El Pinto Restaurant & Cantina
Location: Albuquerque, New Mexico
Industry: Restaurant, Food Products
Practice Area: Social Media
Challenge: El Pinto Restaurant is the premier dining experience featuring New Mexico cuisine. As an extension of the North Valley restaurant, El Pinto sells a variety of unique salsas onsite and through the internet. In 2009, El Pinto asked the Garrity Group for help incorporating social media to their already successful media campaign to promote both the restaurant and salsa line.
Approach: A Twitter presence and Facebook fan page were developed with daily updates using a prepared list of pre-approved messages. The updates focused on promoting specials and products, events, giveaways and enhancing knowledge of the El Pinto brand. Since the restaurant frequently hosted celebrities, a portion of our strategy was to post pictures on the internet of the “stars” enjoying themselves at El Pinto.
Results: The Garrity Group successfully executed El Pinto’s unique social media plan and by the end of 2009 El Pinto had over 1,100 followers on Twitter and over 350 “likes” on Facebook. El Pinto sales during 2009 increased 20 percent and the number of specials ordered each night was proportional to the number of Tweets or Facebook updates announcing them. Today the Facebook presence boasts more than 2,000 fans and 1,400 followers on Twitter.
The Garrity Group earned a 2010 Public Relations Society of America New Mexico Chapter Silver Cumbre award for this social media approach.