Success Story
Inside Groot Hospitality’s Marketing Strategy to Scale with Less Tech, Not More
Katelyn Andrews
3 min read
Aug 14, 2025
Katelyn Andrews
3 min read
Aug 14, 2025
When it comes to creating unforgettable nights out in Miami, few do it better than Groot Hospitality. As the team behind some of the city’s most iconic venues, including Komodo, Casadonna and the famous LIV nightclub, Groot has built its brand on high-energy experiences, standout food and exceptional service.
To help scale that level of hospitality across its growing portfolio of 10+ venues, Groot relies on SevenRooms, not just for reservations, but for CRM, operations, marketing, events and guest engagement.
The result? A masterclass in what happens when you bring your entire tech stack under one roof.
Groot’s hospitality philosophy is rooted in high standards, and so is their approach to technology. As the group has grown, so has their reliance on SevenRooms as a central platform for powering the guest experience across every location and touchpoint.
“We’ve used [SevenRooms] for everything, from bookings and events to marketing,” says Gideon Amelkin, Marketing Director at Groot Hospitality. “We’ve explored all the different functionalities of the platform.”
SevenRooms has long been a part of their tech stack, but over time, adoption has deepened, especially as the team sought to streamline tools and reduce marketing spend. While they previously relied on Mailchimp to manage email campaigns, they eventually brought email marketing in-house using SevenRooms. The result was a more efficient, integrated system—and significant cost savings.
“We were spending close to $10,000 a month on Mailchimp, depending on how many emails we sent,” says Gideon. “By shifting everything into SevenRooms, we cut that cost, and we’re still sending millions of emails.”
With marketing and operations under one solution, the team can move faster, test new ideas and scale campaigns more efficiently.
At Groot, marketing isn’t just about promotion, it’s about storytelling. The team uses email to support everything from new venue openings to sushi masterclasses, holiday brunches and Miami Spice activations. Every campaign is built with one goal in mind: to bring guests into the experience.
“With SevenRooms, it’s easy to build emails, upload files and host videos and GIFs,” shared Gideon.
“When we open a new venue and email the list, we’ll see hundreds of reservations come in, and using SevenRooms, we can tie those reservations back to each campaign,” says Gideon. “Anything that’s more experiential like a masterclass, brunch activation, or live music, those always perform really well.”
One of the biggest advantages of using SevenRooms, Gideon says, is the ability to turn guest data into tailored marketing. The team regularly segments campaigns by visit behavior and history, sending targeted email automations to first-time diners, repeat guests and those who haven’t visited in 30 or 60 days.
“We’ve got things segmented out by first-time diners, repeat guests, ‘we miss you’ emails,” he says. “And for a while we even used confirmation emails to cross-promote our other businesses.”
Guest tagging through SevenRooms' CRM plays a major role behind the scenes, helping the team identify VIPs, event attendees and campaign responders with ease.
“We have tons of tags: VIP, hot reservation, Miami Spice,” he explains. “Anytime we do a ticketed event or use an event widget, we create a tag and it gets linked into the database to guest profiles. We even auto-tag our DoorDash customers, it helps keep everything organized, allowing us to deliver more tailored service and personalized marketing.”
With new venues launching and activations happening year-round, the Groot team continues to leverage SevenRooms as the foundation for its marketing and guest experience strategy. And looking ahead, they’re optimistic about what’s possible now that SevenRooms has joined the DoorDash family.
“I think it’s great,” Gideon says. “We already use DoorDash for delivery, so seeing them join forces with SevenRooms just makes sense. The only thing SevenRooms didn’t have before was a marketplace, now that they do, it’s exciting to see what’s possible.”
Discover how SevenRooms can help your venue improve guest loyalty, streamline operations and drive revenue with an all-in-one CRM, marketing and operations solution. Request a demo today and see what we can do for you.