Customer Case Study: Rescuing Best Garden Restaurant during the New York Pandemic
Overview:
Best Garden, a Chinese restaurant with a history of nearly 15 years located in New York, primarily caters to English-speaking office workers and construction workers nearby. Committed to offering healthy Chinese cuisine made from high-quality ingredients at a competitive price point, Best Garden faced a multitude of challenges during the 2020-2021 pandemic, especially in their marketing efforts.
Background:
Operated by a Chinese community, Best Garden is a relatively small establishment in terms of physical size and staff count, but offers an extensive range of dishes (SKU). Amid the pandemic, their customer inflow significantly dwindled, and they struggled with the high costs of offline marketing and hiring professional marketing staff. Furthermore, they were unfamiliar with the nuances of online media promotion in the US, which is distinct from the mainland China model.
Challenges Faced by Best Garden:
The pandemic severely impacted the restaurant industry. With surrounding companies and construction sites shutting down, Best Garden lost a significant portion of its regular clientele. The foot traffic reduced to virtually zero, online orders were non-existent, leading to continuous losses with no solution in sight.
The restaurant’s online ordering was controlled by an external platform, which restricted them from partnering with popular food delivery services like Uber Eats and DoorDash. This limited their marketing flexibility.
Our Solutions:
Produced a variety of photos and video content, and promoted the restaurant through advertising on Meta.
Regained control from the external platform, redesigned their website, and integrated multiple food delivery services.
Rebuilt the brand's image and increased positive reviews on Google Maps.
Stream Media's Astonishing Impact on Local Businesses:
Unlike conventional SEO channels, Gama focused on creating a lot of dish photos and producing videos related to the dining experience. They localized the content by collaborating with local actors to explore the restaurant. This approach was tailored to appeal to the local tastes, ensuring precision in targeting the desired customer base.
During the promotion, Gama identified the top five dishes based on consumer data to center their marketing efforts around, minimizing advertising trial and error costs. They ensured comprehensive coverage among local residents. Anyone with an interest in Chinese food was precisely targeted by their advertisements, ensuring repetitive and multi-occurrence visibility on their social media apps.
ONLY 5 to 25 Cents/Click
Only 2 dollar per conversion for 35 dollar purchase!
Seamless Integration of Streaming Ads and Food Delivery Platforms:
During and post-pandemic, takeout orders became an indispensable source of customer acquisition for restaurants. Gama advocated for Best Garden, reclaiming the information and permissions that were previously controlled by the external platform. They redesigned a dedicated website for the restaurant, updated the menu, integrated an ordering system, and facilitated easy transitions to platforms like Uber Eats, achieving a seamless online-offline customer flow.
Comprehensive Optimization on Google Maps:
Google Map reviews and images are critical for local businesses. Poor reviews and low-quality visuals can severely tarnish a brand's image. Gama redefined Best Garden's brand image in line with its positioning as a Chinese fast-food outlet. They redesigned the advertisement and imagery, emphasizing the health benefits, convenience, and cost-effectiveness of the food. Responding to negative feedback, Gama utilized their channels to enhance the restaurant's rating. The score on Google Maps rose from 3.8 to 4.4, and new image views exceeded ten thousand, effectively overshadowing the previous negative reviews.
Results We Achieved for Our Client:
Using video and graphic advertising campaigns, CANA successfully transformed a Chinese restaurant, which was on the brink of closure, into a local hotspot.
The advertisements reached and covered 100% of the residents and transient customers within a 3-mile radius of the restaurant, with three repetitions. The total reach amounted to 100,000 individuals. As a result, phone orders saw a staggering increase of 320%, and the number of times the restaurant was searched on Google multiplied several times over. The number of clicks on their website far exceeded the industry average for the same region. Three months post-advertising, the restaurant's revenue grew by 275%, and online orders rose from zero to levels much higher than other Chinese restaurants in the area.