Bumble, the popular dating app headquartered in Austin, TX, is launching a new brick-and-mortar restaurant in New York City (NYC). Although it was initially slated to debut in 2019, the restaurant — called Bumble Brew — will open this Saturday, according to Bloomberg.
The project is reflective of Bumble’s past efforts to encourage in-person interactions. The company launched similar projects in the past, like The Bumble Hive, an interactive space that provided daters in Los Angeles and NYC with food, drinks, entertainment, and exclusive opportunities to mingle.
Photo Credit: bumblebrew.com
Now, as swipes are increasing on dating apps, Bumble looks to set itself apart from the competition. Read on to learn more about the company’s newest experiential marketing strategy and how it aims to develop brand awareness through a permanent restaurant.
Bumble Brew: an Experiential Marketing Machine
Experiential marketing is when a company builds brand awareness by bringing a physical experience to consumers. In Bumble’s case, its brick-and-mortar restaurant seeks to bring an authentic dining and social experience to NYC residents, helping them forge connections outside of the app.
“At Bumble, we’re fueled by bringing people together to build genuine connections — both on and off the app,” said Julia Smith, Head of Brand Partnerships at Bumble, in a company press release, according to The Today Show. “We’ve seen a resounding response to the Bumble Hive pop-ups we’ve hosted around the world and noticed a clear appetite for a permanent space where people could connect.”
Photo Credit: bumblebrew.com
Bumble Brew will have an 80-person capacity, including a large dining room, cocktail bar, patio, and private dining. Aside from coupled (two-person) and communal seating, there will be programmed parties, special events, and themed date nights.
Starting Saturday, the restaurant will be open Wednesday through Sunday from 8am to noon. According to WHIO TV, Bumble Brew will expand its hours of operation through lunch on July 31, and offer dinner and a wine bar starting August 7.
Experiential Marketing Hinges on Restaurant Atmosphere
Bumble Brew’s minimalist, sunny decor is likely to draw the attention of many who find themselves in the neighborhood. The restaurant was designed by the award-winning NYC company, FLOAT, which was considered to be a top 50 U.S. design firm by AN Interior last year.
Bumble Brew will be located in downtown Manhattan, on the corner of Mulberry and Kenmare Street. Centrally located between Little Italy, Nolita, and Soho, the restaurant is predicted to attract heavy foot traffic from those familiar and unfamiliar with the company.
A dedicated space for dining and entertainment will allow Bumble to facilitate the growth of its dating app as well as its networking brand, Bumble Bizz.
“We hope that people can gather at Bumble Brew and connect over an espresso or delicious meal, whether it’s with friends, a potential partner or a new business connection,” said Smith in the press release.
Bumble has also partnered with Delicious Hospitality Group to offer a menu of locally-sourced ingredients.
“We’ve always designed our restaurants so that people can connect over delicious food and drinks in a fun and energetic environment, so our mission aligned perfectly with Bumble,” said Ryan Hardy, Delicious Hospitality Group’s CEO and Executive Chef, in the press release.
Photo Credit: bumblebrew.com
Bumble Strives to Make Market Strides
Over the past few months, Bumble’s stock has been on a steady decline. Bumble Brew could help the company get back on track. Its latest experiential marketing strategy has one purpose: Win over daters, investors, and diners alike.
Bumble had more than 40 million monthly active users across its dating portfolio (including 1.1 million paid users) and generated over $540 million last year, according to its SEC filing report. The company is the second most popular dating app (19% of market share) behind Tinder, which owns around 40% of the market share.
While Bumble’s new project will most likely not make the company the most popular dating app, Bumble Brew’s upcoming launch has garnered significant hype online.
“We’re excited to finally be able to open our doors and welcome you all in. Whether it’s breakfast, lunch, or dinner, we’ll be here keeping the good food and good conversation flowing,” the Bumble Brew team stated on Instagram.
Key Takeaways:
- Bumble is gearing up for its latest experiential marketing initiative, Bumble Brew, a brick-and-mortar restaurant opening this Saturday in NYC.
- The restaurant will offer programmed parties, special events, and themed date nights.
- Bumble Brew is expected to encourage in-person interactions for Bumble users.
- Bumble had over 40 million monthly active users last year and owns 19% of the dating app market share (compared to Tinder’s 40%).