Client Overview
- Industry: Multi-Cuisine Restaurant Chain
- Location: Mumbai, India
- Duration: 6 Weeks
- Services Provided: Brand Identity Revamp, Social Media Strategy, Content Creation, Influencer Marketing, and Local SEO
Objective
After a decade of operations, the client, a popular family restaurant chain, wanted to refresh its brand identity to connect with a younger audience while maintaining its loyal base.
Goals included:
- Modernizing the visual and digital identity
- Reviving engagement on social media platforms
- Increasing dine-in footfall and online visibility
- Positioning the restaurant as a trusted yet trendy dining brand
Challenges
- Outdated logo and inconsistent branding across outlets
- Declining engagement on social media due to repetitive content
- Confused brand perception, appealing neither strongly to families nor millennials
- Minimal online visibility and no influencer collaborations
Strategy & Execution
1. Brand Identity Refresh
- Redesigned the logo and color palette to reflect warmth and modern dining aesthetics.
- Created a consistent brand kit including typography, social media templates, menu design, and packaging updates.
- Updated in-store branding and signage to align with the new digital look.
2. Social Media Revamp
- Launched the campaign #NewFlavoursOfFamiliar, highlighting the restaurant’s new look and menu.
- Introduced a fresh content calendar featuring behind-the-scenes kitchen moments, chef stories, and nostalgic throwbacks.
- Replaced stock imagery with real-shot visuals and cinematic videos, boosting authenticity.
3. Influencer & Community Marketing
- Partnered with 20+ Mumbai-based food influencers for launch coverage.
- Hosted a “Taste the Change” event, where influencers, loyal customers, and media experienced the rebrand firsthand.
- Encouraged UGC (User-Generated Content) through a #MyTableStory contest.
4. Local SEO & Google My Business Optimization
- Updated NAP details and optimized the Google Business Profile with new visuals and brand copy.
- Collected 350+ new positive reviews in a month using QR-based review prompts.
- Improved local keyword ranking for “family restaurants near me” and “multi-cuisine restaurants Mumbai.”
Results
The rebranding campaign delivered impressive results within just six weeks. The restaurant’s Instagram engagement rate rose from 1.2% to 2.9%, marking a 140% increase. Its follower base grew from 18.5K to 25.6K, reflecting a 38% surge in organic reach.
On Google My Business, the restaurant’s profile views doubled, growing from 22,000 to 44,000, while weekly footfall increased from 2,100 to over 3,600 diners, representing a 71% rise in in-store visits. In addition, over 350 new positive reviews were collected within the campaign period, boosting the restaurant’s credibility and search ranking.
Key Takeaways
- Consistency in branding and communication builds long-term digital equity.
- Authentic visuals drive better engagement than polished stock imagery.
- Rebranding is not just visual; it is about reintroducing the story behind the brand.
- A well-planned launch event amplifies online buzz and customer retention.
Conclusion
Mango Marketing’s holistic rebranding approach helped the 10-year-old restaurant chain rediscover its voice and audience. By blending design, storytelling, and data-backed strategies, the brand evolved from outdated to outstanding and became a go-to spot for both families and millennials once again.