every palate.
The beers range from the classic Adnams Bitter
to the premium Bitburger, Aspall for the cider
connoisseurs, as well as the old favourite Guinness.
Spirits number from blended Whiskey brands to
rare, aged single malts to entice the taste buds.
A good spread of Gin, Vodka, Rum and Bourbon, as
well as every aperitif to drink alone or compliment
a classic cocktail.
©www.wisdomcannell.co.uk 2009
Stage 3 - Menus and Wine List
At the heart of any great dining experience is the anticipation and promise generated by reading the menu. We created a stylish laminated cover to hold the Bar and Bistros’ own home grown printed inserts, all held together by a quality gold tassel. This allows the woolpack to change menus quickly and easily, and use the covers for all manner of marketing tasks.
wine list
The matching wine list also featured atmospheric and stylish images of the fine beverages on offer along with more images of the setting.
Reservations
For bookings please telephone us on 01277 352189
or come along and book in person.
Parties & Large Groups
Our main Restaurant area seats up to 40 diners.
We will be happy to liaise with you to ensure your
party or event requirements are catered for.
Any Dietary Requirements can be Catered
for on Request.
Wines
Woolpack Bar & BistroMill Green Road
Fryerning, IngatestoneEssex CM4 0HS
Tel: 01277 352189
www.woolpackfryerning.comOpening Hours:Closed Monday
Tues to Sat 12pm-3pm and 5pm-11pmSunday 12pm - 5pm
Welcome to the Woolpack Bar & Bistro
Situated in the picturesque village of Fryerning, the
Woolpack has stood at the crossroads of Mill Green
Road and Fryerning Lane since 1879. It sits as a
landmark opposite Fryerning Green, home to a mighty
English Oak tree, offering the first view of the
village from Ingatestone High Street. In keeping with
the community we offer a friendly atmosphere, with
the premise of great food, great drink and great
service. We Look Forward to your time at The
Woolpack, Fryerning...
The Wine List
Offering a fine selection of wines by the bottle or
glass; varying from house wines from Chile, classic
French favourites, popular Italian grape varieties
and flavoursome New Zealand whites - there is
something to suit every palate.
Bistro Menu
Our menu changes daily to reflect the best of
fresh seasonal produce available. A healthy mix
of traditional British and continental cuisine
which is ever evolving to reflect the seasonal
change in ingredients. We offer a range of varied
meal dishes and a daily fish board to ensure
fresh fish is on the menu with every visit.
The Bar
Beers range from the classic Adnams Bitter
to the premium Bitburger, Aspall for the cider
connoisseurs, as well as the old favourite
Guinness.
Spirits number from blended Whiskey brands to
rare, aged single malts to entice the taste buds.
A good spread of Gin, Vodka, Rum and Bourbon, as
well as every aperitif to drink alone or compliment
a classic cocktail.
©www.wisdomcannell.co.uk 2009
website
Stage 4 - Not just another website
How do you translate the special atmosphere found in a place to an on-line experience that actually makes you feel transported to your table - the place setting, the sounds, the ambience, the experience?
It’s a big ask, but we decided to bring all this to the website. How?
What about if you roll over the wine glass and it fills up? How about the phone rings if you click on it, and brings up the phone number of the Woolpack?
website
We took images of a table as a base image along with an image of the bar. We then found items within the Woolpack to dress each scene, and thereby adding a special level of interactivity to the website.
website
The finished scene: All objects are animated and are interactive so the user can discover the Woolpack for themselves. Background ambience sounds are added.
www.woolpackbistro.com
website
The finished scene: The bar complete will pull-able pumps and sounds of glasses filling.
www.woolpackbistro.com
Stage 5 - Station Posters
To promote the Woolpack at local stations it was agreed to follow the classic styling of period rail posters, once again associating with a bygone age of quality and service. We created bespoke painting of the Woolpack in period setting for use on station posters at both Ingatestone and Shenfield.
station
The finished posters grace the walls of the stations in portrait and Landscape formats.
WOOLPACK
GOOD FOODAND A WARM WELCOME
www.woolpackBISTRO.comMill Green Road Fryerning Ingatestone Essex CM4 0HS
The Woolpack Bar & Bistro is a friendly family affair, where we do things
a little differently. We serve fresh traditional Great British dishes with
more than a hint of the Mediterranean. You can find us nestled in the
Essex countryside just outside Ingatestone and nearby to Shenfield and
the A12. Our Bistro is cosy and stylish , offering a Sunday Lunch menu,
Lunchtime Menu and Full Evening a la carte Menus together with our Daily
Specials board. Mentioned in the Essex Food & Drink guide 2010.
BAR & BISTRO FRYERNING, Nr. INGATESTONE
Tel No. 01277 352189
WOOLPACKBAR & BISTRO 01277 352189
www.woolpackB I STRO.comMill Green Road Fryerning NR. Ingatestone Essex CM4 0HS
GOOD FOODAND A WARM WELCOME
station
Stage 5 - Promotions
To promote special events, correx graphic panels (similar to material used by estate agents) were designed and produced for displaying at key sites locally. Special offer postcards were also produced and circulated along with folding business cards on the tables and at the bar.
LAST
WEDOF MONTH
WOOLPACK
www.woolpackBISTRO.comBAR & BISTRO
Mill Green Road
Fryerning Nr. Ingatestone
Essex
CM4 0HS
SMOOTH
SOUN
DS w
ith‘’MICHELLE &
DEE’
ITALIAN
NIG
HT£253 COURSES
BOOK ON 01277 352189
EVER
Y
promotion
www.woolpackBISTRO.com
CHEC
K WEB
SITE
FOR
LATE
ST O
FFERS
& ME
NUS!
FREE BOTTLE OF HOUSE WINEFOR EVERY 2 SET OR À LACARTE MENU MAIN MEALSPURCHASED TUESDAY TOTHURSDAY LUNCH/DINNER.
*Please produce COPY OF THIS LEAFLET when you order to obtain your FREE bottle of house wine. Offer valid from
Tuesday 16th February to Thursday 1st April 2010.Reservations: For bookings please telephone us on 01277 352189 or come alongand book in person. Any dietary requirements can be catered for on request.
FREE BOTTLE OF HOUSE WINE*
Special Offers
Opening Hours:Tuesday to Saturday: 12pm-3pm and 5pm-11pm.
Sunday: 12pm - 8pm.
Woolpack Bar & BistroMill Green RoadFryerning, IngatestoneEssex CM4 0HS01277 352189www.woolpackbistro.com
GOOD FOODAND A WARM WELCOME
WOOLPACK
Let us make the difference
to your business.
Contact us today for your free consultation
wisdomcannell
Cannell Group,
The Barn,
Old Bourchiers Hall,
Aldham,
Essex CO5 9SE
United Kingdom
+44 (0)845 643 4415
www.cannellgraphics.com