11-9. Find an example of a local retailer in your community that uses online, mobile, and social media marketing.

Interview the owner of the store or restaurant and ask about the challenges and successes they’ve experienced when implementing this strategy. (AACSB:

Communication; Use of IT; Reflective Thinking)

Small businesses often need to come up with a unique angle to attract any kind of media attention. Sizzle and Grill in Cardiff, South Wales, United Kingdom, is the home to 40 different mega-meals. As a result, the online buzz about the restaurant helped to ensure a busy night every night. The owner, Paul Stevens, knew he would have to come up with something special when the challenge to eat his 69oz mixed grill in an hour was completed by seven people. He introduced the 96oz steak and a 6½ pound burger. The restaurant had become the prime venue for raucous nights out including hen and stag parties.
It has also attracted the interest of the national media. The problem is that with the media buzz and online attention in the social media, the next big story hits the headlines with immediate effect. In April 2014, Stevens pleaded guilty to 18 hygiene offences and two counts of benefit fraud.