Digital Branding worked to
Monitoring the Chatter, Socializing the Pizza Batter!
Digital Branding / ORM
Italia, as the name suggests, is an Italian cuisine themed fine dining restaurant in Delhi by one the heavy weights of Indian hospitality industry, The Park Group. Italia is a standalone restaurant, one of only 3 of its kind in India. The restaurant has won numerous awards for its quality service and food.
Even after 3 years of its existence, the restaurant was known to only few. Being located in a Shopping Mall, the brand’s identity was taken as a “Fast Food Joint” rather than an Italian fine dining restaurant. The major challenge was to spread the brand name along with the Italia’s ethos of high class service, great food & fine dining experience. Avid fans and people going to the restaurant were not able to talk or were not encouraged to talk about the restaurant on social mediums.
With the presence of a host of review sites and social media networks, reviews & rating management was also required
Italia had some digital presence on a few social media sites, but not strong enough. Hence, we started with creating the Social properties for Italia on various sites such as Twitter, Pinterest, etc. and corrected the information and frequency on FB & Google places which enabled people to find restaurant on maps for check-ins and navigation. The more important segment was the communication; here, with the help of Italia’s chefs, we started posting the pictures of Mediterranean delicacies, which separated us from regular fast food joints. We then communicated subtle messages regularly highlighting the high standards of customer service.
To increase the footfall, an authentic Pizza event was created, where customers were treated with Pizzas cooked in authentic Italian way. For this, social media was extensively used, with a specially designed online menu; FB event being the base of the activity. Specially constructed deals on various discounts sites such as Groupon, were also run to pull more audience even during the lean periods such as weekdays.
Reviews and chatter on restaurant review sites and social media were regularly monitored. Any negative comments or bad reviews were handled carefully to make sure the complainant was given a positive answer.
- Wordpress Blog
- Custom Menu Desiging
- Shortstack app builder
Within 3 months, the brand saw a substantial positive change. An increase in footfall was observed even on weekdays, Groupon being directly responsible for 50 new guests within 10 weekdays.
FB page likes for the restaurant also went up from 565 to 2500+ in around 3 months, organically connecting friends of friends
Before the campaign, only 72 people had reviewed the restaurant on Zomato. Within 3 months, the number had increased by 100% and the average rating also moving from 3.2 to 3.5.