Question

Topic: Taglines/Names

Urgent Need A Tagline For A Bar/restaurant

Posted by Anonymous on 5/29/2008 at 9:04 AM ET 250 Points
Hi All,

I’ve just landed this new job as sales development manager for a small bar/restaurant group. The Bars/Restaurants runs under the name of “Smollensky’s Bar & Grill” we have 3 branches currently and will be opening several others this year in LONDON, UK. Now I have been asked to come up with a ‘tagline’ and I am completely stuck PLEASE HELP!
Smollensky’s Bar & Grill is a very well known brand name (21years) the client base is an articulate but fun after work crowed. Age range is between 24-35. The ‘flagship’ bar is bases in Covent Garden, near the Savoy Hotel, so we get the overspill of celeb’s that don’t make the cut next door. I have tried to come up with a tagline but they are all to say the least ‘fake’ so I would really appreciate if someone could help me out ASAP as I do have a meeting on Monday, 2nd June with the bosses.
Many thanks,

Thomas
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RESPONSES

  • Posted by Frank Hurtte on 5/29/2008 at 9:29 AM Accepted
    Smollensky’s where fun and friends meet
    Smollensky's where you are the star
    Smollensky's where the pint is right
    The uptown place with the downtown name
  • Posted by Jay Hamilton-Roth on 5/29/2008 at 9:57 AM Accepted
    There's Always A Party Going On
    Come For A Bite. Stay For The Fun.
  • Posted on 5/29/2008 at 10:42 AM Accepted
    I really like Frank's answer a lot (the uptown place with the downtown name) but maybe this could work too..

    'A Downtown Bar with Uptown Appeal'
  • Posted by mdlugozima on 5/29/2008 at 12:02 PM Accepted
    If all the bars aren't located downtown I would not use the current suggestions. Is only your flagship bar downtown? If yes then I believe you want the tagline to cover all locations. Sorry, I don't have any alternates right now.
  • Posted on 5/29/2008 at 1:13 PM Accepted
    With all due respect, I don't get the uptown/downtown tag. Maybe that's fine, 'cause I'm not your target.

    The #1 myth of tagline writing is that brilliant creative types just pull them out of nowhere because... well... they're so brilliant. The truth is, unless you're tremendously lucky, no one writes a good tag without knowing a couple of key bits:

    1. What's your key differentiator? Your unique selling proposition?

    2. What's the most important insight about your audience you can use to trigger an emotional response?

    The brilliance that's required in tagline writing is being singular and crystal clear about #1 and finding the intuitive answer to #2. When you do that, good potential tags just come naturally. And, you'll have a basis by which to sell them to those bosses on June 2.

    Any thoughts you can shoot us for the key bits?

    One last thought: before your meeting make sure you run out on the street in front of the restaurant and stop a few passers by. Run your new tag by a few of them. If you get blank stares or a bunch of "What?" responses, you might have the wrong tag. These things ALWAYS bear a little testing. And, it helps sell it to the bosses.

    Jaime Collins
  • Posted on 5/29/2008 at 4:29 PM Accepted
    I'll take a little different approach - how about -
    "Smollensky's - Our Name says it all!

    If for no other reason than to see what you're talking about, I think you'll get business. It's a mystique thing that encourages each person to form their own opinion - it's up to you once they're inside to make it a positive experience and hence build word of mouth.

    You could go off on similar paths - Smollensky's - Of Course!, or Smollensky's - Experience it!

    Once again, when we go this route - we are placing considerable burden on the staff and management to ensure a good experience to the patron - but then, if you don't believe that you can do it - don't try.

    Good Luck!

    CVN
  • Posted on 5/30/2008 at 1:58 PM Member
    After looking through your website, I can see Smollensky's has something special. The average tagline won't do.

    Trouble is, the Smollensky's brand feels a little scattered. American and international/fusion selections. Sinful desserts. Happy hour, business crowd. Special events. Families. Tourists. Local business core customers but also working hard to appeal to upscale travelers. And, more.

    Let's focus on the upscale local business clientelle (you're location with the right positioning will also naturally help you capture the others). The differentiator here is style. These are people seeking to relax after work, be seen in the right place with the right people, and to connect with others like themselves. They want to be seen as relatively hip, sexy, and successful. You have the location, environment, and food. Forget the families. Forget the tourist. Even (for a moment) forget the special events. A brand's power comes from focus. The more it tries to stretch its appeal, the less it means to each segment. Don't just serve the upscale business people, capture them.

    Smollensky's -- the art of unwinding.

    Smollensky's -- let go with panache.

    Smollensky's -- Relax a la mode.

    The right combination isn't there yet. And, you can't use "a la mode" as your food is not French. The words need more careful consideration. But, the position feels right.

    Now, back to the special events. You want more of those, I'm sure. Use the same positioning in terms of "celebration" rather than "unwinding". Maybe an entirely different brochure, website, etc. Sales geared completely differently. Play with these. Find a writer who can crank out 20 versions with the same positioning. It's there. It just may need a little refinement.

    Smollensky's-- the art of celebration.

    Smollensky's-- celebrate with panache.

    Good luck on Monday.
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