Second House

Just a stone's throw away from the Lake Mall in Kolkata, the Second House Restrobar, offers a wide range of cuisines staring from Indian to Chinese and even Continental. They even have options of Mocktails, Cocktails and Sheesha.

During the pandemic, the restaurant was not able to reach out to the new customer and the existing customers were shifting away to the nearby restaurant due to lower prices offered by them.

The Challenge

The weekday for the restaurant was a lean time especially during the lunch hour. We knew we had to make sure that the footfall increases and their home delivery option picks up too. Thus we targeted newer audiences and retargeted their existing clientele keeping in mind the acquisition costs.

Our Approach

The goal was to make sure that the restaurant gained visibility and that the walks-ins during the weekday also increased. We then came up with a strategy that would enable us to use all the previous information that we have collected about their existing customers and then identifying potential new customers by creating lookalike audiences. We then narrowed down the focus areas starting with increasing the sales through attractive offers during dine-ins, and then constant digital visibility was opted for in the areas that were in close proximity to the Restrobar with the help of Facebook and Google Ads and also increase their online orders by reaching out to their existing clientele and food lovers alike.

We started with a robust Facebook and Instagram advertising strategy that was chiefly designed to convey the safety protocols taken by the restaurant during the pandemic for all its customers with engaging videos, followed by updated menus, revising their pricing strategies and everyday offers on food and drinks starting during their lean hours of 12 PM to 6 PM. The following strategies helped to get better engagement and positive responses.

• Using different set of carousel ads for promoting Combo menus, Drinks, Food and Everyday offers like MRP Mondays, Tagging Tuesdays, Whimsical Wednesdays, Bladder Burst Challenge on Thursdays, Happy Hours on Fridays, Sheesha at Rs 100 on Saturdays and Spin the wheel on Sundays.

• With Video ads on Facebook and Instagram featuring offers, retargeting different set of audiences with the everyday offers helped the campaign to gain active conversations. People started enquiring and made table booking on the Facebook Messenger platform, Whatsapp, Directly on Call and comment section which was actively managed by the team on a real time basis.

• Concept based creative were made focused on highlighting their food and drinks to engage more of audiences.

• Review videos from the diners were made and then reposted along with satisfied customer pictures on Instagram stories, created a bond of trust that lead to a very positive impression along with word of mouth publicity of the old clients.