Scoma’s
Keeping an historic San Francisco institution relevant to visitors and locals alike
San Francisco, CA
SERVICES
Public Relations
Social Media
Influencer Marketing
Email Marketing
The Challenge
An iconic family-owned San Francisco restaurant, Scoma’s—located on a working pier in the heart of Fisherman’s Wharf—has been a famed destination for fresh pier-to-plate seafood since 1965. Having hosted innumerable athletes, actors, entertainers, celebrities, politicians, royalty and heads of state over the course of its storied history, Scoma’s became famous for its warm hospitality, its effusive owner, the celebrity clientele, fresh seafood, and of course its sweeping views over the Golden Gate.
Despite its fame and success, the restaurant had difficulty attracting newer San Francisco residents, in part due to its fame and its location. City residents less familiar with the restaurant assumed it was “touristy,” and the COVID-19 pandemic led to a drop in both tourism and foot traffic in the area. It was time to re-engage with a local audience, showcasing the restaurant's old-school atmosphere and classic cocktails along with the freshest, 100% sustainable seafood and amazing waterfront location—highlighting a restaurant that is both nostalgic and appealing to modern sensibilities.
Public Relations
As an iconic, San Francisco dining destination located in one the city’s biggest tourist areas, changing the established perception among locals that Scoma’s is solely a tourist attraction wasn’t going to be easy. Carbonate’s public relations strategy centered on reminding people why Scoma’s is a treasured San Francisco classic, garnering coverage in all major Bay Area outlets for topics including, “The best places for” Cioppino or Clam Chowder in San Francisco, “Restaurants with Spectacular Views,” and “Essential restaurants in San Francisco;” while at the same time emphasizing the ways in which Scoma’s remains relevant today: a commitment to sustainable seafood, contemporary spins on classic cocktails, and a dedication to showcasing local, seasonal produce at its best, despite a menu anchored in the past.
Carbonate also spearheaded a local partnership with SF Travel and other historic San Francisco businesses for a marketing activation celebrating the 150th anniversary of the cable car with a Cable Car Crawl that encouraged locals and tourists alike to ride the cable cars to visit and enjoy some of the city's legendary bars and restaurants. The activation was covered extensively in both local, national and international outlets, including both digital and TV.
Over the course of 18 months, Scoma’s has been featured in over 90 stories in over 60 outlets in print, digital and broadcast media.
Social Media + Influencer Marketing
With an established audience that wasn’t optimally engaged on social media, the primary goal for social media was to increase engagement with Scoma’s existing following. At the same time, the restaurant wanted to boost brand awareness by reaching new audiences to help them discover the restaurant. Our goal was to make Scoma’s a destination for locals and travelers alike in addition to reaching a younger demographic who may not be as aware of Scoma’s iconic status in the same way as generations before them.
Influencer partnerships with well-known, local creators and foodies amassed nearly 163,000 combined views in the first year, bringing awareness of Scoma’s specifically to San Francisco Bay Area audiences. In addition to influencer marketing, a paid strategy complemented the organic content approach, with a boosting plan placing small ad spends behind specific organic messaging, as well as an awareness ad campaign tailored to rotating seasonal needs.
Over the course of 19 months, Scoma’s social media audience grew by more than 4,500 new followers, garnering more than 5.1 million impressions, over 243,000 engagements, and over 200,000 video views across Instagram and Facebook.
Photography: Carly Hackbarth