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  • Modern Twist on Italian Cuisine

    Wilmington, North Carolina – home to dozens of locally acclaimed restaurants, all with unique flares. One of the most popular tastes in town is authentic Italian, and one of the most popular Italian restaurants is Nicola’s. Located on Oleander Drive, Nicola’s is nothing special upon first glance; however, the establishment envelopes customers in fragmatic waves of garlic and spices, while the modern interior displays playful colors and organic designs. Their menu offers a modern twist on italian cuisine, such as homemade pastas and wood oven pizzas – pair one of these signature entrees with a house wine an customers are guaranteed to leave happy.

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    Founded by Nicola (Nick) Pittari, Nicola’s was purchased in 2006. Nick’s family is from Sicily, which is prevalent in every dish on the menu. Nick is still head chef of the restaurant, which is a personal touch that many local establishments lack. Offering a variety of entirely homemade sauces, pastas, and even an extensive gluten-free menu, Italian-with-a-twist has never tasted so good.

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    Like many business owners, Nick turns to social media to promote his business. Nicola’s can be found on Facebook (Nicola’s Wilmington), Instagram (nicolaswilmington), and Twitter (nicolasitalian). The difference between Nicola’s and many other local businesses, is that every social media site is updated FREQUENTLY. The most recent Facebook post? 2 days ago. The most recent Instagram picture? Yesterday. The most recent Tweet? Same thing. Maybe this is because Mr. Pittari understands the concept of Media Ecology.

    Media Ecology states that media environments, and such modes of communication, can actually play a key role in the way humans act and react to situations. With multiple social media accounts supporting a business, said business is likely to get more customers than a competitor with a smaller social media presence. Nicola’s Facebook page, displays a specials menu and a wine selection at least three times a week. To all of the page’s subscribers, this could be a driving force or a decision-maker, regarding where someone wants to eat dinner. Having a personal connection via social media is incredibly important to a business, especially in a town like Wilmington that is full of incredible local food. Nicola’s definitely aims to stand out with such a presence, and Chef and owner Nick Pittari should chalk this business up to a success.

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    What are some other restaurants you’ve seen that make a local connection with the community through social media outlets?

    -Nick, Melanie, Mary & Patrick

  • A Twist on Seafood

    Do you love trying new and exotic foods? When you hear the words “raw fish” do you run for the hills or scream yum? If your answer was run for the hills… we bet you haven’t tried Wilmington’s only Panamanian restaurant, Ceviche’s.

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    As college students we don’t often get the chance to try new foods or experience other cultures through their cuisine. Thankfully Ceviche’s allows this experience without weighing too heavily on your wallet. It may not seem like your typical comfort food, but trying new things can add a wonderful new dimension to your life. And who knows, you may fall in love with it!

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    Ceviche’s is a relatively new restaurant in Wilmington, NC. It is located just before the Wrightsville Beach drawbridge, in a cute little yellow and green shack. The small building creates a fun and relaxed atmosphere- the perfect setting for a beach town. Owned by the Tiblier couple, they wanted to bring the feel of Central American (specifically Panamanian) food to Wrightsville Beach. The owners had the opportunity to live and experience Panama, taking surfing and fishing trips to the Pacific and Atlantic, they stick to the foods they know: Panamanian diet with ceviche, plantains, tropical fruits, and more!

    11855660_1654981721384115_8410897693814372787_nCeviche owners, neither of which had prior restaurant experience, took to Facebook once they began the development of the restaurant. In the preliminary stages, their followers got to see behind-the-scenes photos of the construction and formation of the bar. They revealed a “menu preview” and even featured their first customer who ordered a red sangria on their opening night. This social media strategy engaged followers and potential customers, while creating anticipation for the new Panamanian-style restaurant. Their social media page continues to update followers on daily specials and “daily catches”, shares pictures of tasty dishes, and features customers enjoying their meals.

    This restaurant incorporates such variety in creating the culture, directly correlating to bricolage. Bricolage is something constructed or created from a diverse range of available things. Bricolage makes this restaurant unique and fun to experience. So… if you want some diversity in your menu and overall restaurant experience, go check out Ceviche’s!

    Visit their website here: http://wbceviche.com/

    Facebook: https://www.facebook.com/myceviches/

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    -Jonathan Callahan, Erin Fouhy, Julia George, Joseph Hines, and Sarah Suggs

  • A Thai and Vietnamese Creation

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    Although it’s only in Wilmington, NC, once you step through the doors of Indochine Restaurant you are transformed into a Vietnamese wonderland.  Guarding the front entrance, a 6-foot golden statue of Buddha welcomes the guests that come to dine.  Statues, paintings, and nicknacks line the walls of the interior of the restaurant, all collected by the restaurants owners during their many travels throughout Asia.

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    The true enchantment begins when you pass through the back doors into the garden. With just over an acre, the Bartsch family has created a Vietnamese-inspired garden that will leave you speechless.  From koi ponds to individual tiki-huts for guests to dine in, the garden is a true transformation to a new “far east” destination.

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    After opening its doors in 2001, Indochine quickly became one of Wilmington’s most popular attractions.  Voted Encore’s Best Restaurant Overall for over 15 years, each visit to Indochine is a handcrafted experience.  On top of a beautiful atmosphere, the cuisine only enhances the experience.  Staying local and true to Thai culture, each dish is freshly prepared based on family recipes.

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    Indochine has built a brand based on every factor of the dining experience.  Atmosphere, service, and cuisine are just a few examples of where the Indochine staff focuses their attention to ensure every guest is experiencing a true taste of Vietnam.  Staying true to culture is very important to the owners and doing so has allowed them to build a strong brand awareness in the Wilmington community.

    Based solely on word of mouth marketing, Indochine relies heavily on their reputation.  Through their success it is clear that staying true to culture and providing the very best experience to the customer is vital in surviving in the restaurant business.  Although the owners choose not to advertise in the community, Indochine is a name we all recognize and has become a staple in Wilmington culture.

  • Hot, Fast, Cheap, and Local

    Otherwise known as a flaming success, the Flaming Amy’s brand has made quite the name for itself in Wilmington. The Amy’s family enterprise offers two diverse dining experiences under one brand. The Flaming Amy’s Burrito Barn is housed in an actual barn shaped building offering an eclectic and funky vibe with its sticker covered windows and doors and mismatched frames  lining the walls. But if Tex-Mex isn’t your thing, no worries! You can head on over to the Burrito Barn’s sister and enjoy a taste of non-traditional Mongolian stir fry at Flaming Amy’s Bowl.

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    The Bowl and Barn share more than just their laid back and liberal atmospheres. Since they opened their doors in 2000 the two restaurants have garnered fans and local awards, with the Burrito Barn even making it as one of 64 contenders in FiveThirtyEight’s “Search for America’s Best Burrito.” Self-proclaimed as “hot, fast, cheap and easy,” the family behind the Amy’s enterprise has successfully marketed their brand to the local community.The Wilmington community in turn has responded by becoming an active part of their IMC strategy. Locals are quick to send any visitors or newcomers in town in the direction of either Flaming Amy’s restaurant,  implementing word of mouth marketing to  increase the already well known brand.

    Diners enjoy lunch at Flaming Amy's Bowl in Wilmington, NC on Sunday, July 13, 2014. Copyright 2014 Jason Barnette Flaming Amy's Bowl is locally-owned by Amy and Jay Muxworthy. It is an Asian stir fry restaurant with an emphasis on friendly staff, great cooks, and a comfortable atmosphere.

    And in the word of the Flaming Amy brand itself:

    “Always remember and never forget… EAT AT FLAMING AMY’S!”

    Word of mouth marketing (WOMM) is a type of marketing that is the most ethical and one of the most valuable ways a company can market. WOMM allows customers to have a voice which in turn will give the company an opportunity to listen to customer’s needs and realize that a happy customer is their greatest endorsement. Conversation creation is a marketing tactic that companies use to gain people’s attention, this can be done through interesting or fun advertisements, catchphrases or emails.  Flaming Amy’s utilizes conversation creation through their FAB and Eat at Flaming Amy’s stickers. These stickers can be seen throughout the Wilmington community; on cars, laptops, notebooks and other items you would put a sticker. Conversation creation marketing targets a small group of people which will then influence a large group of people. This type of marketing is an inexpensive way that can produce big results.

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    The Flaming Amy’s Brand has successfully created a loyal audience and customer base with it’s marketing communication efforts. We have all seen the stickers all over town, and it’s always exciting.

    By Aki Suzuki, Carrie Poniewaz, Carey Shetterley, Lexie Trimnal, June Wilkinson

  • Home of the Original Fat Sandwich

    It’s 2 a.m. and you’re beginning to get a hunkering in your stomach. You don’t feel like making food or driving around to find a 24/7 drive-thru that might not satisfy your appetite. All of the local delivery places are closed, what are you going to do? Well, you’re going to pick up the phone, dial 910-798-4999, and order from one of the most AAAAAa MUNCHIESinnovative, newest establishments in our community: Munchies Food Co. They are open 7 days a week from 12 p.m. until 3 a.m., allowing customers to dine in until 10 p.m. and to order food for delivery or take out until 3 a.m. Their motto is simple: “You get them. We fill them.”

    Located in the University Landing Shopping Center, within walking distance from the UNCW campus, Munchies has a clear interest in attracting the college student population. There is a direct connection between UNCW and Munchies as it was started by two brothers and graduates of UNCW. When they opened the doors in September 2014, they had one goal: “To provide delicious, unique, and affordable food at the times you want it most. Offering a one of a kind menu and late night delivery, we at Munchies are here to satisfy your cravings, whenever they may occur.” As former UNCW students, they were able to more readily analyze their target audience and produce a mouthwatering menu to attract nearly any college student. They offer a variety of drinks, fries, sauces, sandwiches, wraps, and burgers. Along with the menu being very aesthetically appealing with bright colors and vivid font (as seen below), it includes three creatively thought out sections on the menu: Munchies, Fat Sandwiches, and Desserts.10428193_1460350754244838_520504508503865764_o

    The word ‘munchies’ has a different connotation in certain groups (cough, cough), but it is accurately defined as food suitable or meant for snacking. While the owners of Munchies Food Co. used that play on words to their advantage in attracting attention, their Munchies section is certainly meant for snacking as it includes items like jalapeno poppers, mozzarella sticks, mac & cheese wedges, and onion rings. Their Fat Sandwiches section is the most popular and are not quit the ‘sandwiches’ that one has come to know. The only similarity between Munchies Food Co. Fat Sandwiches and regular sandwiches is that they are served on bread with lettuce, tomato, and onion. However, these sandwiches contain an abundance of different fillers including chicken fingers, mozzarella sticks, cheese whiz, onion rings, gyro meat, and even fries! Their most expensive Fat Sandwich and my personal favorite is the Fat Mess. This smorgasbord of a sandwich contains jalapeno poppers, onion rings, chicken fingers, bacon, mozzarella sticks, burger, gyro meat, and fries! It truly lives up to its name. Pictured below is an example of the very popular Fat Joint, which contains chicken fingers, mozzarella sticks, bacon, and fries.

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    If that doesn’t sound filling enough, imagine trying to eat 3 fat sandwiches in 30 minutes. Munchies Food Co. presents this very challenge to their customers every day. Known as the ‘Name Your Own’ challenge, if someone can complete all three sandwiches in the allotted 30 minutes, they earn the right to create and name their very own fat sandwich for their menu and have their photo put on Munchies Food Co.’s Wall of Fame. The image below shows a contestant who finished the ‘Name Your Own’ challenge in 13 minutes and 21 seconds!

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    They offer another challenge known as the ‘Basket of Fire’. The competitor has 15 minutes to eat a pound of fries and four chicken tenders tossed in inferno sauce, covered with jack and cheddar cheese, jalapenos, and topped with even more inferno sauce. Competitors may use dipping sauces and drinks. Taking every precaution, all competitors must sign a waiver before taking the challenge. Winners have their meal paid for and also get their photo put on Munchies Food Co.’s Wall of Fame. Making it a memorable experience regardless, the employees will still take one’s picture at the end of an unsuccessful challenge and put it on their Wall of Shame. Far more make it on the Wall of Shame than the Wall of Fame. 1601937_1485437875069459_5159293372287278699_o

    These enticing challenges are just one of many ways that Munchies Food Co. attracts a younger customer base and spreads from word of mouth. Munchies Food Co.’s affordable and delectable Dessert section also plays a major part in drawing in customers. Straying from the classic milkshake that Sonics, Cookout, McDonalds, etc. has used for years to entice younger customers, Munchies Food Co. offers a staple from the state fair: Deep-Fried Twinkies. Their innovation is again evident as they also offer deep-fried Reeses, Twix, Snickers, Oreos, and Cookie Dough.

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    The two brothers that created this company were smart:

    • They chose a good location using local knowledge
    • They used an aesthetically appealing menu with various and innovative food items designed to match their target audience
    • They offer easy accessibility with extended hours and delivery
    • They recognize the importance of affordability to a college student
    • They use a different take on classic challenges to draw customers in
    • They effectively use social media and word of mouth as marketing strategies
    • They created an app for tablets and smartphones
    • They give UNCW students a 10% discount when they show their one card
    • They offer random daily specials
    • They are an active voice in the community and run promotions with different local philanthropy events

    Check out their website at http://www.munchiesfoodco.com/ or their social media accounts:

    Stay hungry for more posts on local restaurants in Wilmington this week!

    – Griffin Weidele, Austin Moody, Luci Keefer, Allen Wooten, Scott Uraro

  • Parody accounts are no joke

    Parody accounts have become a unique way for people to reach stardom. The idea of using someone else’s brand to create your own image is what makes it so unique. We have encountered tons of parody accounts while scrolling endlessly through social media. While we use social media as a platform for entertainment, parody account users are taking advantage of this by establishing a brand that will benefit from the platform and the audience. By doing this, parody accounts have become real businesses.

    Accounts such as @MedievalReacts and @student_problems are owned by a European marketing company called The Social Chain. The Social Chain offers its clients (which include Disney, Microsoft and Universal) different packages to reach over 200 million people.The Social Change uses these parody accounts to generate content about their clients. According to their website, The Social Chain “…subtly talk[s] about a product from hundreds of different channels all within the same short time frame, which makes it become a trending topic.” In an interview with Vice, the creator of @MedievalReacts says The Social Chain relies on its over 150 Twitter accounts to share and retweet each other to reach their audiences. Accounts that pertain to certain stereotypes, like @SororityProblems, allow organizations to reach their target market with ease.

    Michael Heaven Jr., the owner of The Social Chain, describes the company’s commercial accounts to be “seamless” when advertising content, meaning the advertising doesn’t look like advertising. He goes on to say, “We’ll speak within the tone of the page, we’ll speak as if the page is discovering it for themselves as each of the pages has a personality. So, the things that we mention will be relevant to our target audience.” What he is illustrating is a form of native advertising.

    According to the Harvard Business Review, native advertising can be described as “an ad format that must be created specifically for one media channel in terms of the technical format and the content (both must be native to the channel on which they appear and unable to be used in another context).”

    John Oliver explains native advertising more in this video: 

    Oliver focuses on how native advertising and news cannot coexist, but is this true with parody twitter accounts? Is it ethical to disguise advertising as content?  

    – Nick, Melanie, Mary & Patrick

  • Who is Emily Schuman?

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    Emily Schuman, better known as Cupcakes and Cashmere, captivates audiences with her unique approach to fashion, food, and everyday living. The now 32-year-old began Cupcakes and Cashmere in 2008, becoming one of the first bloggers to partner with a major brand. Cupcakes and Cashmere provides, “luxe yet achievable looks and refreshingly genuine style of writing,” making Emily Schuman a very popular blogger and known social media persona. Cupcakes and Cashmere includes popular brands of J.Crew and TopShop, while adding the “less-achievable” wardrobe items of Louboutin shoes and Celine bags.

    Brand Image

    Emily Schuman transformed Cupcakes and Cashmere into two books, clothing line, and home-goods line, while maintaining a large social media presence.

    Cupcakes and Cashmere: The blog allows fashion and food fanatics to explore Emily’s top picks, morning routines, favorite recipes, and her weekly outfits. Incorporating DIY aspects into a fashion-forward blog.

    Cupcakes and Cashmere: A Guide for Defining Your Style, Reinventing Your Space, and Entertaining with Ease: Emily Schuman’s first book, follows the same outline of style, beauty, home, food, and entertainment. Cupcakes and Cashmere: A Guide for Defining Your Style, Reinventing Your Space, and Entertaining with Ease became available August 1, 2012.

    Cupcakes and Cashmere At Home: Emily Schuman’s second book offers readers DIY tips and projects, party-planning tips, design ideas, and how to “mold your space into something you’ll love.”

    Cupcakes and Cashmere Fashion Line: Her Fall 2015 Collection will be available at Nordstrom.com and Shopbop.com. She combined her favorite pieces (shown in her blog) and her personal style, making 60 pieces of clothing anyone can wear. The price tag is on the higher end of $85-$200, including a few pieces around $400.

    Cupcakes and Cashmere Home-Goods Line: She expanded her product line into semi-affordable home decor.

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    Creating and obtaining an audience for a personal brand can be tricky. The engagement approach is one theory in IMC to help explain how a brand reaches a wider audience. Emily Schuman engages with her audience through multiple channels and collaborations. Reaching out to an audience through social media and popular brands are examples of the engagement approach. Essentially it is a technique to attract an audience through different methods.

    Social Media

    • Facebook– Emily Schuman’s Facebook presence is very high, with over 400,000 likes. Sharing links and pictures to her newest blog posts.
    • Twitter– Emily Schuman maintains a “light and easy” Twitter- with links to Instagram and blog posts.
    • Instagram– Her account includes the blog features of style, beauty, home, food, and entertainment but on a more personal level. Sharing pictures of family, friends, and her everyday activities with fans and fellow bloggers.
    • Pinterest– Over 200,000 likes on Pinterest, Emily Schuman pins her favorite beauty secrets, fashion pieces, home decor, recipes, and DIY projects.
    • YouTube– Showing fans videos of makeup, hair tutorials, and a Q+A with Emily Schuman.

    Collaborations

    Birchbox: The partnership of Birchbox and Cupcakes and Cashmere is like many we see nowadays with the advent of modern social media marketing. The low-cost partnership allows both parties to benefit through increased exposure. Birchbox paired with Cupcakes and Cashmere to create the May 2015 box. It included her favorite beauty secrets. The Birchbox collaboration is a prime example of the engagement approach, where Emily Schuman can spark an interest in a wider audience.

    Estee-Lauder: Four-years after Emily Schuman started Cupcakes and Cashmere, Estee-Lauder and Emily Schuman collaborated on a guest blogger feature. Emily Schuman created content for Estee-Lauder’s site on a weekly basis, sharing beauty, fashion trends and sneak peeks at upcoming collections.

    Coach: Emily Schuman became one of the first fashion bloggers to partner with a large brand like Coach. Emily Schuman of Cupcakes and Cashmere designed a pale-cotton candy handbag, sold out within days.

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    Back in 2012, Emily Schuman stated, “I want to diversify the brand and ultimately design a Cupcakes and Cashmere product line.” Do you believe Emily Schuman completed her goal? Do you follow unique lifestyle bloggers? Let us know your thoughts below!

    -Jonathan Callahan, Erin Fouhy, Julia George, Joseph Hines, and Sarah Suggs