Situation
Opened in 1950 by Peter Canlis , Canlis Restaurant is a Seattle institution. From its perch above the city skyline, the restaurant is known for its mix of exceptional cuisine and stunning panoramic views. Sixty years later, this gem is run by Peter’s descendents and its cutting edge design and unique team-style approach have kept it as relevant today as it has ever been.
In February of 2005, Canlis Restaurant chose Passport Dining as a marketing partner for a specific purpose: to generate new and incremental ongoing revenues from high-income business professionals who had not recently had the pleasure of dining in their establishment. As a secondary goal, the restaurant sought to increase the frequency of existing customers, create new revenue through new relationships in the business community and to accomplish this in a profitable way.
Approach
Passport was honored to have the opportunity to partner with Canlis to grow their business. From the onset of the relationship, the goal was to understand the results that Canlis wanted to see and mobilize the Passport team to accomplish these goals.
Passport began by mobilizing our current member base. Using our database of member demographic and dining habit information, we created marketing database unique to Canlis and tailored to their needs. Working with Canlis’ design team, Passport created targeted emails and mailings that reached these members.
Next, Passport worked to bring new members to Canlis. We mobilized our team of business consultants to work in the local business community educating local high-income professionals about the opportunity to dine at Canlis for both business and pleasure.
Finally, Passport partnered with the Private Dining staff at Canlis to create a unique call to action for our members to hold their next special event, holiday party, family gathering or business luncheon in one of Canlis’ uniquely breathtaking private rooms. We promoted this offer to a select group of our members who then booked their events directly with Canlis’ staff.
Outcome
As a result of a targeted and comprehensive marketing approach, Passport was able to deliver a clientle to Canlis that proved to be precise and profitable for the restaurant. The two businesses parted ways when Canlis’ goals for the partnership were achieved. When asked to describe his experience with Passport, owner Mark Canlis provided a glowing endorsement:
“Passport Unlimited lived up to each of their promises. They delivered as advertised and I was pleased with the high-level customer acquisition, ongoing targeted marketing and quality customer service. Our expectations were met in every way. I would highly recommend them as a strategic and valuable marketing partner.”
We think these wonderful words say it all and we thank the team at Canlis for the opportunity to partner and grow their business.