Serving Up Success: The Art of Introducing New Dishes as a Marketing Maven

There are so many exciting things happening at Bolay Fresh Bold Kitchen this week. We're rolling out Olive Oil to all our locations, we're introducing Citrus Chicken Breast, and we're bringing new Garlic Mushrooms to our fresh menu. With all these new changes happening this week, I wanted to share a few insights on what it takes to launch new products effectively, especially when you're a marketing leader in a restaurant group.

Understand Your Audience

Every product launch begins with an understanding of the audience you're targeting. Are they the young, health-conscious crowd? Perhaps they’re families looking for affordable dining options? Knowing this helps tailor the product to their preferences, ensuring a higher success rate. For us, we found that our guests are always on the lookout for healthier options, and this gave us the courage to introduce a higher-cost chicken option and invest in Olive Oil as the cooking base for our brand.

Collaborate with Chefs & Product Teams

As marketers, it's essential to have a close relationship with those creating the dishes. This collaboration ensures that the marketing message aligns with the culinary vision, creating an authentic experience for diners. Bolay's chef is incredibly talented, and a big part of my job is making sure the marketing vision aligns and enhances the food ethos. We're here to inspire our team and our guests to be the best versions of themselves... It's time we made Bolay the best version of itself!

Pilot & Feedback

Before a full-blown launch, consider introducing the new item in a select number of outlets or during specific times. Collect feedback, make necessary adjustments, and then plan the broader rollout. We're big on testing things before they go live, and perhaps, if you're in the Alton or Jupiter area in the Palm Beaches, you've noticed some of these tests!

Storytelling is Key

Every dish has a story - from the ingredients used to the inspiration behind it. Weaving this narrative into your marketing strategy can create an emotional connection with the audience, making them more likely to try out the new product. We're inspired by the narrative of living BOLD, and we're taking a stand with these new products to bring fresh food for all!

Engage through Multiple Channels

From social media teasers to email newsletters and in-restaurant promotions, ensure your message is consistent and reaches your audience wherever they are. While I like to think I do a good job at this, there's always room for improvement and learning.

Leverage Influencers & Partnerships

Working with local food bloggers or influencers can amplify the message. These collaborations often bring fresh perspectives and reach audiences that might not be in your immediate network. We're proud to have a robust influencer network over the past 7.5 years of serving the freshest flavors around! Partnerships all stem from relationships. Don't ever view these interactions as transactional. The influencer guests we have are GUESTS first, and a part of our team second. We'll always make sure to treat our guests with care, and we love making our influencers proud to rep us!

Monitor & Adjust

Once launched, closely monitor sales, feedback, and online sentiment. This data will give you insights into what's working and where adjustments might be needed. We're constantly focused on feedback, employing great tools like Ovation to help us track our guest's satisfaction and connect our operators to our guests.

Celebrate & Acknowledge the Team

Last but not least, recognize the hard work that goes into product development and launch. From the chefs to the kitchen teams, everyone plays a role in bringing the product to the table. I'm proud to be a part of the Restaurant Support Center, as my main mission is to support our leaders in raising sales and creating products we all care about.

Cheers to delicious successes!

Daly Kay Reback

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