THE CAPITAL GRILLE

Crème Brûlée Cheesecake. I am not sure how much more "extra" or "boujee" a dessert could be, but I was at a loss for words after my first bite. With no doubt, it is one of the top desserts that I have ever tried. Although this is definitely not a bakery or little pastry shop, it was surprisingly easy to get a seat and chow down on this delicious creation. However, it is important to be somewhat dressed the part. The Capital Grille is one of those restaurants with dim lighting, so you know there is some level of "class" associated with it. Therefore, you may want to throw on a pair of nicer jeans. 

In terms of marketing, I have never come across anything related to The Capital Grille on any social media platform. It was only after I had devoured my entire dessert that I decided to check out my surroundings within the restaurant to see if I could spy any promotions or advertisement to their Instagram page. With no luck, I decided to find it myself. Although their engagement seems appropriate with the follow count, I almost feel as if there is not much effort placed into their campaign. In addition to desserts, I also love cars. With that being said, we hardly see any commercials, promotions, or advertisements online for brands like Bentley, Rolls Royce, Lamborghini, and other high end vehicles. The reason behind this trend is because their quality speaks for itself, and these brands feel as if the people with money to buy their product understand that value in exclusivity. In a similar way, I think The Capital Grille has placed themselves within this idea of "exclusivity" based on their food's price points and they trust that those with money will respect their food's value. In my opinion, I think they should work harder on their campaign. With restaurants in over 26 states, their reach has much more potential than 27,000 followers. I have two pieces of advice for their marketing division. First, Instagram is a free service. Therefore, use it to the fullest potential. But, do not post anything less than clear, crisp, and classy photos as the restaurant prides itself in its' upscale status. My other piece of advice would be to do offers for first-time customers to receive either a free appetizer or dessert. Some people are initially intimidated from seeing the menu prices online, and will decide against giving it a first time try. If there is something within the meal that is free, it will drive more customers in the door, and once they are in the door, it is The Capital Grille's chance to sell them on the value of their restaurant.