Revolution growth plan will target Millennials

09-Aug-2018 - Last updated on 09-Aug-2018 at 10:14 GMT

Social strategy: the Manchester-based bar group will focus on Millennials as part of its expansion plan

Bar group Revolution is set to open six new bars during the next 12 months, with a new marketing strategy focused on those aged between 20 and 40.

The Manchester-based operator, which manages the chains Revolution and Revolucion de Cuba, hopes to win over a younger customer base by teaming up with a social media group.

Social Chain has been hired by the company to help appeal to the demographic.

The operator, which currently runs 74 bars across the country, said it is trying to keep up with a social shift that has seen young customers scour social media to find the on-trend venues that they want to visit.

Social media partner

Revolution sales and marketing director Kate Eastwood said: "With our young customer base constantly hunting for the best food, cocktails and party on the high street, it is essential that Revolution Bars Group is constantly evolving and improving our social media and, as a result, are delighted to have appointed Social Chain as our social media partner.

"We are very excited for what we can achieve together over the coming year."

The agency will manage content published by Revolution's 74 social media channels and set up partnerships ‘influencers’ to market the brands.

'Leading the industry'

Oliver Yonchev, business director of Social Chain, which already represents companies including the BBC, FIFA and Apple Music, said: “We’re thrilled that Revolution Bars Group is joining our family.

“As a company, we are huge fans of the ‘Revolution experience’ and we plan on extending our enthusiasm and passion for their venues into our work.

“I’ve honestly been amazed by their attitude not only to their customers, but their staff – both of which are clearly at the forefront of their decision making, a shared value here at Social Chain.

“Our ultimate goal is to ensure that Revolution Bars Group is leading the industry in social experiences and, over the next year, we plan to do just that.”