2025 AAARI Innovators Fellowship - Team Amplify

Team Amplify focused on addressing the digital struggles of Asian-owned small businesses, particularly restaurants, that were challenged by the post-pandemic relaunch. The projects core hypothesis was that improving a restaurants digital visibility would increase foot traffic, attract delivery customers, improve brand recognition, and strengthen customer loyalty. The team used Tang Pavilion, a Shanghainese Chinese restaurant in Midtown, as a case study, noting its lack of a central website, outdated social media, and underutilized customer reviews due to limited resources. The strategy involved building a modernized, mobile-friendly website to establish branding and services , enhancing social media with new content, and encouraging customer reviews via a QR code system. Beyond this specific restaurant, the team is developing digital workshops to empower other Asian-owned businesses to manage their own digital presence, focusing on practical tools like setting up Google Business Profiles and improving local search rankings. The project established a strong digital foundation for Tang Pavilion and a framework for continued growth, setting the stage for long-term marketing efforts and community impact.