Joe’s Table Setting Training Video

CHALLENGE

For this project, the client’s goal was for us to develop something that would help train wait-staff and bussers on how to set a table at Joe’s Stone Crab Restaurant correctly. Instead of just another bland training video, however, our team saw this as an opportunity for brand building with both the staff and the general public.

APPROACH

Because we’ve handled the Joe’s Stone Crab brand for more than a decade, we simply leaned into that brand and asked ourselves, “WWJD = What Would JOE Do?”

By answering that one simple question, the rest of the approach became self-evident. We knew that the Joe’s brand we’ve helped manage over the past decade is one that embraces both excellence and silliness.

Would Joe walk in and start teaching the technical art of setting a table? No. Joe would walk in and tell you about the time Al Capone and J. Edgar Hoover sat on opposite ends of the dining room, neither knowing the other was present. He’d then light up a cigar, tell a few jokes and leave everyone charmed and excited so that the person actually doing the training would have an easier time. In that sense, the purpose we wanted for the video was not to teach the specifics of setting a table but, rather, to train the staff about Joe’s brand, its attitude and style. By doing this, the video set the stage for the actual training on setting a table, making it fun, engaging, and in-brand.

OUTCOME

The end result o this piece was that Gene – the waiter featured – became an overnight celebrity with the staff. We then proposed to the client that we release the video to the public through our social media channels.  In the first week, the video was seen more than 500 times, garnering likes, shares and comments across all social media platforms. Additionally, and perhaps more important, the Joe’s staff loved it.

M NETWORK CAPABILITIES DEPLOYED

Brand Strategy
Messaging
Presentation Training
Internal Communications
Video Production
Animation
Social Media