Zeller has launched ‘No Reservations’, a national content-led campaign to support the next generation of Australian hospitality operators with practical advice.
The campaigns expands the brand’s content into a broader campaign platform, combining documentary-style masterclass video, operators data-led insights, and a grant program to support the next generation of hospitality operators.
It was developed by Zeller’s in-house creative and marketing team in partnership with food storytelling production company StoryBites and American Express. ‘No Reservations’ features six educational episodes with Australian hospitality figures.
Each episode focuses on a different commercial and creative challenge behind running a successful hospitality business, from planning a seasonal menu and hiring a team, to turning a profit and building a brand.
The campaign launched as Zeller data revealed a widening gap between the consumer love of hospitality and the commercial reality of running a venue. Zeller’s own transaction data shows that venues are serving 9 per cent more diners year-on-year, but diners are spending 13 per cent less per seating.
At the same time, 76 per cent of hospitality operators say the financial pressure facing the sector is high or extremely severe, and only 12 per cent believe it is still a good opportunity to open a new hospitality business in Australia today.
For Zeller, ‘No Reservations’ was created to move beyond a traditional product-led campaign by deploying useful resources for the hospitality community. The campaign aims to celebrate the creativity of the sector, while giving up-and-coming operators a more practical view of the landscape.
Zeller director of growth Joshua McNicol said: “Hospitality is one of the most creative and culturally important industries in Australia, but the realities of operating a successful venue are often overlooked. We wanted to create a campaign that went beyond talking about payments or technology, and instead gave operators something genuinely useful; access to the lessons, mistakes and hard-won advice of people who have built venues and brands that last,”
“The next generation of hospitality operators is not short on passion or ambition. What they need are stronger business foundations, greater financial visibility, and more practical guidance from people who understand the realities of working in the sector. No Reservations is our way of backing that next wave of hospitality talent.”
Alongside the video series, Zeller has launched a hospitality grant program, offering two emerging operators a $5,000 grant to help kick-start their journey to open a new venue.
Credits:
Brand: Zeller
Campaign: No Reservations
Zeller team: Ilaria O’Brien, Senior Content Marketing Manager
Palmyre Serey, Social Media Manager
Joe Bland, Head of Design
Joshua McNicol, Director of Growth
Creative agency and production partner:
Justin Yau, Founder and Executive Producer, StoryBites
