Increased a Toronto restaurant’s visibility and sales by 253% through strategic branding, targeted social media ads, and impactful content creation tailored to its unique audience.
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Head of Content - Hilary H
Client Overview
A popular Toronto-based restaurant chain introduced a unique, Asian fusion concept eatery in the competitive neighborhood of Chinatown. Despite earning a remarkable 4.7 rating on Google Business and being awarded “Most Loved Restaurant” on DoorDash, the restaurant faced challenges in attracting more customers and converting positive reviews into increased foot traffic and orders. They sought our expertise to boost online visibility, grow their social media presence, and increase delivery orders and dine-in customers.
Challenge & Solution
The Challenge
Limited Social Media Presence: The restaurant had minimal social media activity, missing opportunities to connect with digitally savvy customers, such as nearby college students and young professionals.
Low Online Visibility in a Competitive Location: Despite a high rating, the restaurant struggled to stand out online, with limited visibility in search results and directory listings compared to competitors in the bustling Chinatown neighborhood.
Low Brand Awareness: Prospective customers had low awareness of the restaurant’s unique offerings, making it harder for the restaurant to attract first-time visitors and convert them into loyal customers.
Financial Pressure from Rising Food Costs: Increasing costs made it critical to ensure that every marketing dollar yielded results.
We sought our RTM360 because they really understood our goals and were able to reach those benchmarks.
Fred L, Owner
The Strategy
To address these challenges, we crafted a multi-faceted strategy focused on branding, social media, and targeted advertising to establish the restaurant as a top choice for local diners and delivery customers.
Brand Development and Identity
- Mission Statement and Theme: Created the mission statement, “Have you eaten yet?”, conveying warmth and community. Developed a consistent color scheme and brand theme to unify the restaurant’s digital presence and create a memorable identity.
- Unique Menu Highlight: Focused on the signature clay pot rice bowl, educating customers on its origins and unique preparation to differentiate it from other dining options.
Content Creation
- High-Quality Visual Content: Captured visually appealing images and videos showcasing the clay pot rice bowl, beef noodle dishes, and other signature items, highlighting the artistry and care in each dish.
- Transparency Through Video: Developed behind-the-scenes Instagram Reels and Stories, sharing kitchen moments and dish preparation. This personal approach helped humanize the brand and foster trust among the audience.
Social Media Strategy
- Consistent, On-Brand Posting: Maintained a consistent posting schedule across platforms, aligning all content with the brand’s colors and message.
- Targeted Ads and Geo-Targeting: Launched ads focused on a 2-3 km radius to maximize local visibility. We tailored ads to university students nearby, promoting the restaurant as a top choice for casual dining and affordable meal options.
- Clear Calls to Action: Created targeted landing pages and implemented strong CTAs, such as exclusive social media follower discounts and menu exploration links, guiding customers to engage and order.
Social Media Engagement and Incentives
- Follower Rewards: Established a rewards program for social media followers, encouraging them to engage and share posts, thereby building customer loyalty.
- Incentives for Online Orders: Offered promotions for delivery orders and in-store dining, incentivizing customers to place more frequent orders.
Results
Within the first month of implementing our strategy, the restaurant experienced impressive growth in engagement, visibility, and revenue:
Dramatic Increase in Online Visibility
- High-quality visuals and strategic distribution across social platforms, Google My Business, BIA websites, and review directories (e.g., Yelp, TripAdvisor) substantially improved the restaurant’s visibility, making it easier for potential customers to discover them online.
Significant Social Media Growth
- Impressions: Achieved over 16,265 impressions within the first month, representing an 879% growth rate.
- Engagement: Increased engagement by 592% through short-form videos and engaging social media posts, highlighting the effectiveness of visually compelling, snackable content.
- Reach: Boosted reach by 2223% with targeted ads, effectively growing the restaurant’s online audience despite the initial low follower count.
Revenue and Order Growth
- Delivery Orders: Saw a 253% increase in delivery sales and a 165% increase in dine-in and takeout orders within the first month of our social media and ad campaign.
Client Feedback:
The client expressed high satisfaction with the immediate results, noting our ability to translate their unique offerings into a compelling digital presence that resonated with their target audience. They were particularly pleased with our understanding of their brand vision and ROI-driven approach.
