Australasia: winning the digital loop

WHAT IT IS?

In the district of Manchester, a subterranean restaurant really shows how the presence of social influencers and an aesthetic social media can make it become the ”cool”, fashionable, and ”place to be” restaurant. The restaurant itself is very sophisticated and elegant and the food comes in very beautifully prepared dishes, perfectly to be photographed and everything is visually coherent for their digital strategy.

WHY IT´S COOL?

• What stands out from their social media strategy is the presence of social influencers. They give credibility to the place as influencers are trusted by their followers, they create engagement, create a sense of belonging to the place, and makes the audience associate the restaurant to being the latest trends. They share user generated content by showing videos and photos of celebrities enjoying their time.
• They create digital engagement with their audience to create a loyalty loop: they constantly organize digital competition to win a free lunch/dinner and participate to seasonable offerings. As they are 100% digital competition, Australasia ensures in this way that their audience is constantly engaging, creates a long – term emotional relationship and maximizes the lifetime of their followers, for the winners of the competition it will forever be a memorable experience to tell to their community therefore also promoting word of mouth marketing.
• Social media is the perfect place for a restaurant as visuals are everything and Australasia use of it is a perfect example: the colors – of the restaurant , social media page, and food dishes – they are all neutral colors to make everything coherent and visually appealing. The restaurant design Is elegant, sophisticated and modern. All the visuals of Australasia create an experience itself, and it is known that diners pay more when its experience is aesthetically pleasing and instagram worthy.

WHY IT HAS FUTURE GROWTH POTENTIAL?

The future for Gen Z is not – boring, therefore the restaurants that put an emphasis on engaging digital content and aesthetically instagram worthy visual are the future. The use of influencers also has shown brands that it really create a bond between their followers and the brand as they are seen as trustworthy and digital loops are essential for sustaining long term emotional connection with the audience online and increases their lifetime value. As customer expectations rise in the digital age, a well-designed loyalty loop, appealing visuals and good use of social influencer, they keep businesses competitive, attractive, cool and capable of fostering deeper connections with their audience.