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Engaging customers online creates business offline

sake flight at moto-i
sake flight at moto-i
Doniree Walker

The social networking scene in Minneapolis is booming. From hyper-local targeting to interactions and specials offered on foursquare, local businesses are learning how to build relationships with current and potential customers.

moto-i, a Minneapolis sake brewery in the Uptown neighborhood, is going beyond simply finding these consumers and talking AT them; they're using social media to talk WITH their public, having recently started promoting their weekend brunch on Twitter (@motoi2go). Users responded positively, and one Twitter user asked if the restaurant would be including sparkling sake mimosas - because what's a weekend brunch without mimosas?!

A conversation happened between @motoi2go and the Twitterverse that ultimately led to the addition of two sake mimosas on their brunch menu - one orange juice, and one lychee mimosa - both of which were suggested by the Twitter community.

As a result? A group of local tweeters and bloggers enjoyed a tweetup brunch at moto-i. This interaction between moto-i to the consumers was successful for a number of reasons:

  1. Business they wouldn't have had otherwise. The individuals planning this #TweetBrunch had no other plans for brunch - the plans were made because of the new drinks on the brunch menu.
  2. Positioning themselves as a brunch option, something a number of people may not have considered from a Japanese restaurant known locally for sake and small plates.
  3. A personal relationship between the business and the consumers is created when the consumers feel as though they had a direct impact in the business decisions and menu additions - and they did.
  4. Provided that the in-restaurant experience is as positive as the online interactions, moto-i just landed some free and easy positive publicity from a small, but opinionated (and public) group of community members.


  • Matt 5 years ago

    I love foursquare. I used to use an app called brightkite which was very similar but didnt have as many fun things like badges or mayors or anything like that.