Restaurant International is located in H Building of the Ottawa campus at Algonquin College. While it is a functioning restaurant, open to the public, many people don’t realize that this learning enterprise in actually a classroom. For the students in the School of Hospitality and Tourism this classroom is a safe environment to put theory to practice.
This makes Restaurant International a unique enterprise from a marketing perspective. They are open to the public, serving people in the community while also trying to meet the needs of the college community itself, creating a wide variety of audiences to market to.
Potential Guests include:
Members of the external community
Couples seeking low cost dining: 25-65 years, middle income, native to Ottawa (mostly from Nepean), enjoy dining out, seeking a couples night out on a budget.
Retirees on fixed incomes: 55+ years, retired or semi-retired, middle income who want luxury without the high price. Some are couples, others are groups of friends or family.
Centrepointe Theatre audiences: 25+, middle income employed, or low income students seeking a night of dinner and theatre without the hefty price tag.
Groups of families and friends from the neighbourhood: 40+ years, groups of middle age, middle income, social groups wanting a place to gather, catch up with friends and enjoy a good meal.
Members of the AC community
Students: 18+ years, low income, looking for a change of pace from fast or cafeteria food. Often come with a group of friends, or as a couple for a higher end night out on a budget. Seeking upbeat, fun atmosphere without the chaos of a nightclub experiecne.
Faculty: 35+ years, middle to high income. Post secondary educated. Gathering with colleagues for lunch or family, friends or colleagues for dinner. Want to support students. Enjoy the quieter atmosphere away from the staff cafeteria/lounge.
Administrative staff: 25+ years, wide range of incomes and educational backgrounds. Gathering with colleagues for lunch or family, friends or colleagues for dinner. Want to support students. Enjoy the quieter atmosphere away from the staff cafeteria/lounge.
Social Media Marketing Strategy:
The one thing that most audience of RI have in common is the desire for great food at a lower cost. The Restaurant has labelled this Boujee on a Budget and this is now a theme that flows through all social media platforms. By segmenting the restaurants audience and researching what platforms each audience is using, the restaurant has developed a messaging strategy to communicate with all potential audiences in their own space, sending communication that will resonate with each demographic.
| Platform | Audience | Messaging |
| Couples seeking lost cost dining Retirees on fixed incomes Centrepointe Theatre audiences Groups of families and friends from the neighbourhood Faculty Administrative staff | Great Food Low Price Low cost wine Social space Gathering Special Occasion | |
| Couples seeking lost cost dining Centrepointe Theatre audiences Groups of families and friends from the neighbourhood Students Faculty Administrative staff | Great Food Low Price Low cost wine Social space Gathering Special Occasion | |
| Centrepointe Theatre audiences Faculty Administrative staff | Dinner & Show experience Great Food Low Price Low cost wine Support Students | |
| TikTok | Students | Boujee on a BUDGET Great Food Low Price Low cost wine & spirits Social space Gathering Special Occasion |
Algonquin College Social Media Certificate Program 