RDX’s eccentric marketing strategies stand out in the hustle of Thamel
Just what does it take for a business to flourish in the busy streets of Thamel? With restaurants, bars, clubs, and other service-oriented businesses operating in almost every building in the area, competition is over the roof. Thriving in such a competitive marketplace requires one to differentiate your business from hundreds of others that aspire to do the same. As such, Thamel is the battleground where service-oriented businesses are constantly trying out avant-garde strategies to catch the attention of consumers. RDX Restaurant, Tattoo, and Bar is one such place that is getting major attention on social media for its peculiar marketing strategies.
The name RDX began mushrooming on social media when it opened its doors to support the public toilet campaign of Balen Shah. The popular news & media page on Facebook, Routine of Nepal Banda, shared the pictures of RDX to the general mass. Soon after, mainstream news & media institutions were quick to capture the story of RDX. As such, the venue was able to establish itself as a groovy place for the wanderers of Thamel. Moreover, the public toilet strategy has also seen business conversions as visitors who are allured by the bar’s ambiance stay for a beer or two.
The Inception of RDX
Before RDX, the owners of the place had been running a tattoo shop and a restaurant & bar under different brand names. Only recently did the owners congregate to operate a restaurant & bar, and tattoo shop under the brand name RDX. The nature of the two businesses is such that they have a symbiotic relationship. Customers who visit for tattoos are often accompanied by friends who spend on drinks and food while they wait. Likewise, some customers who visit the restaurant & bar also build a fondness for tattoos. RDX started to capitalize on this symbiotic relationship between these two different businesses.
To keep up with the competitive marketplace of Thamel, RDX boasts several factors as its Unique Selling Point. The brand believes in the principle that the visiting customers need to feel a sense of comfort in RDX. Customers are not restricted by pesky rules and regulations. While RDX does not condone violent behavior, inebriated customers are free to get on the table and dance to the tunes of music played by a live band.
Furthermore, the brand also flaunts a carefully curated restaurant menu at a surprisingly low price when compared to other places in Thamel. While restaurants in Nepal are known to include a plethora of dishes on their menu, RDX offers a limited list of specialized dishes.
Additionally, to differentiate its brand name in the social media sphere, RDX uploads photographs of its customers in black and white to align with the brand color.
Unconventional Marketing Strategies
RDX’s marketing strategies are some of the most unorthodox ones in the busy streets of Thamel. Most bars in Thamel use happy hour strategies where customers can get drinks at a discounted rate; RDX takes it up a notch. RDX has an unlimited beer package where customers can get unlimited San Miguel beers at Rs 1200 under the condition that they are not allowed to urinate. If you have to relieve yourself, you can repeat the unlimited package at Rs 900 under the same condition. If you have to relieve yourself again, you can repeat the same package at Rs 1200. This sort of strategy has proved to be effective in attracting new customers.
Moreover, RDX also uses several spontaneous strategies like a “Special Minute” where drinks and shots are offered at a heavily discounted rate. The special minute is announced randomly during televised football matches or busy hours. Additionally, RDX is planning several events to promote the place vicariously. One such event is the “Beer Fest” where several participants shall compete in a beer drinking competition to grab attractive offers.
