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Case 13
The Bleeding Heart Restaurant:
The Finest French Restaurant In London
The Bleeding Heart Restaurant and Bistro has been a favorite with Londoners (UK) for more than
twenty-five years. The perennially popular restaurant and Bistro were started in 1983 by Robert
and Robyn Wilson, two former journalists, as a tiny basement wine bar in a deserted and derelict
Today the Bleeding Heart has grown well beyond that tiny basement wine bar but has preserved
and enhanced the architectural, cultural, and historic value of its unique location while serving a
multi-segment market.
dailies The Times, The Mirror, and The Guardian coupled with the media connections (and the
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Robert and Robyn used the mantra that you had to discover Bleeding Heart rather than read an
Despite the fact there was no promotion, Magnum Night became a rapid and astonishingly
After twenty-five years, the Wilsons still do no advertising for Bleeding Heart Restaurant, Bistro,
or Tavern, but they have begun carefully targeted promotions for special functions in special
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Chapter 13
1. Explain the elements of the promotional mix that The Bleeding Heart Restaurant used.
The promotion mix (also called marketing communication) consists of the specific blend of
2. Why do you think The Bleeding Heart was so successful with such a small budget for
promotion?
Chapter 14
1. If you were hired as a public relations firm for The Bleeding Heart, how would you plan
its public relations campaign?
2. There are a number of favorable mentions in popular media about the restaurant. How
do you think it was able to get these mentions in the media?
Chapter 16
1. The Bleeding Heart has not changed its promotional strategy since it opened. If you
purchased the Bleeding Heart, would you use social media? If you would explain how you
would use it. If not explain why?
The restaurant has received positive press coverage and numerous awards. This is an indication