One of the hottest food destinations in the UK, Leeds is home to some of the freshest and innovative eateries, from fine dining and world-famous breweries to tantalising street food and high-end pub grub – it’s got it all.
Eat Leeds Restaurant Week takes over the city for 9 days in August. Providing the perfect opportunity to promote some of the city’s finest dining experiences at budget friendly prices. With almost 50 bars, restaurants and diners across Leeds participating in this fabulous event, encouraging foodies to tickle their taste buds with something new.
Objectives – Having worked closely with the hospitality sector in Leeds, we realised that there was limited interaction in the restaurant sector, so we took the idea of Eat Leeds to Leeds BID who funded the project from its inception.
Leeds Restaurant Week came out of this project. The idea to showcase the best of cuisine in the Leeds area across branded and independent restaurants and encourage residents to see the wide scope of dining experiences on their doorstep.
Strategy – Restaurants were approached to participate in a ten-day long campaign and to offer a two or three course menu for £10 or £15 per head. This was promoted initially through a wide variety of paid-for foodie channels, poster sites and a bus campaign. Two years on the on-line sign-ups and social media channel engagement has taken over as the main forms of communication. B&H developed the brand, the website, all content and promotion.
Results – Three events later and the results speak for themselves. Nearly £600,000 pounds has been generated, 27,000 diners have experienced Restaurant Week. The average spend per head is £21.44. More importantly, 63% of diners visited a restaurant they’d never visited before and 72% of diners said that they would likely to eat out in Leeds again.
The team are currently working on the next Leeds Restaurant Week which will take place between 12th – 25th August and have more of a family focus. Click here to find out more.