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Glazz Restaurant & Ultralounge
Glazz Restaurant & Ultralounge
Situation:Glazz Restaurant & Ultra Lounge, located in the heart of Cancun’s Zona Hotelera had struggled with the challenge of creating a strong identity among both locals and tourists (since opening in 2003). The restaurant’s original concept changed from Asian fusion, which was misunderstood, to China Bistro, which was misinterpreted, creating an overall confusion about the restaurant, which also included lounge and nightclub areas.
Solution: Quantified Marketing Group reevaluated the potential of Glazz and repositioned it as an upscale Asian restaurant and ultra lounge, featuring signature Asian seafood dishes and an artfully presented sushi menu. A new drink menu was also introduced, including premium sakes and specialty martinis and saketinis. Within a month of introducing this new concept and menu, sushi comprised more than 30% of the restaurant’s total sales.
Result:Once the new concept was put in place, an international public relations campaign was launched to introduce Glazz to the local and tourist markets, positioning it as Cancun’s premier destination for upscale Asian cuisine in a sophisticated dining and ultra lounge atmosphere. Soon after this launch, Glazz hosted a press trip, inviting journalists from top travel and restaurant trade publications from around the world, including the New York Daily News, Bello Magazine, Ocean Drive Mexico, Gourmet, Holiday & Leisure World (London), El Nacional (Venezuela) and Diário de Comércio (Brazil), resulting in international media coverage.
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