21 Hospitality Group

21 at Home

About the client

21 Hospitality Group, headed up by chef restaurateur Terry Laybourne, boasts a portfolio of six successful Newcastle city centre restaurants (21, Café 21 at Fenwick, The Broad Chare, Saltwater Fish Company, Porterhouse Butcher and Grill and St. Vincent), one York restaurant (Café 21 York) and the new 21 at Home offering. 

What we did

Having worked with 21 Hospitality on various digital and print publishing projects over the years, we were delighted to step in as an extension of their in house marketing team. 

Forced to close the businesses due to the coronavirus pandemic in early 2020, the group faced the challenge of maintaining communication with staff and customers in a new, digital environment. 

Working closely with Terry and his senior team, we developed a digital marketing strategy to engage with customers on a weekly basis and staff on a fortnightly basis in the form of a subscription based e-letter. 

Regular e-letters meant that the restaurants were able to keep customers and staff up to date with all 21 Hospitality communication, including everything from restaurant reopening details, to ways in which they can enjoy the 21 experience at home.