Having burglars break into your restaurant and make off with your cash registers can set a business back in many ways. Even if you’d emptied the registers of cash, you would still:
- Have to replace the equipment itself,
- You’d have to repair damages to your restaurant inflicted during the break-in itself,
- You may have to suspend business operations and forego profits while dealing with the fallout, and
- You’d have to address the morale and concern of your employees over such a frightening experience.
When Las Vegas restaurant Frijoles & Frescas Grilled Tacos was robbed in December, they faced many of the same potential problems yet they also found a way to turn a setback into an amazing opportunity. (Hat tip to Monika Melsha via Paul Fletcher for pointing out the story to us)
Manager Greg Carlson used his years of experience making family home videos and uploading them to YouTube to create a hilarious video of the burglary based on security camera footage, reports the Las Vegas Sun.
[Tweet “Frijoles & Frescas Grilled Tacos Turns A Setback Into An Opportunity #RestaurantMarketing”]
The video, uploaded to YouTube on December 17, 2015, has enjoyed 4.2 million views to date. What made it so popular?
Carlson turned the burglary into a humorous story by narrating the break-in. The premise of the story: Some guys really, really want tacos after hours, so they break into the restaurant to get some. Throughout the video, they mock the burglars with a floating taco, for looking for tacos in the freezer (twice) and for not knowing how to throw a rock. See for yourself.
Burglars Just Want Tacos Video
[Tweet “Burglars Just Want Tacos Viral Video #VideoMarketing”]
This type of security footage, on its own, would not likely garner the attention Carlson’s video did. By turning the footage into a story and a funny one at that, Carlson turned the type of imagery people have seen countless times into compelling footage.
As a result, the video now shows up when people do a brand search for the restaurant’s name.
Viral videos tend to generate earned media. The Burglars Just Want Tacos video has generated its fair share as well. This screenshot shows some of the coverage from Google News totaling 2,280 results, including an appearance on CNN, Forbes and Mashable.
The local news coverage benefitted Frijoles in several ways:
- Generated positive and sympathetic coverage of the restaurant itself (people will often go out of their way to support businesses that have fallen on hard times through no fault of their own),
- Created greater brand awareness of the restaurant for those Las Vegans who were not aware of the place, and
- Focused the spotlight of media scrutiny on the perps themselves.
The national coverage benefitted Frijoles:
- Creating awareness of the restaurant for potential “destination food” customers from out of state,
- All the online activity due to the press coverage (the searches, the video views, and social shares) boosted the visibility of the restaurant in search results,
- Focused an international spotlight of media scrutiny on the perps themselves, and
- Added a delightful chapter to the restaurant’s brand story that will be told over and again years from now.
The coverage of the video was also likely responsible for a spike in searches for “Frijoles” in the US, as this chart from Google Trends illustrates:
Just The Numbers
- 4,225,301 YouTube views (and counting),
- 28,611 Likes for the video,
- 1,361 comments on the video, and
- 2,280 instances of earned media for the restaurant.
All do the creativity and innovation of the manager. It just goes to show you that you can turn ho-hum content into something really special with a little ingenuity,
Not bad for a local shop with just two locations.
Success @ Creative PR
The mission of the Success @ Creative PR newsletter is to help you succeed in your communications career by giving you valuable tips, trends, cool tools, insights and inspiration that will help you throughout your career. Get new marketing stats every week! Click the button below to subscribe: