LAUNCH OF THE FIRST 'FARZI CAFE' OUTLET IN THE MIDDLE EAST
THE CHALLENGE
Massive Restaurants, backed by the legendary heritage of the world renowned Indian Chef Jiggs Kalra, made the next big leap with the launch of Farzi Cafe in Dubai on the 1st of April 2016. Farzi focused on the gourmet diner as well as the youth of Dubai, who are continuously on the look out for something new. Farzi Café offers Global fusion food in gourmet style. With Indian, Arabic and Global influences, contemporary presentations, culinary styles and mesmerizing ambiance.
THE OBJECTIVE
• Positioning of the restaurant as a Global fusion food brand
• Ensure that through marketing/social media/Pr, we get crowds across all nationalities extremely excited, so much so that a Farzi Cafe visit is almost awaited with bated breath.
• Create a huge hype and buzz around the target market before opening.
• Excellent reviews and feedback through different mediums.
• For the first one month ensure high bookings for the restaurant.
(the aim was to get a huge waiting list for reservations, and to ensure
that all of Dubai looked forward to the new cafe)
THE IDEA
SOCIAL MEDIAWhilst the pre-launch period was supposed to be 45 days for the restaurant opening, due to Citywalk opening delays it went on to 4 months. Created a social media presence much before launch with soft announcements and interest generating videos. Appropriate Digital buying resulted in 7000 likes much before launch on Face Book and Instagram pages.
PUBLIC RELATIONSPress Releases were procured across all mediums in English and Arabic ensuring a delicate balance between PRINT and ONLINE publications keeping in mind the Brand Positioning
• Brand Anouncement
• Profiling of Zorawar Kalra
• Profiling of Chef
Acquired Interviews with key persons across TOP print publications much before launch. Releases happened 2 to 3 weeks before launch to generate excitement and anticipation.
BLOGGER OUTREACH PROGRAMMEPredominant Food Bloggers from Fooderati Arabia were briefed on ensuring write-ups that offer consumers a sneak peek/reveal of Farzi Cafe. The stories generated excitement, curiosity, and anticipation of what's to come amid food lovers. Interviews and chef discussions were also organised for story telling.
THE APPLICATION OF THE NEW IDENTITY
EVENTS
A UAE FOOD BLOGGERS LUNCH HOSTED ACROSS 2 DAYS
Invited 40 Food bloggers of Fooderati Arabia hosted by Foodemagdxb.com, to come and visit
Farzi Cafe over 2 days.
They were requested to write a few lines immediately on any food review website of their choice or their personal blog.
EVENT AGENDA
• Chef Interview
• Chef Demonstration
• One on one question and answer session.
• A digital CD with food shots and write up.
• Innovative give away
This propelled a rampage on social media just 3 days before launch, with over 200 instagram posts generated in the first 2 weeks of opening... Continued post launch media reviews, and social media Management, inclusive of regular influencer activities for the next 2 years kept the brand connected with food lovers. Zomato aggregated a total of 1309 reviews in 15 months with an
Average footfall of 5000 unique visitors every month.
THE RESULTS
Due to the meticulously planned build up across all media channels and events during pre-lauch stage, curiosities were ignited and everybody wanted to try out the new restaurant. One and all wanted to visit Farzi Cafe so much so that Farzi Cafe was fully pre-booked for the first 9 days.
After which further reservations were accepted. Amongst the many distinguished visitors, Farzi Cafe had the honour to host 'His Highness Sheikh Mohammed Bin Rashid Al Maktoum' the Ruler of Dubai and other Dignitaries at the Restaurant too.
REVENUE GENERATION & FOOTFALL FOR THE FIRST 3 MONTHS
Restaurant Bookings : 300 Covers per day
Restaurant Footfall : 900 diners per Day
Revenue (per day) : AED 300 per Cover x 360 @ 120pp
Billings : AED 110,000 per Day
Billing since launch : AED 2,200,000 Million
Prior Booking for Reservation: Minimum of 4 days
* FIGURES PRESENTED ABOVE ARE WITH THE CLIENTS PRIOR PERMISSION AND ARE APPROXIMATE VALUES
Dubai was the first ever international venture for Farzi Cafe India. Farzi Cafe is now known globally for its quirky presentations and delicious food, combined with a display of molecular gastronomy. Given its phenomenal success story in Dubai, Farzi Cafe has now opened in Oman, Saudi Arabia and London too.
