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Case Study

The Challenge

Royal Nawaab Manchester is the largest Indian buffet restaurant in Europe, serving award-winning dishes in 5-star surroundings.

Despite their 20-year history, Royal Nawaab was struggling with online brand awareness. Their social channels were underused, under-performing, and lacked identity. Their dining experience is like no other, but their social channels didn’t show it off. Plus, they were losing potential customers by neglecting social media feedback and enquiries.

They came to us for a compelling social media content strategy that would match their prestigious place in the restaurant industry.

Egg Fried Rice

Nobody makes Egg Fried Rice like Royal Nawaab 😉 #ILoveRoyalNawaab

Posted by Royal Nawaab Manchester on Monday, 2 December 2019

The Solution

Content Strategy

Royal Nawaab’s primary platforms are Instagram and Facebook, which are both highly visual but saturated with content from other restaurants. Most of the industry is posting easily replicated content just once or twice a week. Royal Nawaab needed more regular content that stood out next to the industry average.

We began by identifying what makes Royal Nawaab different. The restaurant is luxurious and award-winning, with over 70 fresh dishes, and everything is cooked live by 20 experienced chefs. This is something other restaurants can’t match, so we used their USPs to create 20 high quality monthly posts, prioritising video and imagery. We also posted at strategic times of day to maximise impressions.

Content Strategy

Royal Nawaab’s primary platforms are Instagram and Facebook, which are both highly visual but saturated with content from other restaurants. Most of the industry is posting easily replicated content just once or twice a week. Royal Nawaab needed more regular content that stood out next to the industry average.

We began by identifying what makes Royal Nawaab different. The restaurant is luxurious and award-winning, with over 70 fresh dishes, and everything is cooked live by 20 experienced chefs. This is something other restaurants can’t match, so we used their USPs to create 20 high quality monthly posts, prioritising video and imagery. We also posted at strategic times of day to maximise impressions.

"Food Porn" Content

To highlight the mouth-watering menu, we created food photography images and videos full of action and drama, including sizzling dishes, flaming chicken wings, and Royal Nawaab’s skilled chefs doing what they do best. This ‘food porn’ style of content is highly shareable and creates engagement across platforms.

To improve engagement even further, we put an ad budget behind the content on Facebook and Instagram. We aggressively targeted the restaurant’s desired audience, as well as existing customers who would be keen to return. To maximise ROI, we focused on under-priced mediums like Instagram and Facebook stories.

Egg Fried Rice

Nobody makes Egg Fried Rice like Royal Nawaab 😉 #ILoveRoyalNawaab

Posted by Royal Nawaab Manchester on Monday, 2 December 2019
Egg Fried Rice

Nobody makes Egg Fried Rice like Royal Nawaab 😉 #ILoveRoyalNawaab

Posted by Royal Nawaab Manchester on Monday, 2 December 2019

Engagement Strategy

Royal Nawaab has over 5000 reviews on Google, averaging at 4.2 stars. We built on this existing engagement by giving customers the detailed responses they deserve. With social media community management, we ensured comments and direct messages across Facebook, Instagram, and Google My Business received a response within 4 hours, which is exceptionally fast for a restaurant of this size.

If someone had a question, we gave them a fast, helpful answer before another restaurant would. When customers left positive reviews and comments, we thanked them and kept the experience positive after they left, because the experience doesn’t finish at the restaurant door. If anyone was unhappy, we resolved the situation quickly. This would improve the chances of individual customers making positive word-of-mouth recommendations.

Engagement Strategy

Royal Nawaab has over 5000 reviews on Google, averaging at 4.2 stars. We built on this existing engagement by giving customers the detailed responses they deserve. With social media community management, we ensured comments and direct messages across Facebook, Instagram, and Google My Business received a response within 4 hours, which is exceptionally fast for a restaurant of this size.

If someone had a question, we gave them a fast, helpful answer before another restaurant would. When customers left positive reviews and comments, we thanked them and kept the experience positive after they left, because the experience doesn’t finish at the restaurant door. If anyone was unhappy, we resolved the situation quickly. This would improve the chances of individual customers making positive word-of-mouth recommendations.

Egg Fried Rice

Nobody makes Egg Fried Rice like Royal Nawaab 😉 #ILoveRoyalNawaab

Posted by Royal Nawaab Manchester on Monday, 2 December 2019

Food Influencer Strategy

To add to our on-page content, we also teamed up with food and lifestyle influencers and bloggers with appropriate followings for a family restaurant. We invited them down to Royal Nawaab so they could photograph and share the amazing dishes, luxury environment, and live cooking experience with their followers. To maximise ROI and ensure genuine engagement, we also vetted each influencer’s following.

Food Influencer Strategy

To add to our on-page content, we also teamed up with food and lifestyle influencers and bloggers with appropriate followings for a family restaurant. We invited them down to Royal Nawaab so they could photograph and share the amazing dishes, luxury environment, and live cooking experience with their followers. To maximise ROI and ensure genuine engagement, we also vetted each influencer’s following.

Watch the video case study

Response

As soon as we started posting engaging images and videos on Royal Nawaab’s social channels, views, comments, likes, and shares started to flood in. The videos and images generated thousands of views, and people started tagging friends, engaging with the menu, and making plans to visit Royal Nawaab and taste the food for themselves.

Royal Nawaab has been serving award-winning Indian cuisine for 20 years, but people had forgotten how great they were because their social presence didn’t interest or inspire. Now, their online brand has been revitalised, bringing old customers back, and creating plenty of new ones.

Response

As soon as we started posting engaging images and videos on Royal Nawaab’s social channels, views, comments, likes, and shares started to flood in. The videos and images generated thousands of views, and people started tagging friends, engaging with the menu, and making plans to visit Royal Nawaab and taste the food for themselves.

Royal Nawaab has been serving award-winning Indian cuisine for 20 years, but people had forgotten how great they were because their social presence didn’t interest or inspire. Now, their online brand has been revitalised, bringing old customers back, and creating plenty of new ones.

Watch the video case study

Results

Social Media Engagement
Up By 80%

220,000 Impressions
Delivered Each Month

140,000 Potential New Customers
Reached Each Month

Record Number
Of Engagements

Won
Buffet Restaurant
Of The Year 2019

Increase In
Monthly Covers Across

Social Media Engagement
Up By 80%
220,000 Impressions
Delivered Each Month
Won
Buffet Restaurant
Of The Year 2019
Increase In
Monthly Covers Across
140,000 Potential New Customers
Reached Each Month
Record Number
Of Engagements

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