Overview
This case study explores the expansion of Fogo de Chao, a renowned Brazilian steakhouse, in leveraging a nationwide membership program with Reposite to connect with event planners and boost their group business. With 58 locations nationwide their group offerings range from 20 to 100 person capacity for private dining space. They provide top to bottom service for all occasions.
Problem
For many suppliers, especially restaurants, it can be difficult to position yourself for large group bookings, capitalize on all venue space and connect easily with planners who bring in this type of business. Fogo de Chao set out to leverage Reposite’s expansive database of planners to grow their group offerings and generate more group bookings.
Solution: Reposite Membership
Phase 1: Membership Launch
Fogo de Chao began their membership on Reposite by signing up with 2 of their properties in Las Vegas and Los Angeles. Almost immediately, their locations received three bookings with an average group size of 25. Notably, 2 of these bookings came from the same partner, AlliedTPro, a significant inbound tour operator and planner within the Reposite network. This is notable because it represents the repeat business and partnership built between AlliedTPro and Fogo De Chao.
Phase 2: Expansion
Building on their early success, Fogo de Chao made a strategic move to expand their membership by adding a third location, Chicago.
This decision proved to be a game-changer, leading to a substantial increase in bookings. Over the next few months, the company secured 12 additional bookings. 8 of these bookings came from one new partner, Event Travel Management, for their dine-around series. This is another example of the value Reposite brings by connecting suppliers with travel trade planners for repeat business. Additionally, 2 of these bookings were for groups over 70 people, the average group size on Reposite is 72 people.
Participation in Reposite Membership Events
Part of a Reposite membership is the incredible events that bring suppliers and planners together across the country. Fogo de Chao actively participated in several industry events, further strengthening their presence and partnerships:
Virtual Meet & Greet
Fogo de Chao engaged in networking and showcasing their services in a virtual setting.
SF In-Person FAM Event
The company provided catering for this event, leaving a lasting impression on planners who attended that lead to an RFP.
NYC In-Person Networking Event
Fogo de Chao's involvement in this event contributed to their brand recognition and client relationships.
It all begins with an idea. Maybe you want to launch a business.
Jamie Kokot
Reposite
It all begins with an idea. Maybe you want to launch a business.
Lindsey Beumer
Reposite
Phase 3: Early Renewal Commitment
At the end of their phase 2 membership, Fogo De Chao decided on an early renewal to sign on more locations including NYC, LA, Miami, SF, Chicago San Diego & and Philadelphia. This demonstrates their confidence in the platform and its potential to drive their business forward.
Conclusion
Fogo de Chao's journey from a 2 location membership to an annual nationwide membership in 7 markets has showcased their ability to adapt and thrive in the group event industry. With a robust network of partner connections, prompt responses, and active participation in events, the company is well-positioned for future growth and success. The early renewal of their membership further underscores the platform's value in connecting with event planners and the travel trade to grow their group business.
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