FINDINGS

We created a survey to gauge Rooftop’s awareness and brand perception, which received 249 responses. Our results showed that there was a lack of awareness that Rooftop is a restaurant, as well as the fact that more people go to Rooftop to grab a drink than to eat a meal. This reinforced our goal to make Rooftop a top of mind food destination. Most respondents described Rooftop as laidback and casual, but only a few described it as welcoming and inclusive. Furthermore, respondents typically only visit Rooftop a few times a year. Through social campaigns that engage followers and encourage interaction, we aim to make Rooftop a frequently visited destination by creating a Rooftop community.