Paradise Garden Rs 250 Breakfast
Case Study
About The client
Paradise Garden Restaurant & Events a multi-cuisine restaurant and event venue with ample greenery located at Gairidhara Kathmandu plans to introduce its Rs 250 Net breakfast set. The main motive to introduce this breakfast set was to make breakfast affordable for all. In the beginning, they planned to go with the normal breakfast set, which includes (two toast, an omelet, mashed potatoes, boiled vegetables, sausage & a tea of choice)
This offer introduced by Paradise Garden was immensely loved by the guests and later on, paradise introduced the South Indian breakfast set which includes dosa, medu vada & idli as well at the same price of Rs 250 each. The main goal for us in this campaign was to reach as much as the wider audience, bring them to the restaurant.
Challenges
This offer was introduced during the monsoon period, and the weather was one of the challenges for us, will the guest would walk-in for breakfast or not? The second challenge was to maintain the standard of the Rs 250 Net breakfast set as we were promoting it we have to meet the standard of the food as narrated through social media. Meanwhile, another key challenge was to stand out and catch the guest's attention through our promotion strategy.
Campaign Objectives
- Capture guest attention and facilitate them to walk in into the restaurant to try Rs 250 breakfast set.
- Achieve high-impact engagement as well as maximize reach through ads in order to convey the promotion of breakfast.
- Encourage users to drop in leads/inquiries about the breakfast.
- Create interest and buzz in the market about the paradise breakfast set.
Solution
For achieving high reach and visibility among the audiences, we researched and found social media was the key platform where they most like to spend their time online as well as look for restaurant deals and offers. So we plan to create a concrete campaign strategy to reach wider audiences, create buzz and drive inquiries.
Funnel Approaches
Top Funnel Approach
We created our first approach of the campaign to drive high visibility across social media platforms. We identified the key social media platforms i.e. Facebook, Instagram & TikTok where users spend high time and are beneficial for restaurants in terms of ROI. In the beginning, we started with high-volume-targeted ads on Facebook & Instagram to promote the paradise normal breakfast set. Also at the same time, we came up with an engagement contest, Click, Share & Win to collect user-generated content through guests.
Mid Funnel Approach
In the second phase of the campaign to create more reach, buzz, and engagement we collaborated with food bloggers and influencers to promote the paradise 250 breakfast set. In total, we have collaborated and tied up with 8 food influencers including the two most popular food bloggers here in Nepal named Nepal Food & Little Foodie. On the other side we continuously target our ads to the guests also in the meantime we have set up retargeting ads to promote the South Indian breakfast set for previous consumers as well.
Bottom Funnel Approach
Lastly, we came up with an idea to tie up with micro-influencers and nano-influencers to promote the breakfast set through their Instagram & TikTok. To further maximize the ad performance we also set up strong retreating ads along with a similar look-a-like audience. We also kept our messaging sharp and relevant dynamic creatives on Facebook.
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