Founded in 1979 by Jamaican native Earl Chinn, Negril Jamaican Eatery is a family-owned, fast casual storefront serving up a taste of the island. In 1975 Earl visited his sister in Washington, DC where he couldn’t find any authentic Jamaican eateries, so he later returned to open his own, supplying the bold foods and flavors of his homeland to Caribbean expats and local fans of Jamaican cuisine.
Mulbah executed on the brand through the development of digital content and executed on Marketing Initiatives to Raise Negril, The Jamaican Eatery’s Profile Online and generate new leads.
Brand Position
Our strategy for Negril, The Jamaican Eatery, aimed to make it more than just a dining destination. Leveraging the power of social interaction, we harnessed the authenticity of black and brown influencers to amplify the brand’s message. This resulted in a community-driven movement that transformed Negril into a go-to staple, particularly among young people.
The Strategy served as our guiding framework, honing in on the essence of Negril—ethnic and quality. We tailored our messaging to speak directly to the heartbeat of black and brown communities. The influencer strategy was integral, reaching those who needed a nudge toward quality, affordable food. Two identified target groups in the Consumer Playbook were college students seeking proximity and affordability, and working professionals with a nostalgia for Negril’s quality offerings. Our goal was not just to increase awareness but to establish a presence among the younger demographic.
Brand Identity
Negril, The Jamaican Eatery, founded in 1979 by Jamaican native Earl Chinn, has a rich history rooted in family and a commitment to bringing the bold flavors of Jamaica to the DC Metro Area. We embraced this legacy and set out to elevate Negril’s brand, developing and implementing a strategy that transcended the notion of just being a Jamaican spot. We started by developing a brand slogan: “Quality Food For Quality People“
We Design Impactful Brand Experiences
The influencer strategy became a catalyst for transforming Negril, The Jamaican Eatery, into a cultural phenomenon. The focus on quality and affordability resonated with the identified target groups, particularly college students and busy professionals. Since working with Negril, the strategy has yielded remarkable results, increasing their social media followers by a percentage increase of 1400% within the first two years.
The social media posts not only gained thousands of likes but also achieved hundreds of thousands of views, indicating a significant engagement level. Negril became more than a restaurant; it became a cultural hub where quality Jamaican cuisine met a vibrant, community-driven experience. The brand’s revitalized presence among the younger crowd has solidified Negril’s position as a timeless eatery with a fresh and dynamic appeal.
