Sex sells. It brings attention, creates emotional reactions, and connects products with human desires for attractiveness, intimacy, confidence and social acceptance.
Results are consistently positive for perfume, fashion and cosmetics; mixed for cars; and distracting for professional services like banking.
Restaurants rarely focus on sex; it’s more effective to emphasize taste, atmosphere and experience.
Sexual imagery generates publicity. If there’s no bad publicity, then whatever gets your name before the public is good.
But what happens when you’re named in a sexual harassment lawsuit?
Consider Il Fornaio, a regional chain that’s spent decades cultivating an image of upscale Italian dining, attracting customers celebrating anniversaries, birthdays, business dinners and holiday gatherings.
A recent $3 million settlement involving allegations of widespread sexual harassment and retaliation against over 100 female employees (including teenagers) threatens to tarnish their reputation as the lucrative holiday dining season approaches.
More than food, restaurants sell experiences, hospitality, trust and comfortable surroundings. Publicity involving alleged sexual misconduct undercuts the promises that generate sales and make customers return.
For Il Fornaio, the marketing challenge this holiday season will be reassuring customers and employees.
The timing will be tricky. November and December offer opportunities to generate substantial revenue from corporate holiday parties, family celebrations, private dining events and New Year’s Eve reservations.
However, businesses and individual diners increasingly consider workplace ethics when selecting vendors. Some may hesitate to host celebrations at a restaurant allegedly mistreating female workers.
Meaning even modest reductions in reservations could become financially significant during what should be a strong selling season.
Potential consequences extend beyond dining-room occupancy. Recruiting and retaining employees could become problematic, particularly among women concerned about workplace safety.
Existing employees may question management’s commitment to protecting them.
Costs associated with turnover, recruitment, training and compliance could further pressure profitability.
And social media will undoubtedly keep allegations visible for many months.
The company can demonstrate meaningful reform through transparent reporting, independent oversight, management accountability and effective employee protection. But advertising alone won’t restore their reputation.
As the holidays quickly approach, Il Fornaio faces a challenge extending far beyond its $3 million settlement.
Because the question has changed from customers enjoying their food to their comfort spending money at the restaurant.
And during an active season when diners have countless alternatives, that distinction could prove expensive.
With that said, I wish you a week of profitable marketing.
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