Last week the Guardian highlighted a restaurant in York which has begun attracting different customers to its previous clientele. Scotts Fish and Chips has seen an influx of Chinese tourists wanting to go there for a meal during their holiday. How did a relatively small restaurant on an 'A' road on the outskirts of York become such a hotspot for tourists? Some excellent marketing and seemingly knowing how to reach potential customers in the right way.
Scotts capitalised on Xi Jinping's visit to the UK in 2015, where the Chinese President shared some fish and chips and a pint with David Cameron. The restaurant launched a website in Mandarin and also started promoting itself on Weibo and WeChat, two of the biggest social media networks in China.
This goes to show the importance of using the right channels to connect with the right audience. Scotts realised the strengths of their location and cuisine, tailored some of their communications to the Chinese market and are reaping the benefits. Staff are even learning Mandarin to help communicate better with their new customers. They've gotten some good PR out of it, with the Guardian and others such as the BBC and the Telegraph covering the story.
Scotts have taken advantage of their convenient location for Chinese tourists visiting York, and the business seems to be booming as a result. Credit to whoever is in charge of their marketing.
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