How to create a powerful restaurant brand and execute a flawless grand opening promotion

The solution

The challenge for WEM was to create an effective brand that could effectively position itself in the market. We worked in synergy between the departments, finding a name that could contain the idea of the business and at the same time was functional for search engines:

• “Like mama used to make” is a phrase that a very famous Italian chef often says in UK broadcasts
• “Like mama used to make” had untapped potential on search engines
• “Like mama used to make”, we use it to make pages with recipes that the chef creates in the restaurant, so we create content for social media, and in the meantime, we exploit the potential on search engines
• “Like mama used to make” is perfect for an Italian restaurant with traditional cuisine in the UK

For the logo to connect, we had to think of something that was the most international. We undertook various tests until we reached our goal, also developing the design of the entrance of the restaurant.

Development

Our process for promoting a restaurant:

• Market research focusing on competitors:
  Before moving into the operational, we conducted in-depth market research and analysis of trends and competition. We strongly recommend to our clients to start with an in-depth analysis to seize the opportunity and position the brand in the best way possible. The market, technologies and customer behaviours change quickly. Moreover, competitors are born daily. The market analysis was important for both the client and WEM, and it helped to identify the competitive landscape, optimise the marketing strategy and brand positioning.

The analysis consisted of:

• Market Analysis, strategy elaboration and Brand Positioning.
  
• Logo Creation.
  
• Web Design and Development according to identified strategy.
• WEM created a simple yet effective website. It ranks for local SEO and appears on the most relevant searches for the business.
  
  

Set of Facebook and Instagram accounts and campaign strategy:

WEM ran a series of paid campaigns using Facebook and Instagram, focusing on generating brand awareness in the area surrounding the restaurant.