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DESCRIPTION
Handmade noodles by Michelin Star Chef Shin Thompson and loud hip-hop music. the name Furious Spoon educates guests on the culturally proper way to eat ramen– “furiously.”
RESPONSIBILITIES
brand strategy, voice & tone, ui/ux, copywriting, content strategy, social media, promotions
ANDERSONVILLE GETS FURIOUS
new restaurant openings are a unique and somewhat dangerous time when it comes to guest experiences. as our seventh opening, my team felt the need to ideate ways to generate hype within the community for a new furious location. we agreed that a social campaign encouraging fans to support the opening was the way to go. as a result, we offered free ramen bowls to the first 100 guests in line. the response was overwhelming, and we found that we had given away the first 100 bowls just 30 minutes after opening. luckily, we had a videographer on-site to capture the magic. the video received over 10,000 views just a day after being posted and was instrumental in generating an opening buzz around the new location.
FINDING OUR VOICE
our social strategy utilized a variety of colorful, high res photography, animated GIFs, and contests to encourage engagement. since joining the furious team I implemented monthly social calendars categorizing posts into focus areas designed for specific responses. with strong content came a playful brand voice oftentimes using trendy hip-hop or culturally relevant references to elicit a strong and viral response.
UI/UX
over time, the site used to launch the brand in 2015 had become static and one dimensional; it was clear that we needed a conceptual makeover and a relaunch. as team lead, i had the privilege of managing our internal creatives and working with our web designer to build out the UI / UX site map, design, and relaunch of the site. the new website accomplished a few goals including boosting to-go and pick-up orders, pushing active promotions to the front of the site and calling attention to our strong social presence with an interactive plugin.
SCRATCH TO WIN
we needed a "big ticket" idea that would keep furious top-of-mind throughout the slower summer months. having executed numerous LTOs, our brand was interested in shifting focus to a discount-forward promotion. our aim was to pass the torch to the front of house team to take ownership of the promotion in stores, ultimately building future sales. thus, the furious golden ticket was conceptualized and, executed. throughout the month of may tickets were handed out with every purchase. each ticket offered our guests the opportunity to redeem exciting prizes including the coveted "free ramen for a year". the ticket’s disclaimer directed guests to redeem their prize exclusively during the months of june, july and august creating an increase in revenue when compared year over year.
HIT ME WITH YOUR BEST SHOT
in a short span of three years, due to the viral nature and growth of the furious spoon brand, we identified multiple opportunities to capture contact information. our master list quickly grew to over 29,000 contacts in less than half a year, allowing us the opportunity to push promotions, happenings, and incentives to a large subset of diners. under my direction, the creative department was responsible for creating colorful and interactive content that would usher the user to click thru to our website or redeem specific offers in-store.
MENU ENGINEERING
since its inception, furious spoon identified with consumers as a quick, counter-service concept. Over time we found that this model ultimately limited guest interaction to a few fleeting moments at the counter. our goal was two-fold, to increase the average check and enhance our fan's overall perception of the brand. after much deliberation and research, we decided to make the shift from quick-service to a full-service concept; this enabled us to incentivize staff and interact more directly with guests, allowing us to educate our fans and ultimately drive sales. I was directly responsible for coordinating communication between the leadership team, executive chef, and creatives. in the end, we engineered a menu that encourages our guests to purchase our all-new starters, bring awareness to limited-time offers, and built lasting increased beverage sales.
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