Chotto Matte
When Japan met Peru
for
nzr group
at
j2
what
digital strategy / brand development / website / advertising / social media
Overview
NZR is a hospitality group set up in 2013 by renowned restaurateur, Kurt Zdesar. As European Director of Nobu he established the brand worldwide between 1996 and 2004, before forming his own chain, Ping Pong, and then opening his first Chotto Matte in 2013, delivering the best of Japanese-Peruvian food, Nikkei cuisine. Black Roe, London’s first Poke bar and Grill, and Italian restaurant, Fucina, in Marylebone, followed in 2016. A second Chotto Matte opened in Miami in 2018, its first international restaurant.
Brief
NZR needed a digital strategy to help with the growth and gaining momentum of its flagship brand, Chotto Matte. Its two existing locations, in London and Miami, were soon be joined by a short-term pop-up experience in St Tropez and a further permanent restaurant in Toronto.
A design refresh was required for Chotto Matte's online presence in keeping with its current and future growth, as well as its sibling brands within the portfolio, Black Roe and Fucina. Other tasks were to raise awareness, promote upcoming events, special offers and enhance the customer booking experiences of all three.
Response
Each brand not only required a different proposition in terms of dining experience, but design approach in terms of brand individuality. Chotto Matte was the priority with St Tropez and Toronto launch deadlines already locked, and we created a new website with the brand front and centre, showcasing the beautiful food and cocktails, fabulous service and amazing staff in these exciting environments.
The website was built with the flexibility to add future franchises, promote upcoming events and offers, and a simplified booking service incorporated to make online enquiries and reservations easier, both for the customer and the restaurant by removing the need for third party reservation apps.
Social media was heavily invested in and we simplified Chotto’s brand icon for use this use. Collaborating with analysis specialists Fifty, we were able to shape the messaging to target the right demographic while also utilising geotagging to pull in more of the right audience tribes when in the area.
By the end of 2020 there will be at least six Chotto Matte restaurants, with additional locations confirmed to open in Mayfair and Riyadh.
