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CREATING NEW GOURMET EXPERIENCE BRINGS NEW CLIENTS TO ZÁTIŠÍ GROUP

Positive publicity is a key factor of customer loyalty for luxury restaurants. The key goal of PR communication for the Zátiší Group was to increase the attendance in all four of its luxury restaurants, to reverse the negative trend caused by the current economic crisis. At the same time the restaurants needed to attract more local clientele and loyalty, instead of relying on foreign tourists. In 2011 as a direct result of PR activities with targeted media, the traffic of new unique visitors to the ZG website increased by one third. The trend was also soon positive in local clients visits and returns to the restaurants: the increase of attendance year on year of local clientele has increased by 30 %, and in the first three month of 2012 as much as 100 %. PR as a sole marketing tool has brought great results for all four restaurants of the Zátiší Group.