by Nick Carne
50SIXONE has clearly hit the right note with lovers of full-on desserts and “freak shakes”. Just seven months after the Hyde Park café started up, the owners have announced that not one but two new outlets will be opening soon – one in Prospect and the other in Mt Barker.
And if the Hyde Park experience is anything to go by, the new staff had better be ready to hit the ground running. There was a line stretching 100 metres down King William Road waiting for the doors to open that first day last July, and things have remained pretty hectic.
The secret was a carefully crafted digital presence that attracted 6000 Facebook and Instagram followers even before a single shake had been shaken. With Snapchat added to the mix and word spreading, that number has now risen to 60,000.
Owners, Simon Flocco and Anthony Canova, asked social media strategist Steven Neumann to develop a digital brand awareness campaign that focused on encouraging happy diners to share images of the often spectacular looking creations – and hundreds do each week.
The menu certainly helps get them in the mood; you can order such creations as OMG!! Snap.. Chat.. That! (featured above) or Hashtag WOW.
Very much about desserts when it first started, 50SIXONE has already expanded its menu to include savoury options, and breakfast and brunch are now as big a deal as dessert.
Simon and Anthony admit to being surprised, and a little humbled, by how quickly things have taken off, but at the same time already have an eye to further growth – and aren’t ruling out an assault on the eastern States.
The twist in the story is that the name 50SIXONE comes from the Hyde Park postcode, which means that every new outlet, however welcome, is technically out of place.
The Mt Barker outlet is set to open in what used to be Nonna’s Kitchen on Mt Barker Road, in around 12 weeks. The Prospect outlet will open soon afterwards, in the new Nova Cinema complex on Prospect Road.
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