Somerset restaurant’s challenge celebrates small-town Manitoba
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A social media challenge launched by a family-owned restaurant in rural Manitoba has grown into a provincewide campaign celebrating small-town communities after attracting visitors from dozens of communities in a matter of days.
The Somerset Food Bar & Lounge launched its “60 Towns in 60 Days” challenge on July 6, inviting customers to visit the restaurant and represent their hometowns.
The original goal was to welcome visitors from 60 Manitoba communities over the course of the summer. Instead, the restaurant expects to reach that milestone in about 10 days and has expanded the challenge to include 100 communities.
Owner Jay Friesen said the idea came after staff noticed more customers making long drives to the restaurant, which has been operated by the same family for more than 45 years.
“People couldn’t believe others would make that kind of drive for a little small-town restaurant off the main highways, so we thought we’d document it and highlight the towns making those drives this summer,” Friesen said.
He said customers have travelled from communities as far as Winkler, about an hour away, and Winnipeg, more than two hours away.
Participants have shared their visits on social media, tagged friends and encouraged residents from other communities to take part, helping the campaign spread quickly across the province.
Friesen said the campaign has resonated because it shines a positive light on rural Manitoba at a time when many independent restaurants are struggling.
“Restaurants are never an easy business. More and more of them are shutting down in our communities,” he said. “Highlighting all these small towns in our videos creates a sense of community around the whole challenge.”
He said the response also reflects Manitobans’ continued willingness to support locally owned businesses and rural communities.
“When done right, the local experience is what Manitoba is all about,” Friesen said. “It’s personable, warm and friendly. Everyone has their own stories and everyone wants to be a part of their communities.”
The campaign has evolved beyond promoting the restaurant into a chance to showcase communities across Manitoba while encouraging people to explore different parts of the province, Friesen said.
The Somerset Food Bar & Lounge expects the challenge to continue throughout the summer as it works toward its new goal of welcoming visitors from 100 Manitoba communities.
» Winnipeg Sun