Cuca’s opening marketing strategy was to focus ourselves on every single guest, welcome them with open arms and make them feel taken care of, spoiled by the food and our sincere smiles. We were determined not to advertise anywhere, firstly because after building the entire restaurant we were seriously broke and secondly because our thinking is: who is going to believe an ad someone has paid for? People believe friends or acquaintances who have tried a place and eagerly recommend it.
Things could have turned sour and we may have failed badly as we knew nobody in Bali so not even friends or relatives could help us out to start spreading a good word about Cuca... However our humble strategy and very hard and long hours of work slowly started to pay themselves back.
It all started by Kevin himself in full uniform fishing for customers among the tourists at the nearby beach (“Come, I will cook for you!”). Once convinced, they would walk in, sit down and be in awe with our food. I guess it is not that hard to exceed low expectations :). Most of them would return the following night and then promise us to tell their friends back at home, write something nice about us on Internet or share their unexpected find with their fellow hotel guests.
It was shocking to start getting guests recommended by previous ones… It was working! Our strategy was working! Then the power of Internet multiplied exponentially the chain of recommendations and the word of mouth started to cross borders. Believe me, it is still truly magical to witness day by day and first hand this phenomenon.
While tourists came and left, we started to recognize faces that kept on coming, every time with different company to show new groups of friends their recent discovery. We know each other by name and they are now our regulars.
At the end of October the tourist season significantly slowed down and locals took over. Guests from Jakarta or Bali timidly walked in knowing exactly what to order. It seems they always watch out for reviews about new places and wait for the tourist wave to leave before trying them themselves.
We are now preparing ourselves for a new tourist peak season: our first Christmas. We don’t know exactly what is ahead of us but we are ready to embrace this new chapter with our eyes wide open, a well-laid table and a Cuca smile that will make you feel at home away from home.