Case Study
Trademark | Westin Alexandria
p. 1
Concept
p. 2
Design
p. 3
Operations
p. 4
Marketing
p. 5
Branding
p. 6
Results
p. 7
Concept
Trademark | Westin Alexandria
Through research and analysis of target
demographics, psychographics, lifestyle
attributes, market saturation and key competitors,
Puccini Group was able to identify the highest
and best use of the property’s existing two outlets.
Results:
• Two outlets should be combined and repositioned as
a neighborhood bar
• Bar program should be heavily focused on
• Food offerings should feel approachable and in
alignment with key competitors while complementing
the bar program
• Local businesses and locals provided a huge
opportunity for potential guests as well as appealing
to the hotel’s guest
p. 2
Design
Trademark | Westin Alexandria
Inspired by the inventors & inventions of the
US Patent and Trade Office, the pub-like
atmosphere is equal parts bar and restaurant.
Traditional masculine elements, sophisticated
entertainment, and artwork referencing
notable inventions, defines the space.
Results:
• Reconfigured the bar space to 50% bar and 50%
restaurant to fall in alignment with the Concept
Strategey Report findings
• Introduced private dining area
• Pulled in inspiration from US Patent office for design
details to help the space feel like it’s part of the
neighborhood and appeal to the a target
demographics outlined in the CSR
• Doubled the size of the bar
p. 3
Operations
Trademark | Westin Alexandria
Building on the research outlined in the
Concept Strategy Report and bringing the
desinged space to life, our Operations team
hired, trained, helped with food and bar menus
as well as helped open the restaurant and bar.
Results:
• Brought in Mixologists to bring bar focused
concept to life
• Helped develop an upscale tavern menu to
compliment the bar program
• Ordered uniforms, tabletop and unique packaging
touch points
• Trained each staff member on concept, design
and operational elements of the space
p. 4
Branding
Trademark | Westin Alexandria
Pulling inspiration from the interior design and
desire to capture locals and local businesses,
our branding team came up with the name,
Trademark Drink + Eat. In addition, we
created the logo, collateral and oversaw all
of the branding for the restaurant.
Results:
• Named the restaurant
• Created Logo
• Created supporting graphics and iconography
• Created Menu, Business Card, Invite, Check
Presenter, In-Room Piece, Postcard, Facebook,
Twitter, Newsletter, and website design
p. 5
Marketing
Trademark | Westin Alexandria
Utilizing the research outlined in the Concept
Strategy Report, the marketing team pulled
together an annual and quarterly marketing
plan outlining strategic ideas to attract the
demographics outlined in the report. In
addition, Puccini Group, managed the
opening events as well as the press outreach
for the property.
Results:
• Positioned restaurant as neighborhood bar by
leveraging the interior design of the space
• Built out and managed website
• Introduced social media outlets Facebook and
Twitter
• Introduced monthly newsletter
• Managed and monitored all review sites, i.e., Yelp
• Updated and spearheaded the launch of
OpenTale as a reservation system
• Oversaw all press outreach and messaging
p. 6
“Trademark Drink & Eat feels more like a restaurant anchoring a suburban
town center than a bar at a Westin hotel just outside of Old Town Alexandria.”
- The Washington Post
Results
Trademark | Westin Alexandria
“How do you bring any foot traffic off the sidewalk and into a seat at the bar?
When I visited Trademark Drink + Eat a little more than a week after their
opening in November, their boisterous, mostly full bar and high-top tables on
a week night seems to indicate they’ve figured it out.”
- We Love DC
“Alexandrians now have a destination…”
- Washington Examiner
“Inventive isn’t just a PR term being applied to the drinks at Trademark; it’s the
overall theme. Inspiration for the forthcoming concept from the San Franciscobased Puccini Group was taken from its Alexandria neighbor, the U.S. Patent
and Trademark Office. The restaurant’s 146-seat interior (85 of which will be
located in the bar area) will be based on a modern day inventor’s lounge,
with design cues from American innovators past and present.”
- The Washington Post
“The food highlight is a Chesapeake Pot Pie filled with crab, rockfish, roasted
corn, potatoes, peas, and a “pinch of the bay”, though you’ll need one on
your cheeks to remind you you’re not dreaming.”
- Thrillist DC
“All in all, I enjoyed my meal in this beautiful restaurant. I would definitely
come back and try more dishes and maybe have one of their cocktails that
everyone is raving about.”
- Yelp Guest
“Rated 4 out of 5 Stars.”
- OpenTable
p. 7
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