Nostalgia to lure customers? That’s gold, Jerry! Gold!
This summer in Toronto, Seinfeld fans will be able to dine at a replica of Monk’s Cafe, while Friends enthusiasts will have the chance to get their caffeine fix at Central Perk.
The iconic fictional hangout re-creations are part of a trend as entrepreneurs and restaurateurs evoke nostalgia to lure in customers — a marketing ploy often used in retail.
“If everybody else is doing that, why not restaurants?” said Carol Wong-Li, a senior analyst of Canadian lifestyle and leisure at Mintel.
The entertainment industry has long used nostalgia, she said. Disney recently revamped the Star Wars saga, which has proved to be a boon for Cineplex, while Netflix has revamped beloved shows like Full House and Arrested Development.
For eateries, this strategy helps mitigate risk, said Wong-Li, as it provides them with a built-in customer base from the cult shows’ fan base.
“Seinfeld is just this cultural phenomenon,” said Mackenzie Keast, co-organizer of the upcoming Seinfeld pop-up diner in Toronto.
He and his three fellow Seinfeld-loving friends plan to pay homage to the show by serving foods central to plot lines, like chocolate babka, muffin tops and Kenny Rogers chicken.
After Keast and his friends announced their plans on Facebook, nearly 30,000 expressed interest in attending the launch party July 15.
Fans of Friends seem driven by a similar desire. They’ve flocked to replica Central Perk pop-ups in England and New York.
Now, one is set for a brief stint in Toronto this summer.
Joshua Botticelli and two of his friends planned to open it for one day in June. But, after more than 50,000 people said on Facebook they wanted or planned to go, the trio decided to extend its run to at least three days.
“I think it just makes everyone remember those good old days, and they want to experience that in person,” said Botticelli.
If all those prospective customers do show up to immerse themselves in these TV set replicas, it can pay off financially.
People are more likely to loosen their purse strings when feeling nostalgic, according to a 2014 study published in the Journal of Consumer Research.
Keast said he will consider making the mock Monk’s a permanent fixture if demand is strong during its planned four- to six-month run.
But nostalgia alone won’t bring repeat customers to these types of joints, warns Wong-Li.
“If the food isn’t good enough, people aren’t going to come back,” she said. “The nostalgia will only carry you so far.”