Zagat Tiny Cafe

To support the launch of Zagat’s 2017 Top NYC Restaurants, we custom-designed and opened a tiny food cafe serving “customers” free, mini versions of the city’s best food.

1B+

overall earned media impressions

145M

social impressions

Featured in

The New York Times

Challenge

We wanted to develop an experiential activation that would bring attention and renewed relevancy to Zagat’s brand among a younger audience through social conversation and earned media.

Strategy

To garner attention for Zagat’s tiny-yet-perfect reviews, we tapped into the international trend of tiny food, a trend made popular on YouTube and social media, with millennials as the driving demographic for engagement.

Execution

The cafe was open for three days in Astor Park and the tiny dishes were prepared with real recipes of some of the most popular dishes at NYC’s highly-rated Zagat restaurants. Visitors were encouraged to use the hashtag #tinycafe for social sharing.

Not only was there sustained social conversation and overwhelmingly positive sentiment throughout the three days the cafe was open, but Zagat’s tiny—yet-perfect—reviews were frequently mentioned in the press and social posts, creating authentically meaningful connections between the experience and the brand.

With the on-site experience and resulting press and social coverage, we were able to reach and engage a new millennial audience who is changing how they make decisions on where to dine out—all while reinforcing Zagat’s commitment to showcasing and directing people to the best food experiences in the city.