13 Fitzroy Street, London, W1T 4BQ. Tel: 020 7755 3192 Email: info@fitzroviapartnership.com @Fitzpartnership © The Fitzrovia Partnership 2017

Fitzrovia -Jun-600

Fitzrovia proved it’s hungry for more with Feast @Fitzrovia in 2016!

Feast@Fitzrovia, the Partnership’s campaign to promote the food and drink offer on Charlotte Street and surrounding streets, showcased the area’s best and brightest culinary offerings to those who live, work and play in Fitrovia.

Running from Monday, 26 June to Sunday, 3 July Feast@Fitzrovia included restaurant events, special offers and menus as well as the Charlotte Street Summer Fayre.

 

Feast@Fitzrovia promotion also grew this year with use of dedicated PR, Print and Social Media campaigns:

PR

The BID appointed Frank PR on the lead up to the campaign with the objective of raising the profile of Charlotte Street and Fitzrovia as a destination for a wide variety of global food.  A press launch was delivered and London Media and bloggers targeted.  Great coverage was secured in Metro, ES Homes & Property’s as well as listings in lifestyle websites such as Culture Whisper and Londondist.com

Print

  • 15,000 Summer@Fitzrovia newspapers were delivered three weeks in advance of the campaign to cafes, restaurants, offices and residents in and around Fitzrovia.  A further 300 copies were downloaded from the Feast@Fitzrovia website and thousands more reached via internal area interanets.
  • 1,000 dedicated Feast@Fitzrovia flyers were distributed a week in advance of the campaign.

Social Media 

  • We ran a Facebook advertising campaign between 23 June – 3 July to promote restaurant week offers, targeting those with an interest in food & drink as well as  125 local hotel concierges.
  • Details of each element of the campaign were posted on Facebook (EnjoyFitzrovia); Consumer Twitter (@EnjoyFitzrovia); Instagram (EnjoyFitzrovia) and Corporate Twitter (@FitzPartnership) using hashtags  #feastfitzrovia #restaurantweek #fitzrovia #charlottestreet
  • Social Media Infographic

Whilst the team is still busy collating all of the results from Feast@Fiztrovia the below gives an overview of this year’s increased activity.

Restaurant Week

27 June – 3 July

This was a chance for local residents, workers and visitors to discover specially created menus for the festival and exclusive dining offers. The aim was to drive footfall back to restaurants and cafes participating.

Outcome: 829 vouchers were downloaded from the EnjoyFitzrovia website over the course of the week.

Restaurant Events

27 June – 3 July

Over the course of the week our restaurants and cafes organised a variety of events including collaborative dinners delivered by The Fitzrovia Collective at Salt Yard, creative crafts and cocktails at Saucer & Spritz and a Bondi brunch at Dickie Fitz.

Charlotte Street Summer Fayre

Friday, 1 July

  • 14 local businesses took part by having a stall, offering a variety of delicious treats including BBQ food, fish & chips, burgers, tacos and specialised sandwiches.
  • Seven businesses showed off their culinary skills on the Live food show: Charlotte Street Hotel, Kua ‘ Aina, L’Etoile, Pied à Terre, The Ninth, Stephen Street Kitchen and Gaucho.
  • Crowds gathered round to see this year’s new addition, The Beach BBQ Cook Off as six of the area’s best loved eateries got to work creating their best BBQ recipes: Dickie Fitz, Kua ‘Aina, Pied à Terre, The Ninth, Salt Yard and Stephen Street Kitchen
  • The day wound day with the Chilli Challenge.  A fun event that had members of the public tasting chilli based foods prepared by five of our members including, salsa from DF Mexico, chilli vodka available from Soho Wine Supply, pizza from Obica, patatas  bravas from Barrica and the burger and chilli with a kick from Kua ‘Aina.

 

Footfall on Charlotte Street increased 19.5% week on week. From 10,868 recorded visits on Friday, 24 June up to 12,988 on Friday, 1 July. Both days had a mixture of rain, cloud and some sunshine.

 

A big thanks to the businesses that participated and all members that came down to help us make Feast@Fitzrovia 2016 so great!