How Barteca thinks outside of the box
Client Overview
Connecticut based Barteca Restaurant Group is the PE backed (Rosser Capital & General Atlantic) parent company of Barcelona Wine Bar and Bartaco. The company owns and operates almost 30 restaurants across both brands with a deliberate and ambitious growth path into 2018. As the company grows, they were looking to put a sophisticated marketing infrastructure in place, capitalizing on digital and in-store channels.
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Vice President of Marketing
Unique Attributes
Barteca Restaurant Group wanted to look beyond the restaurant industry and hire a candidate who understands “lifestyle brands,” bringing a fresh perspective to a sometimes copycat industry.
Goals
Bring leadership and structure to the existing marketing team
Refresh all digital assets and marketing channels with a focus on “lifestyle branding”
Create consistent messaging from corporate to the stores exuding Barteca’s brand values
Question all traditional restaurant marketing initiatives and measure their ROI
HHC Process
We analyzed cutting edge retail brands that have created a cult-like following including Lululemon, Bonobos, and Warby Parker and the companies that write about them (ie. Conde Naste) to create a target list. After identifying each company’s VP and Directors of Marketing, we conveyed Barteca’s incredible story, vision and goals we through a compelling opportunity outline and thoughtful storytelling.
Our clients story always starts with their leadership team. In this case we dove into the journey of the owners and the newly appointed CEO’s track record.
Hospitality Human Capital had a limited network in retail, but our proven process and proprietary tools allowed us to weave through the industry quickly. After 3 weeks of networking inside with our target list, our finalist was recommended anonymously by a CMO, who knew the candidate had a passion for food and experience covering the space at Conde Naste. The candidate was described as “the hardest working marketer you will ever meet.”
Finalist
Rachel Boyschau left a swanky office in downtown Manhattan to join the scrappy “start-up” team at Barteca. She realized her dream to work in the restaurant industry and brought unique perspective from a leading company in marketing innovation to her new team.
Results
In 2017, Rachel has completely rebranded the concept and is admired throughout the organization. She regularly impresses (and makes the CEO look good) at the company board meetings. Barteca has a brand presence and a following unlike its competitors, resulting in record increases in same store sales. Rachel also has helped upgrade recruitment with initiatives such as The Barteca Story.
We look forward to watching Rachel continue to outpace her peers in the industry with unique and innovative perspective coupled with her unrelenting work ethic. We continue to stay in touch with the leadership team and consistently receive glowing remarks about Rachel from Jeff, CEO.
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