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Boosting Lunch Foot Traffic for Jamie Oliver Kitchen

Case study

Problem Statement:

The restaurant experienced low foot traffic during lunch hours despite being located in a business district surrounded by offices.

Goal:

To increase foot traffic during lunch hours by introducing effective marketing strategies and tailored lunch offerings.

Key Questions to Address:

  1. What are competitors offering in the area, and how can we differentiate?

  2. How can we target nearby office workers effectively?

  3. What marketing channels will drive immediate results?

Conducted comprehensive market research within a 2 km radius of the restaurant.

Approach

Understanding the competitive Market

Creating the Strategy

Execution

Visited each restaurant in person to analyse competitors’ offerings (lunch menus, pricing, promotions)

Understanding the competitive Market

Identify gaps in the restaurant’s current lunch offerings. Understand the target audience’s preferences (e.g., office workers prioritizing quick, affordable, and convenient options).

Competitive Analysis

Creating the strategy

Developed a strategic plan based on key research findings.

Collaborated with cross-functional team: Worked with the Operations Manager and a senior support role to coordinate between Operations and Marketing, ensuring smooth execution of initiatives.

Tailored Lunch Menu: Designed a offerings with lunch menu including affordable deals.

Direct Office Outreach: Organized a campaign where the restaurant manager visited nearby offices to personally connect with HR teams. Shared exclusive lunch menu offers directly with office employees.

Enhanced Visibility: Implemented marketing initiatives across radio (In German), social media, and outdoor displays to promote the lunch menu.

Execution Highlights

Collaborated with the restaurant team to roll out the following initiatives:

Social Media Campaigns:

Created an engaging video showcasing the lunch menu, tempting food visuals, and the inviting ambiance. The video was promoted on platforms like Instagram and Facebook with targeted ads.

Radio Ads: Targeted ads aired between 10 a.m. and 12 p.m., aligned with the time people plan their lunch.

Business Lunch offers: Complimentary water + discounted coffee & soft drinks.

Website Update: Updated the restaurant’s website with the new lunch menu and enabled online booking for lunch reservations.

Outdoor Displays: Installed vibrant displays outside the restaurant to attract passersby and inform them of the lunch deals.

Outcomes

30% rise in foot traffic during lunchtime.

Online bookings for lunch grew significantly.

Positive feedback from (customers) office employees led to repeat visits and word-of-mouth promotion.

Future Plans

  • Geo-Targeted Ads

    Run geo-targeted ads on Instagram, YouTube, and Spotify from 11 a.m. to 12 p.m. for users within a 500-meter radius.

  • Loyalty Programs

    Introduce a rewards system: "Buy 6 business lunches and enjoy an exclusive offer for the next seasonal food tasting."

  • Seasonal Promotions

    Roll out limited-time seasonal menus to maintain customer interest and drive traffic.

  • Customer Feedback Loop

    Regularly gather feedback from customers to refine the lunch menu and enhance service quality.

Key Learnings

Deep Research is Crucial

Understanding the competitive landscape and customer preferences formed the foundation of the strategy.

Timing Matters

Targeting customers at the right moment (e.g., during their lunch planning window) can dramatically increase engagement.

Multi-Channel Integration

A combination of online, offline, and personal outreach created a cohesive and impactful marketing approach.

Adaptability Drives Results

Regular monitoring of outcomes allowed for adjustments and ensured the strategy delivered measurable success.