Zagat Tiny Cafe

2017

Experiential | Social

The new Zagat mobile app had a major advantage over its main competitor, Yelp: It offered short and sweet reviews curated by experts, no scrolling required. To highlight this, we created the Tiny Cafe, a real pop-up restaurant that celebrated the app's bite-sized reviews by serving up a menu of bite-sized dishes inspired by some of NYC's most iconic restaurants – and the Millennial-friendly tiny food phenomenon.

A tiny teaser

To launch our Tiny Cafe we created a teaser video featuring dishes being carefully handcrafted in a tiny commercial kitchen. The video was shared on Zagat and influencer social channels and with media, all driving to the limited-time pop-up in NYC. Check out the event photos below.

  • Zagat Tiny Cafe table

    The event took place over a weekend in NYC. Each part of the experience was designed to encourage people to share their lil’ dish of delish on social.

  • Reddit Up The Vote billboard

    Bespoke tiny takeout containers housed our dishes and place settings with normal sized cutlery helped show scale in photos.

  • Zagat Tiny Cafe Jacques Torres

    Celebrity chefs such as Jacques Torres made appearances, crafting tiny versions of their iconic dishes in person and talking with press.

  • Zagat Tiny Cafe

    The activation generated 145 million social impressions and 1 billion overall impressions.

  • Zagat Tiny Cafe

    I helped guide the design of the pop-up itself, as well as all the signage, menus, custom journey, brand ambassador scripts and owned social copy.