Coachella Valley restaurateurs are coming together in an unprecedented way to create one large-scale dining event that could give them a needed boost in sales this summer.

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Businesses everywhere are struggling to understand and satiate the emotional cravings of the X and Y generation, now recognized as a critical market segment.  Perhaps we can learn some lessons on marketing by eating out in our own backyard.  Marketing pioneer Lisa Johnson, CEO of the Reach Group, identifies five key emotional cravings of the X and Y generations as experience, transparency, reinvention, connection and expression. North County restaurants and grocers such as Vigilucci’s, Firefly Grill and Wine Bar, Calypso and Seaside Market are hitting the mark when it comes to attracting young patrons in these generations. They are succeeding in satisfying both the emotional and sensory cravings to build a loyal and active customer base.  

Challenge: Zenzi was tasked by the California Restaurant Association to direct all marketing, public relations and advertising efforts. Zenzi established several goals for the event: to elevate San Diego’s reputation as a dining destination among local San Diegans and visitors alike, expose restaurants to new patrons, boost sales during a traditionally slow time of year, engage local community to explore new restaurants and maximize attendance during the event.