The Objective
OpenTable aimed to bolster their presence in the UK market by highlighting the dining standards across major UK cities. To achieve this, they partnered with W Communications to create a comprehensive and data-driven dining standards index campaign that would underscore the quality and diversity of dining options available in these cities.
The project goals were to increase brand and service awareness for OpenTable in the UK, provide an authoritative resource that rates the dining standards across UK cities, and generate media coverage and public interest through the insights and rankings produced. W Communications collaborated with OnePoll to develop the dining standards index that rated each of the UK’s largest cities on a scale of 0-10 based on the standard of restaurants and dining options available.
The Research
The creation of this index involved a multifaceted approach, utilising both primary and secondary data from a range of sources including the ONS, The Food Standards Agency and OpenTable. Additionally, OnePoll conducted a survey involving 5,000 UK residents to gather consumer opinions and experiences regarding dining out in various cities.
The Results
The dining standards index revealed that cities like London, York, and Bath scored the highest, reflecting a rich and diverse culinary scene. This comprehensive evaluation provided a nuanced view of the UK’s dining landscape, demonstrating where cities excelled and where there was room for growth.
The research findings were used to underpin W Communications’ campaign, which emphasized the high standards and variety of dining experiences available in the top-rated cities. This campaign successfully garnered significant media attention and public interest, positioning OpenTable as an authority on dining standards in the UK and driving increased engagement with their platform. The OpenTable Index not only highlighted the best dining destinations in the UK but also provided valuable insights for cities looking to enhance their culinary offerings, ultimately contributing to OpenTable’s goal of elevating dining experiences across the country.
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