5/15/2010

Case Study: Chef Zov Karamardian of Orange County Takes On Social Media

Original post by Marina Brand

Recently, I had the pleasure of connecting on Twitter and Facebook with Chef Zov Karamardian (@Zovs), an award-winning chef, restaurateur and bestselling cookbook author. Chef Zov jumped on the social media bandwagon a few months ago, learning and embracing as much as she can.

As part of her social media strategy, Chef Zov announced the “Make an Eggplant Proud Recipe Contest,” in which I became a finalist after submitting my favorite eggplant recipes.

The eggplant contest was only promoted through Zov’s blog, Facebook, and Twitter, resulting in over 30 recipe submissions. With the assistance of creative minds Marcie Taylor, Suz Broughton, and Frank Groff, Inc., Chef Zov turned the contest into an exciting offline affair. On May 12, several influential Orange County bloggers were invited for lunch at Zov’s Tustin location to taste and judge the recipes of the four finalists (See partial blogger list and finalists as well as my recipe below).

Eggplant-Recipe-Finalist
Chef Zov, Me (dressed like an eggplant, but unplanned), Jihan Assi (winner), Priscilla Willis, Yuko Graham

The winner (Jihan Assi) took home a plaque with a $100 gift certificate for Zov’s restaurant and will have her recipe featured as the “Special of the Day” at Zov’s Cafe in Tustin on Friday, May 28th. You can grab Jihan’s eggplant recipe on Zov’s blog. I was thrilled to see Chef Zov take on social networking and blogging, not only because I am a social media consultant, but because I have been a long-time customer of Zov’s restaurants for quite a while. Since the 90’s, I have enjoyed many scrumptious family brunches and relaxing dinners with friends at Zov’s restaurants. I’ve also met colleagues there for great networking, while sipping green tea and devouring the mouth-watering desserts (Yummy! ).

Zov’s contest is a great example of the many social media tactics restaurants can use to increase their online presence and encourage visitors to their location. Although some restaurants are jumping on the bandwagon, I still don’t see many of them with amazing uses of social media (But, I am here to assist them and give them many ideas of course ). This is unfortunate since the restaurant industry is one that can leverage and hugely benefit from social media.

With this one experiment alone, Chef Zov created brand awareness, bonded with existing customers as well as realized the power and endless possibilities of social media.

There are a few things I like about Chef Zov’s approach:

  • She has an open-mind to the opportunities social media offers for promoting her restaurants and cookbooks.
  • She has the willingness to learn and experiment with different tactics.
  • She is taking the time to blog, tweet, and post herself instead of using a “Ghost,” which is truly the best way to build community and enhance relationships with customers.
  • And, she is starting to integrate social media with her offline marketing/PR efforts.

I am looking forward to chatting with Chef Zov more through social networks and seeing her social media strategy develop.

Here is how you can connect with Chef Zov online:

“Make an Eggplant Proud Recipe Contest”

Mirna's Eggplant Recipe

Contest Finalist

Jihan Assi of Tustin (contest winner), Yuko Graham of Orange, Priscilla Willis (@shescookin) of Huntington Beach, and Mirna Bard (me) of Costa Mesa

Bloggers

Marcie Taylor (@suburbanmama), Kathleen (@ksugarandspice), Lindsey Garrett (@modchik), White On Rice Couple (@WhiteOnRice), Suz Broughton (@Suzbroughton)

Mirna’s Eggplant Salad Recipe

This makes a fresh and light salad or dip for Summer! (4 – 6 Servings)

  • 2-3 Large Eggplants
  • 1 to 2 ripe tomatoes (depends on size), chopped
  • 2 Persian Cucumbers, peeled and chopped
  • 1 Onion, chopped (This can be left out if you are not an raw onion lover) ¼ C. Parsley
  • 2 cloves garlic, minced
  • 2 T. Olive Oil
  • ¼ C. T. lemon juice Dried mint (Sprinkled in)
  • Salt & black pepper to taste 1 to 2 T. Sesame Tahini (Optional)

Slit eggplant and broil till skin is charred and center is very well cooked, remove skin. Mash it. Mix in above ingredients. Adjust seasonings to taste. The Sesame Tahini adds more fat, but does enhance the flavor. Serve cold with pita bread slices (they can be fried pita chips as well). You can also serve on top of romaine lettuce for less carbs.

Click here to view the original article on Mirna's Blog

go back