Client Overview
A well-established pure vegetarian & Jain restaurant in Mumbai, known for its authentic North Indian cuisine, wanted to expand its menu by introducing an Asian cuisine segment. Despite a strong local customer base, the restaurant faced challenges in promoting the new menu and ensuring its acceptance among existing patrons.
Objective
- Increase awareness of the newly introduced Asian menu.
- Drive sales and establish the Asian cuisine as a significant revenue contributor.
- Expand customer reach through strategic marketing.
Challenges
- The restaurant had no prior experience with Asian cuisine, making it difficult to position itself as an authentic provider.
- Existing customers associated the restaurant solely with North Indian food, creating resistance to trying the new menu.
- The competitive market in Mumbai already had established Asian restaurants, making visibility a challenge.
- Required offline and online promotional strategies to drive footfall and encourage trial.
Solution
Digital Marketing Strategy
- Content Creation: Designed visually appealing social media creatives, reels, and videos to introduce and highlight the new Asian menu.
- Social Media Marketing (SMM): Promoted the menu across Facebook & Instagram ads, ensuring high visibility and engagement.
- Influencer Marketing: Collaborated with local food influencers and bloggers to generate buzz and create authentic recommendations.
- Third-Party Aggregator (TPA) Management: Optimized listings on Zomato, Swiggy, EazyDiner, ensuring higher search rankings and reviews.
- Google My Business (GMB) Optimization: Enhanced GMB listings with updated photos, menu highlights, and promotional offers.
- WhatsApp Marketing: Weekly targeted campaigns were sent to loyal customers, offering exclusive discounts and combo offers on the new menu.
- Performance Marketing: Focused ad campaigns on high-intent users searching for Asian cuisine in the local area.
Offline Marketing & Customer Engagement
- In-Restaurant Promotions:
- Designed tent cards, standees, and cutouts to promote the new offerings.
- Trained service staff to upsell the Asian dishes by recommending them to diners.
- Exclusive Launch Offers:
- Introduced limited-period discounts and combo deals to encourage first-time trials.
- Hosted special tasting events for VIP customers and food bloggers.
Execution & Timeline
- The campaign was executed over 4 months, with regular content updates, influencer engagement, and ad optimizations to maximize visibility and conversions.
- Offline promotions and staff training sessions were conducted at regular intervals to ensure a seamless dining experience for customers.
Results & Impact
- Sales of the new Asian menu skyrocketed from ₹7 lakh to ₹22 lakh within the campaign period.
- Social media engagement increased by 180%, with significant traction on reels and posts.
- Footfall grew by 40%, as more customers visited to try the Asian menu.
- Google My Business visibility improved, ranking the restaurant higher for “best Asian food in Mumbai” searches.
- Positive customer reviews on food delivery platforms and social media contributed to long-term brand credibility.
Conclusion
By combining strategic digital marketing, influencer collaborations, and offline engagement, Mango Marketing Agency successfully helped the restaurant establish a strong foothold in the Asian cuisine segment. The campaign not only boosted sales and awareness but also ensured a sustainable growth strategy for future menu expansions.
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