Paris New York: exceptional communication for the best burger in Paris

Being listed as the #1 burger in Paris in all the rankings can be very profitable, but you can't achieve it without effective communication.

The return of Burger King to France, the opening of American chains Blend and Five Guys, and the launch of gourmet burger chains such as Big Fernand and Le Camion qui fume all point to the same conclusion: burgers are all the rage in France.

And if you're looking for the best burger in Paris on the internet, chances are you'll come across Paris New York. Le Bonbon will tell you, as will Le Figaro, Fast And Food and even Topito.

In such a competitive market, what's the best way to top the rankings? Good products served with a smile in a pretty setting? Yes, of course, but without effective online communication, no one will come and try the burger for the first time. Here are the main lessons to be learned from Paris New York's communication to ensure the success of its lunch and dinner services:

Lesson number 1: Behind the scenes at several levels: suppliers, kitchen and dining room

• The meat for PNY's burgers comes from Ponclet, a top-quality Breton supplier. The story is a good one: a graduate of HEC, David chose to return to the land of his grandparents to produce the finest meats and found the Ponclet company. He is in charge of the entire chain, from breeding to cutting. The story is a beautiful one, and the testimonial is featured prominently on the website. It works: the video has been viewed over 400,000 times.

• The good mood in the kitchen is relayed on social media and on the Paris New York website with humor - and without taboos.

• The teams are effectively showcased. Just as Big Mamma gives a voice to its happy Italian squadra on Facebook and Instagram, on the Paris New York accounts we smile at the publications of the teams in the dining room of friendly hipsters, smiling and visibly close to each other. " Every team in a restaurant is a real bunch of buddies, that's how it is," confirms founder Rudy Guénaire.

Lesson 2: Put communication first and stay in touch with your audience , even with the unhappy ones.

• The tone used on Paris New York publications is light, young and trendy:

The Philosophy section of the website provides answers to the questions most frequently asked by customers. Always in a light-hearted, funny tone:

• All Paris New York restaurants receive very high ratings on restaurant review platforms (Google, Tripadvisor, La Fourchette, Yelp etc.), which helps them attract more customers. And more: responding to comments left by customers on these platforms means that establishments are naturally better referenced, and thus appear more prominently on strategic queries such as " Best burger in Paris". In this way, the founders take care to respond to reviews left about their restaurants." With Graffi, we always respond ," confirms Rudy. This practice helps maintain Paris New York's reputation, and reduces the impact that bad reviews can have on prospects.

Lesson 3: Take advantage of the visibility offered by content posted by customers on the Internet. social media

• The toilet selfie: on Paris New York's Facebook and Instagram accounts, we often come across photos of selfies taken ... in the restaurant's toilet. Where does this come from? Rudy tells us: " One day a customer posted a selfie of himself in our restroom, and it had a cool effect with the pink and green neon lights. I re-scheduled it and it just kept on going, with more and more customers coming to take their photos in our toilets. We even had people coming in just to take a selfie! Since then, we've put up a photo wall with the best selfies". Although the operation was not premeditated, it succeeded in disseminating branded content for Paris New York, and confirms that the originality and quality of the decor encourage customers to take photos and publish them on their social media.

• Gourmet content: the account Instagram account account shares photos of plates posted by customers. In fact, this is the content that achieves the best engagement rates on the page, with the burger being rather in a strong position in the foodporn movement, its hashtag has already registered over 9 million mentions on Instagram.

Just a few months after the launch of Blend and Big Fernand, Paris New York has succeeded in its bid to climb to the top of the Paris burger podium.

What's next? The opening of a different venue near Pigalle, the details of which are still secret. Can we know more? " There will be a license 4 and craft beer," Rudy tells us.

To be continued...

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