Mika Ferrer has a double BA from the United States and a Master's Degree and has built up years of study and experience in the field of publicity and marketing, branding, and creativity. After working as a managing director at Microsoft Miami USA for several years and then opening his own publicity agency, he heeded the call of his family. They had managed several restaurants in Playa de Palma for decades and now needed to “turn their businesses up a notch”. Thanks to Ferrer’s fresh approach, combined with the work and experience of his three siblings, Juan M. (CEO), María (CFO), and Coloma (CLO), Enjoy Restaurants Group has consolidated its position as one of the leading businesses in the hospitality sector in Mallorca.
What was your family looking for when they asked for your help in 2013?
They were after disruptive, modern, global ideas... You could even say crazy ideas. They wanted advice on how to approach things from a marketing, branding, and publicity perspective. Style, decoration, color, music... A set of details that we slowly fine-tuned... And considerably increased their turnover.
That was in 2013, and in 2014 they asked you to work with them for good...
Yes. We created the Enjoy International brand, which changed to Enjoy Restaurants Group in 2020. We asked the boss (our father) for permission to make creative changes to the restaurants... We started to do local benchmarking, market studies, competitor analyses....We applied all the techniques that I knew well to the hospitality sector. And analyzing all the needs of the market is what made us so successful. Of course, you have to take risks, and most important of all is knowing how to turn your hospitality business into a marketing product.
What does branding involve when it’s applied to hospitality?
Everything is branding: the plates, cutlery, decoration, menu design, food, dish presentation, uniforms, aroma, music... All of that is branding, and it is one of the lessons that we have applied as a mantra to the way we work.
What would you say to restaurant owners who think investing in marketing is not necessary because their food is good enough?
I believe that nowadays, either you have a marketing budget and a great team or agency behind you, or you don’t stand a chance. Marketing is essential. Anyone who thinks that it’s enough to just open a restaurant that serves good food is deeply mistaken. Before, there were a series of general expenses that everyone knew you had to pay (like gas, rent, etc.) but now there’s an extra cost, marketing, and you won’t succeed without it. For example, either you’re on social media, or you simply don’t exist.
Does social media offer a good return on investment?
Of course it does. But it’s not a direct return; the restaurant doesn’t fill up because you publish a post or video. It’s mid-to-long-term work. Like I said, it’s all branding, and on social media it’s even more so. A customer’s first contact with the brand is often through social media. First, you have to grab their attention, get a “like”, a new follower, and then persuade that follower to visit your restaurant. The process can take anything from a day to a year, that’s why it’s extremely important to have a good team and a clear branding.
What’s the key to your success?
Being restless. Part of our success is due to the fact that we’re very proactive, fun, and are always making things happen. We’ve got DJs, we organize lots of events, we update the menu every two to three months, we always have new cocktails... We’re constantly communicating new things, and that attracts people. And that’s marketing too.
How would you describe each of your restaurants?
Chalet Siena is our most emblematic restaurant. It’s “the place to be”: a fun, fine dining restaurant with live DJ sessions where thereis always something going on; Ginger is a healthy food concept and uses local products; El Chiringuito Beach House revitalizes the Spanish beach bar concept but in an authentic, high-quality gourmet experience with parties and resident DJs; Bonito is the most beautiful (bonito) restaurant we’ve designed yet... We designed it to attract beautiful people; it’s gastronomy is a fusion of Asian street food, Mexican and Japanese cuisine. Born 8 in Palma is in the heart of the ‘golden mile’ and is very urban and cozy, it’s classy. Ginger Palma is right next door, and it replicates Ginger Beach in the city; Bikkini Beach has a mixture of Tulum and Bali vibes, it’s our “Bali Beach House”... The menu features a selection of “raw food” ceviches, poke bowls, sushi... It’s a very trendy restaurant inspired in Asia... We’ve created Bikkini Beach - Puerto Portals in Puerto Portals marina. During the day it has the same concept as Bikkini Beach Playa de Palma, and at night it transforms into a “cocktail club” until 3 am and has a great DJ line-up. Our latest opening for 2024 is Grand Siena on the seafront promenade in Palma; it’s a spinoff of Chalet Siena a “Gatsby” touch, more classic.
Which is your favorite creation?
All of them, honestly, each one has its own character and personality, and they are all concepts that have been designed with the love and affection that they deserve. I’m really proud of them all.
