A Marketing Blog by Iris Zhou

Although the cold, damp, and chilly January weather in Vancouver usually calls for a night in for most couples on weekends, it is hardly so with the festivity that is Dine Out by Tourism Vancouver.

As Samantha Yam, a fellow classmate, mentioned in her blog post “Every Story Starts with a Reservation,” Dine Out is THE MOST ANTICIPATED event for foodies in Vancouver with over 200 restaurants participating each year in showcasing their unique culinary creations in table d’hôte menus. In addition to enticing city dwellers with savoury notes and decadent delicacies, Dine Out is also an exceptional example of a marketing campaign that effectively connects consumers with businesses, benefiting both ends.

How Dine Out applies classroom marketing knowledge to the culinary business: 

Consumer Segmentation 

Restaurants participating in Dine Out can choose to price their three – course menu at prices of $18, $28, and $38, and the Dine Out website offers the option of browsing restaurants based on price. This allows the restaurant to clearly position their business in the eyes of their target consumer, whether it be students on a budget or professional personnel with a taste for exquisite food. Additionally, this classification ensures that the needs of a wide range of consumer types are met, from those who simply want to enjoy a delicious meal to those who value the price that comes with fine dining and exotic ambiance.

Reducing Risk for Consumers 

Dine Out gives consumers the opportunity to step out of their comfort zone and embrace fine dining without breaking the bank. With high end restaurants such as Black + Blue, Five Sails, and Four Seasons offering three – course meals at just $38 (compared to a typical steep price of $150+), it is a deal that no one would want to miss.

Reviving Businesses

January is the coldest month in Vancouver, thus consumers often opt for nights in with take out. Dine Out comes to the rescue by filling tables during restaurants’ slowest season. The hype of participating in a limited time only event in itself entices consumers to get off their couches and put on their coats. As Samantha mentioned, even food carts and hotels have joined the Dine Out hype this year!