Madras Eatery
Madras Eatery serves authentic South Indian street food in a room with genuine atmosphere. The problem was translation: the flavours, the steam, the noise of a full restaurant on a Saturday do not survive a badly lit phone photo. They needed a digital presence that gave people outside their existing customer base a reason to try somewhere they had never heard of.
madraseatery.co.uk
Why this is won or lost on a phone screen
Restaurants live or die on discovery. Existing customers already know where you are, so the only audience that grows a restaurant is the one that has not been yet. That makes reach among non-followers the metric worth optimising for, not likes from people who eat with you already.
What we did
A concentrated month of production
A single high-impact content bundle rather than an open-ended retainer: cinematic production focused on the dishes and the room, giving them a bank of content to run with.
Engineered for the discovery audience
Short-form built specifically to be pushed to people who do not follow the account, on Facebook and Instagram, where the local restaurant discovery audience in Birmingham actually is.
Food shot the way it deserves
Behind-the-scenes cinematic food videography covering the prep and the authenticity of the signature dishes, because for South Indian food the process is as persuasive as the plate.
The numbers
30 day campaignWhat that actually meant
A 309% rise in views from non-followers is the number to look at. It means the content stopped preaching to people who already ate there and started reaching the audience that grows a restaurant: people in Birmingham who had not tried it yet. The engagement rise on Facebook matters more than it might sound for this trade, because Facebook still carries a large share of local restaurant discovery and group recommendations in the West Midlands.
Every figure comes from the client's own analytics. We'll happily walk you through the data on a call.
The work
Want results like this for your business?
15 minutes, no pitch. We'll look at your current presence and tell you honestly what a month of content like Madras Eatery's would look like for you.
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