Canas y Tapas (CyT) are an international tapas restaurant chain with over a 100 establishments worldwide. We were appointed to support with marketing planning and implementation for their UK restaurants. The main objective was to boost their London-based restaurant’s profile, on and offline using a variety of multimedia methods.
During our research, it was found that tapas had not yet gained the esteem that its other worldly cuisines had; ranking much lower on British food preference list than Italian, Chinese and Indian. In addition, there were another 146 restaurants within 1 mile to compete against. This fierce local competition, coupled with the apparent resistance tapas seemed to face, meant that a strong marketing plan was needed. Nifty therefore fostered an “all hands on deck” type approach. As a result, our entire suite of services were enlisted.
For this client we choose to implement 90 day time box plans and hold weekly marketing meetings. This approach enables all parties to react quickly to new insights, whilst staying focused on the larger strategy. Budgets can then be aligned accordingly.
With timing the very essence of our strategy; we can ensure all marketing materials are coherently branded and aligned to the promotional calendar. Lets take the Christmas promotion for example. Planning starts in early September, offers are discussed and agreed, then posters/flyers designed late September. In October we create digital content such as photography, graphics, blogs, email and video for use onsite and on social media. By November 1st, the campaign is launched and the digital side fully automated. Working in advance, free’s up time so we can monitor all data coming in and adjust our approach accordingly. Advertising can then be used to reach a wider audiences.
Nifty’s targeted and focussed outputs have resulted in significant success for Canas y Tapas. The Christmas promotion saw bookings saw to 92%. Their social community see’s month on month growth, the website claimed top Google rankings for “Tapas London, Tapas Islington” and in a recent survey customers feel well informed with events and promotions.
“Nifty have managed our marketing and communication efforts for many years and have become part of the team. They help keep our customers informed on the channels they want to be reached on. This enables us to focus on running our busy restaurants. I never know what they’re going to pull out the bag next, but I’m confident it will be great for business”