by Tori Morris and Maddie Carlin
The recent opening of restaurant Boston Chops Downtown Crossing and its $10,000 “Instagram table” has a lot of people talking. Designed exclusively for food photography, the first restaurant “Instagram table” in the country includes unique features such as movable lights and color temperature settings. To ensure guests capture the perfect Instagram photo at Boston Chops Downtown, Chris Coombs and Brian Piccini worked with social media influencers, architects and photographers when creating the table.
As launch experts, we have a lot to say about the buzz surrounding the restaurant opening. Here are a few key takeaways:
Create something revolutionary.
According to our CEO and Launch PR® leader Joan Schneider, breakthrough ideas will lead to breakthrough success for your launch. “The new restaurant has received extensive media coverage, not only in the largest Boston outlets but also in national outlets like Forbes and the Los Angeles Times,” she said. “The news is in the first-ever Instagram table, rather than the opening of just another steakhouse. The lesson here is that with a little creativity, you can take something ordinary and turn it into something extraordinary.”
Incorporate influencers strategically.
Influencers will increase exposure for your product regardless of which platform they use. But some platforms are better suited for products than others, and strategically selecting social media channels can make a big difference in terms of how many people see your new product. Coombs and Piccini chose the most favored platform among influencers; according to survey results from influencer platform Zine, almost 80% of influencers favored Instagram over other platforms.
Encourage user-generated content.
Boston Chops Downtown Crossing can expect their guests to continue to visit and post photos, even when they aren’t seated at the designated Instagram table. The décor was created to include “Instagrammable moments” throughout the restaurant, encouraging user-generated content that will spread the news about the restaurant through word of mouth. “The post-launch period is often overlooked, but it’s so important for ensuring a product’s success,” said Joan. “Your target audience never goes away, but their awareness of your product can easily disappear with so many other competitors fighting for their attention.”