Social Media
Photography
Videography
Branding
Boosting Gourmet Food Parlour’s Growth Through Strategic Digital Marketing
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Project
Overview
Gourmet Food Parlour is a prominent Irish hospitality brand known for offering a diverse range of culinary experiences, from casual dining in their restaurants to bespoke catering services. With multiple locations across Ireland, Gourmet Food Parlour has built a reputation for delivering delicious food and exceptional service. Their recent partnership with Arnotts further expanded their reach, adding a prestigious layer to their brand.
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Key
Stats
Rooftop Twenty Two’s strategic approach led to significant improvements in Gourmet Food Parlour’s digital marketing performance:
- Google Ads Impact: Google Ads optimisation saw an increase in relevant clicks, a reduction in cost per conversion to €1.28, and over 1,000 conversions in the first two months.
- Enhanced Brand Presence Through Visual Content: Monthly photography and videography sessions provided Gourmet Food Parlour with a consistent stream of high-quality content, which improved reach by 68%.
- Successful Social Media Campaigns: Paid social media efforts led to an increase in table bookings both during regular, weekly bookings and specialised events – with ads receiving clicks three times benchmark figures.
- Strengthened Partnership with Arnotts: The focused marketing efforts around the Arnotts partnership not only increased foot traffic to the Arnotts location but also bolstered Gourmet Food Parlour’s brand prestige, positioning them as a leading culinary destination within the store.
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Challenge
Gourmet Food Parlour aimed to enhance its digital presence and drive growth, particularly in its catering services and newly formed partnership with Arnotts. The challenges included:
- Maximising Google Ads ROI: The company needed to optimise its Google Ads campaigns to drive more relevant traffic and increase bookings, especially for catering services.
- Consistent High-Quality Content: Regular, professional photography and videography were required to capture the essence of their offerings and communicate their brand effectively across digital platforms.
- Social Media Engagement: Both organic and paid social media efforts needed to be more strategically aligned to increase brand awareness, engagement, and conversions, particularly focusing on their catering services and partnership with Arnotts.
Social Media
Photography
Videography
Branding
04
Strategy
Rooftop Twenty Two was engaged as Gourmet Food Parlour’s dedicated marketing partner, providing a comprehensive range of services, supported by weekly strategy meetings to ensure alignment and ongoing optimisation:
- Google Ads Management:
- Campaign Optimisation: We optimised existing Google Ads campaigns, focusing on high-intent keywords related to catering services, event hosting, and corporate partnerships. This included both search and display ads aimed at driving qualified traffic to the website.
- Performance Tracking: Implemented rigorous tracking and analytics to monitor campaign performance, making data-driven adjustments to improve click-through rates (CTR) and conversion rates.
- Local Targeting: Leveraged geo-targeting to reach potential customers in specific areas where Gourmet Food Parlour’s catering services are most in demand, and where the Arnotts partnership could attract additional clientele.
- Photography & Videography:
- Monthly Content Creation: Conducted monthly photography and videography sessions to produce high-quality visual content showcasing Gourmet Food Parlour’s dishes, catering setups, and the ambiance of their Arnotts location.
- Brand Consistency: Ensured that all visual content was consistent with the brand’s image and could be used across various digital platforms, including the website, social media, and promotional materials.
- Storytelling through Visuals: Focused on capturing the essence of the Gourmet Food Parlour experience, from the freshness of ingredients to the elegance of event catering, helping to tell the brand’s story visually.
- Organic and Paid Social Media Management:
- Content Strategy: Developed a content strategy that highlighted key offerings such as catering services and the Arnotts partnership. This included a mix of promotional posts, customer testimonials, behind-the-scenes content, and event highlights.
- Paid Social Media Campaigns: Launched targeted paid social media campaigns on platforms like Facebook and Instagram, aimed at promoting catering services and driving foot traffic to the Arnotts location.
- Engagement and Community Building: Implemented tactics to increase engagement, such as interactive posts, user-generated content, and collaborations with local influencers, to build a strong online community and increase brand loyalty.
- Weekly Strategic Meetings:
- Alignment on Goals: Held weekly meetings with the Gourmet Food Parlour team to review performance metrics, discuss upcoming campaigns, and align on overall marketing strategy.
- Agile Adjustments: Used these meetings to make real-time adjustments to campaigns and content strategies, ensuring that all marketing efforts were closely aligned with business goals and market trends.
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Impact
Through a tailored and integrated marketing strategy, Rooftop Twenty Two successfully elevated Gourmet Food Parlour’s digital presence, driving substantial growth in key areas such as catering services and their partnership with Arnotts. This case study demonstrates Rooftop Twenty Two’s ability to deliver comprehensive, results-driven marketing solutions that align with the unique goals of each client.