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Noodle Lane is a Chinese Sichuan restaurant that started serving New Yorkers 12 years ago at Smorgasburg. When the time came to open their first brick-and-mortar location, they activated The Seidel Agency to help them build a brand, drive online and offline traffic, and build their visibility.
THE CHALLENGE
NOODLE LANE NEEDED CUSTOMERS
Noodle Lane was started by Lane Li in Brooklyn, NY. Lane approached The Seidel Agency with a desire to help Noodle Lane become a primetime destination for Chinese and Asian-Fusion lovers both in Park Slope and the surrounding boroughs. She also wanted Noodle Lane to enter the local culinary conversations with established critics and Chinese food lovers everywhere.
THE ACTIVATION
MOVING FROM TAKEOUT BOXES TO DINE-IN CAMPAIGNS
- Targeting the right platforms with the right messaging: We started by identifying their passionate following from Google Reviews, online orders, as well as Smorgaburg's past events. Next, we activated key tastemakers SecretNYC, local NYC sensation Tony B, and other food critics on Instagram to help spread the word resulting in the title “The Best Chinese in Brooklyn”, and the fact that the food was Michelin-worthy.
- Creating a first-in-class experience: We created an unforgettable experience, between the tasting platter, the flavorful food, and the custom dining experience, which ended up being perfect for a photo-dumpling. In tandem with the VIP activation, we secured coverage on New York’s premier publications and booking sites.
- Tapping into trends when the timing is right: We timed our store opening to align with key local and tentpole events, such as our Fox5 news feature just before the Chinese New Year. In addition, we didn’t hold back on Soup Season with our dumpling-tasting platter highlights on Eater, Brett Thorn’s Podcast (NRN), and Brooklyn Magazine
THE IMPACT
NO MORE NOODLING AROUND!
- Growth: Scaled from 5-10 stores and consistently grew ROI with each location, working with local communities and media to build awareness and loyalty.
- Awareness: Featured multiple times as a leading business by top national trade outlets such as Fox 5, StupidDope, New York Magazine, Grub Street, and more.
- Visibility: Secured organic keynote speaker presentations at major industry events.
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