Restaurant Juuls in Amsterdam in the Netherlands is booming. The restaurant attracts a certain group of women. Women who like shoes – because at Juuls shoes can be exchanged for free.
Art van de Heg, the owner of Juuls, says that the idea came from his girlfriend. “Often women do not know exactly what they need. They spend hours trying to work out what to buy. If you go out for dinner, suddenly you might see exactly the shoes you have been looking for,” says the owner to the Dutch newspaper De Telegraff.
“It is a quite hot idea,” continues the owner. “The shoes hang on a rack next to the ladies room. To avoid theft, only one shoe is displayed. You will get the other when you have made your choice and paid the bill. We have a cabinet where all the shoes are kept, sorted by color and size.”
The idea of a “shoe-bar” in the restaurant not only requires more work, but also the necessary publicity. As a result, it delivers extra sales to Restaurant Juuls.
This was a story contributed by Mariek Wilms, our Director of Marketing & Sales in Europe (The Netherlands).
Mariek adds that the restaurant is indeed VERY popular (a good guess would be that someone has been there herself … ). “The morale from this story could easily be,” says Mariek “that there is more in life than endless spending – although it can be fun! This is an alternative way not to overspend and at the same time get something “new” and different.”
“But, when it comes to cosmetics,” Mariek adds “please make a choice you back up completely. It is not only a matter of looking good, but also of having a good feeling about how you spend your money.”
Have a nice weekend.