Case Study: Romanian Traditional Restaurant

Introduction

AVA Grill is a restaurant in the city that has been operating for 2 years (as of the time of writing), providing customers with a traditional Romanian barbecue experience. Despite offering high-quality food, AVA Grill has had difficulty attracting customers and building a loyal customer base. This is where our team at Display Heads Media comes in. Our task is to develop a comprehensive marketing strategy that will help the restaurant gain visibility, attract new customers, and retain existing ones.

Our Approach

To begin, our team conducted a thorough analysis of the restaurant’s current marketing efforts and online presence. We discovered that AVA Grill had a lackluster website, limited social media presence, and minimal advertising efforts. Additionally, the restaurant lacked a consistent brand identity and message, making it difficult for customers to connect with the brand. To address these challenges, we developed a comprehensive marketing strategy that includes social media marketing, print marketing, ads marketing, social management, in-restaurant marketing, website redesigning, delivery and ordering systems development, product photography services, new menus and printables creation, billboard banner designing services, external delivery software integrations (Bolt Food, Glovo & Tazz by Emag), an improved dish selection process while encouraging new reviews.

Goals

The main objectives of the digital marketing campaign were to boost website traffic, enhance search engine rankings, and generate more leads and conversions. Specifically, the restaurant aimed to:

• Increase website traffic by 25% within the first six months
• Improve search engine rankings for crucial keywords related to their cuisine and restaurant
• Raise online reservations and takeout orders by 15% within the first half-year
• Develop a robust social media presence and interact with customers online.

Strategy

To achieve these goals, our team developed a multi-faceted digital marketing strategy that included:

1. Website Optimization

Our initial step was conducting a comprehensive audit of the restaurant’s website to identify areas that require improvement. We discovered several issues with the structure, content, and user experience of the site, which included slow loading times, an outdated design, and unclear calls to action. To address these concerns, we:

• Redesigned the website using a contemporary and mobile-friendly design
• Simplified the site’s structure and navigation to make it more user-friendly
• Improved page load times by optimizing images and code
• Added explicit calls to action throughout the site to promote reservations and takeout orders
• Enhanced the site’s content with relevant keywords for better search engine rankings.

2. Social Media Management

To establish a stronger social media presence, we have implemented a comprehensive strategy that involves:

• Creating and optimizing profiles on Facebook, Instagram, and Twitter
• Developing a content calendar for regular updates and promotions
• Engaging with customers through comments and messages on social media
• Running targeted ads on social media platforms to drive traffic to the website and increase online orders.

4. Paid Advertising

Finally, we developed and managed a paid advertising campaign on Google Ads and Facebook to increase visibility and drive traffic to the website. The campaign included:

• Conducting keyword research to identify relevant search terms for the restaurant and its cuisine
• Creating targeted ad campaigns on Google Ads and social media platforms, such as Facebook and Instagram
• Regularly monitoring and optimizing ad performance to maximize ROI

Social Media Marketing

We developed a social media marketing plan that included creating engaging content, responding to customer inquiries and reviews, and increasing AVA Grill’s social media presence. We created social media accounts for AVA Grill on Facebook, and began posting high-quality images of their dishes, promotions, and events.

We also used social media advertising to target potential customers in the local area. Our team ran highly targeted ads on social media platforms, targeting customers within a certain radius of the restaurant. These ads featured high-quality images of AVA Grill’s signature dishes and promotions, driving traffic to their website and increasing foot traffic to the restaurant.

Print Marketing

Our team developed a print marketing campaign that included designing and printing flyers, posters, and other marketing materials. We created a cohesive brand identity for AVA Grill, which included branding redesign, business cards, and new menus. We also designed and printed flyers and posters to distribute around the local area, promoting AVA Grill’s traditional Romanian cuisine.

In-Restaurant Marketing

To create a welcoming atmosphere for customers, we helped AVA Grill create an in-restaurant marketing campaign. We designed and printed custom menus and other marketing materials to showcase their brand identity and highlight their signature dishes. We also worked with the restaurant’s staff to improve their hospitality.

Website Redesign and Delivery and Ordering Systems

One of the most significant challenges for AVA Grill was the outdated website and the lack of a delivery and ordering system. Our team worked closely with the restaurant to develop a new website that showcased their unique brand identity and highlighted their signature dishes.

We also integrated external delivery software, such as Bolt Food, Glovo, and Tazz by Emag, into the website, making it easier for customers to order online and get their food delivered to their doorstep.

Product Photography, New Menus and Printables

To showcase the restaurant’s unique dishes, our team conducted a professional product photography session. We took high-quality images of the restaurant’s signature dishes, creating a mouth-watering visual display that would appeal to potential customers.

We also helped AVA Grill redesign their menus and printables, creating a cohesive brand identity and highlighting their signature dishes. The new menus and printables featured high-quality images of the restaurant’s dishes, making it easier for customers to make informed choices when placing their orders.

Billboard Banner Designs:

We created billboard banner designs for AVA Grill, strategically placing them in high-traffic areas around the city. These billboards featured high-quality images of the restaurant’s signature dishes, promoting AVA Grill’s unique Mediterranean and fusion cuisine.

Social Media Campaigns and Events:

To increase engagement with the restaurant’s social media pages, we developed social media campaigns and events. These campaigns included online contests and giveaways, encouraging followers to tag friends and share the restaurant’s posts. We also created events that showcased the restaurant’s dishes, such as a wine and food pairing event.

Dish Selection:

We worked with the restaurant to review their menu and make recommendations for new dishes that would appeal to customers. Our team helped AVA Grill create profitable & delicious dishes, creating a unique dining experience that would set them apart from other restaurants in the area.

Encouraging New Reviews:

Reviews play a critical role in the success of any restaurant, and AVA Grill was no exception. Our team developed strategies to encourage customers to leave positive reviews on sites like Google. We also responded to all customer reviews, both positive and negative, to show customers that the restaurant valued their feedback and was committed to providing an exceptional dining experience.

Results:

Thanks to our comprehensive marketing campaign, AVA Grill saw a significant increase in both foot traffic and online orders. The restaurant’s social media pages saw a massive increase in followers and engagement, with customers sharing images of their dishes and leaving positive reviews.

Results

Over the course of the 6-month campaign, our team achieved significant results for the restaurant:

• The website traffic increased by 35%.
• Search engine rankings significantly improved for key search terms, such as “Traditional Restaurant in Bucharest”.
• Online reservations and takeout orders increased by 25%.
• Social media engagement grew by 50%.
• Paid advertising campaigns generated a return on investment (ROI) of more than 400%.

Conclusion:

Working with AVA Grill was an exhilarating and fulfilling experience. We created a comprehensive marketing strategy that addressed the restaurant’s challenges and helped them achieve their goals. Our digital marketing campaigns resulted in a notable increase in website traffic, social media followers, and online orders for AVA Grill. Moreover, the restaurant’s online reputation improved significantly, with more positive reviews and increased engagement from customers. Our offline marketing efforts also contributed to an enhanced brand awareness within the local community, attracting new customers to the restaurant. Overall, our efforts at AVA Grill led to increased revenue and improved operations while establishing a robust brand image and a loyal customer base.

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