Link: https://keepcalmcarryout.com/ 5280’s write-up: https://www.5280.com/2020/03/keep-calm-and-carry-out-helps-restaurants-feed-patrons-safely-support-food-banks/ As a Denver-based hospitality company, Sage Hospitality shares Screen Pilot’s own backyard. But that’s not the only reason we’re finding inspiration in their mission to create calm for Denver residents during COVID-19. Sage Hospitality’s "Keep Calm and Carry Out" initiative offers a way for their restaurants to sensitively join the COVID-19 social distancing conversation while also encouraging Denver residents to support their establishments.
Key Messaging
"We hope to help bring a sense of calm during this trying time. Social distancing doesn’t mean you have to eat only non-perishable food or sit back without taking action. Enjoy a satisfying meal, feed the family and eliminate stress while helping your community."Tagline: Keep Calm and Carry Out
Why We’re Loving It
- Sage Restaurant Concepts (a branch of Sage Hospitality Group) operates 22 dining establishments (including restaurants, coffee shops, and bars) - the majority of which are in the Denver metropolitan area.
- The “Keep Calm and Carry Out” campaign was developed with the dual purposes of giving back to the community (Sage will donate $1 for every carry-out order placed at one of their outlets to Feeding America) and supporting the staff at their restaurants.
- Restaurants that are not owned/managed by Sage are still encouraged to apply to join the program, and there are now dozens of participating restaurants in Denver -> this shows that Sage truly does value our community over keeping everything "brand-first".
- The https://keepcalmcarryout.com/ website acts as a hub for food-delivery options with direct links to each restaurant’s menu and ordering process.
- Promoting carry out orders for their restaurants is crucial to financially support their dining staff, as the CO Governor has ordered a ban on sit-down service until May 11. This has resulted in a series of layoff that contributes to the 20,000+ unemployment claims that were filed in Denver from 3/16-3/19 alone (source https://www.denverpost.com/2020/03/24/colorado-unemployment-benefits-coronavirus/).
- The “Keep Calm and Carry Out” messaging works because…
- It’s a play on the “keep calm and carry on” motivational posters from WW2 that were designed to boost public morale and quell anxiety
- Sage’s campaign has similar goals, as they “hope to help bring a sense of calm during this trying time” by providing a social-distancing approved way to order food from businesses in need of support.
- Riffing on “keep calm and carry on” campaign has been popular amongst brands for years, but changing “carry on” to “carry out” is a subtle change that successfully conveys Sage’s food delivery message
- Public response has been positive so far, and it looks like people are thankful to have an easy to access a list of places that are delivering food Examples post https://www.instagram.com/p/B92LbEBlC7y/
Takeaway for Hotels
- If you have an F&B outlet that can do takeaway, promote it! There is a public understanding of the need to support restaurant workers.
- There have been over 5600 mentions of #saverestaurants on Instagram and Twitter MTD, with the majority of mentions coming from the United States.
- Work with your digital agency partner to develop a strategy for making use of this momentum.
Link: https://keepcalmcarryout.com/ 5280’s write-up: https://www.5280.com/2020/03/keep-calm-and-carry-out-helps-restaurants-feed-patrons-safely-support-food-banks/ As a Denver-based hospitality company, Sage Hospitality shares Screen Pilot’s own backyard. But that’s not the only reason we’re finding inspiration in their mission to create calm for Denver residents during COVID-19. Sage Hospitality’s "Keep Calm and Carry Out" initiative offers a way for their restaurants to sensitively join the COVID-19 social distancing conversation while also encouraging Denver residents to support their establishments.
Key Messaging
"We hope to help bring a sense of calm during this trying time. Social distancing doesn’t mean you have to eat only non-perishable food or sit back without taking action. Enjoy a satisfying meal, feed the family and eliminate stress while helping your community."Tagline: Keep Calm and Carry Out
Why We’re Loving It
- Sage Restaurant Concepts (a branch of Sage Hospitality Group) operates 22 dining establishments (including restaurants, coffee shops, and bars) - the majority of which are in the Denver metropolitan area.
- The “Keep Calm and Carry Out” campaign was developed with the dual purposes of giving back to the community (Sage will donate $1 for every carry-out order placed at one of their outlets to Feeding America) and supporting the staff at their restaurants.
- Restaurants that are not owned/managed by Sage are still encouraged to apply to join the program, and there are now dozens of participating restaurants in Denver -> this shows that Sage truly does value our community over keeping everything "brand-first".
- The https://keepcalmcarryout.com/ website acts as a hub for food-delivery options with direct links to each restaurant’s menu and ordering process.
- Promoting carry out orders for their restaurants is crucial to financially support their dining staff, as the CO Governor has ordered a ban on sit-down service until May 11. This has resulted in a series of layoff that contributes to the 20,000+ unemployment claims that were filed in Denver from 3/16-3/19 alone (source https://www.denverpost.com/2020/03/24/colorado-unemployment-benefits-coronavirus/).
- The “Keep Calm and Carry Out” messaging works because…
- It’s a play on the “keep calm and carry on” motivational posters from WW2 that were designed to boost public morale and quell anxiety
- Sage’s campaign has similar goals, as they “hope to help bring a sense of calm during this trying time” by providing a social-distancing approved way to order food from businesses in need of support.
- Riffing on “keep calm and carry on” campaign has been popular amongst brands for years, but changing “carry on” to “carry out” is a subtle change that successfully conveys Sage’s food delivery message
- Public response has been positive so far, and it looks like people are thankful to have an easy to access a list of places that are delivering food Examples post https://www.instagram.com/p/B92LbEBlC7y/
Takeaway for Hotels
- If you have an F&B outlet that can do takeaway, promote it! There is a public understanding of the need to support restaurant workers.
- There have been over 5600 mentions of #saverestaurants on Instagram and Twitter MTD, with the majority of mentions coming from the United States.
- Work with your digital agency partner to develop a strategy for making use of this momentum.
