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Double Trouble: Burger Burger's Mimi Gilmour on omnichannel

  • News
  • August 26, 2016
  • Elly Strang
Double Trouble: Burger Burger's Mimi Gilmour on omnichannel

Last year you said you had a no-queue app in progress called ‘Waitless’ that would allow customers to log in from anywhere, check wait times for your restaurants and get in the queue without standing in line. How’s that progressing?

It’s coming along really well! We’ve been doing soft trials of it in our restaurants and will launch it publicly once it’s ready. We have some really amazing advisors from the tech space who are helping us develop it and we are learning a lot along the way. Waitless is its working title, so keep an eye out for the new name when it launches.


Which is the most important social media channel for Burger Burger and why?

All of our social media channels - Instagram, Facebook and Snapchat - are really important to us for different reasons. One of the key things about communicating on different platforms is the need to create unique content that suits the channel it’s on. We still might share the specials across all three platforms and when suitable, we also will use one platform to highlight another (such as our Jazzy Jobs videos that we run on Facebook but tease on Instagram) but each of the three outlets also has curated content that has been created especially for it. Day to day, we use Instagram a lot. Being image-driven, it’s a brilliant way to showcase our dishes and new specials. We use Facebook to share videos, articles and images that we think our followers will like or find interesting. On Snapchat, we can be really cheeky and have a lot of fun because of its youthful feel.    

Are you on Snapchat? If so, what’s the benefit of being on there and what kind of things do you post?
 

We are on Snapchat, which is currently the fastest growing social platform in New Zealand. One of the key goals for our business is to be the most inspiring place for under 25s to work in New Zealand by 2025 and 71 percent of Snapchat users are under 25. It’s therefore a really important channel of communication for us. We post everything, from behind-the-scenes videos to competitions. Because Snapchat skews so young, it’s a great place for us to showcase our playful voice.


Is there an overriding theme to what you post to your audiences on social media? How is it decided what will work and what won’t? 

We definitely have a voice and that was developed really organically. We also are really consistent about the style of images we post. However, one of our most successful campaigns that is very close to our hearts is our #regramfromafan. Our company’s purpose is to 'Make people lives just a little bit better everyday' and for us, our customers sharing what they love with their friends is just heaven - we couldn't say it any better. When you look at our Instagram, you can see how everything ties together nicely. Aesthetics are important to us but so is genuine content. 


Do you ever get customers trying to order from you on social media? If that happened, how would you handle it?

We haven’t yet but the benefit of social media is the ability to interact with people. If someone tried to order from one of our social platforms, we’d just instantly respond and guide them to our website for online ordering. That’s the other thing about social media – to run it effectively, you have to commit to responding and engaging.  

This story originally appeared in NZRetail magazine issue 744 June / July 2016

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From edible insects to beautiful homeware: Made of Tomorrow’s co-founder talks its new venture

  • Design
  • June 25, 2019
  • Idealog
From edible insects to beautiful homeware: Made of Tomorrow’s co-founder talks its new venture

Most people would be in agreement that bugs, planters and room dividers don’t have much in common, but Matt Genefaas and Dan Craig would beg to differ. The two juggle running an edible insect company, Crawlers, as well as a homeware company, Made of Tomorrow. Genefaas has a chat about what the new furniture range, Space Between, was inspired by, as well as how him and Craig spend their days in slashie roles moving between pushing dried insects to the world, as well as polished mirrors and space dividers.

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Ambiente: A window on the world

Global forces like Brexit and climate change are affecting trade worldwide. Sarah Dunn consults the Ambiente trade fair in Germany for evidence of how this ...

 
 

Sephora beauty bus to tour New Zealand ahead of store launch

  • News
  • June 24, 2019
  • Emily Bell
Sephora beauty bus to tour New Zealand ahead of store launch

If you hadn’t already heard, global beauty giant Sephora is coming to Auckland this July. Founded in France by Dominique Mandonnaud in 1970 and owned by luxury goods group LVMH Moët Hennessy Louis Vuitto, Sephora has since become a leading beauty pioneer, community and trailblazer in the industry, to say the least.

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Pottery Barn hits the New Zealand market through Ballantynes

  • News
  • June 21, 2019
  • Sarah Dunn
Pottery Barn hits the New Zealand market through Ballantynes

Heritage Canterbury department store Ballantynes is introducing the US brands Pottery Barn, Pottery Barn Kids and West Elm to the Kiwi market through a New Zealand exclusive partnership with Williams-Sonoma.

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Global recognition for instore innovation

  • Design
  • June 20, 2019
  • Courtney Devereux
Global recognition for instore innovation

The Global Innovation Awards (GIA) program was created by the IHA and International Home + Housewares Show to foster innovation and excellence in home and housewares retailing throughout the world. This year saw 30 national winners from 29 countries. The competition is structured on a two-tier level, evaluating national and global retailers across the following metrics: Overall mission statement, vision and strategy, store design and layout, visual merchandising, displays and window displays, marketing, advertising and promotions, customer service and staff training, innovation.

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Each new year for retailers is another question mark in guessing what to present to consumers. Luckily in the world of retail, trade shows can ...

 
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