The Pittarello brothers, Matteo and Tommaso, from Padua, are the owners of the ‘This is not a sushi bar‘ chain, which today opens a new restaurant in Milan, with an innovative marketing formula: the bill is proportioned to the customers’ Instagram followers.
The Pittarellos want to advertise their establishment by exploiting Instagram influencers, the most famous ones as well as those on their way to the social media stardom: “We want customers to play with us and feel part of our project,” said the Pittarello brothers.
“Today, sponsorships on channels such as social networks and, in particular, Instagram, are the ones that have a better return.” They apply this theory offering customers one or more free dishes based on the number of followers they have on the social media. To receive their free dish, or dishes, customers, after ordering the first dish, have to take a photo of it and post it on Instagram, obviously tagging the restaurant. It is at this point that the number of followers makes the difference: for customers who have between 1,000 and 5,000 followers, the second dish is on the house; for customers who have between 5,000 and 10,000 followers, two dishes are on the house; for customers who have between 10,000 and 50,000 followers, four dishes are free; between 50,000 and 100,000 followers, they get eight free dishes; while the Pittarellos will offer the whole meal to major influencers who have more than 100,000 followers.
Ilona Catani Scarlett