Prashad have seen social media metrics increase across the board, including a 55% monthly increase in reach and a 464% increase in engagement on Facebook, as well as a 569% increase in Instagram impressions across the last six months of our activity.View Website
Prashad is the only two-star AA and Michelin Bib Gourmand Indian restaurant in Yorkshire, and after achieving great success on Gordon Ramsay’s ‘Best Restaurant Competition’ back in 2010, has something of a celebrity status both in the North of England and around the world.
Established as the go-to vegetarian and vegan restaurant of choice for authentic Gujarati and South Indian cuisine, Prashad is truly the prize jewel of the Leeds and Bradford food scene.
Prashad has a dedicated following and an excellent profile, but they wanted to build both the reputation of the restaurant, and of the head chef, Minal Patel.
Our task was to take their brand identity to the next level, raising Minal’s profile, increasing social media engagement and followings, and converting this activity into an increase in restaurant covers.
View Prashad’s social media profiles to see how we’ve got on – or keep reading!
Growing a social media audience
Growing a social media audience can be relatively simple – growing an engaged social media audience that drives business is more of a challenge. Fortunately, Prashad’s many years as a beloved fixture for Leeds and Bradford foodies, and more recent TV stardom, meant they already had a solid following across Facebook, Instagram and Twitter.
Step one was to find out who that existing audience was, and what they liked. Step two was to find out who was missing from it, and what kind of content would attract them to Prashad. Step three was to work out the right mix of content styles, post frequencies and targeting to build an effective social media strategy. And for a couple of months, we made solid progress.
Social media crisis management
Then, the Coronavirus pandemic threw a spanner in the works – and the hospitality industry took a hard hit with lockdown bringing businesses to a standstill. It was up to us to quickly adapt our approach to ensure Prashad stayed connected with their supportive customers online.
During lockdown, Prashad transformed from an authentic Gujarati restaurant-based experience into the most gourmet Indian takeaway you can get. Once things were back in motion, we had three goals in mind, and moved quickly to make them happen: increase orders, promote Prashad’s community-minded values and be a ray of sunshine during the darkest days – and #CommunityChaat was born!
Coronavirus fundraising and continuity efforts
The core idea of #CommunityChaat was to encourage Prashad’s customers to donate a little extra when ordering takeout. Then we would encourage customers to nominate people or groups that they wanted Prashad to help – key workers, NHS staff, care homes or families struggling through the lockdown.
Within the first few days of the campaign, Prashad saw over £400 donated through orders alone, which went towards feeding those in need within their local community. Keeping their online community up to date with video and photo posts, we maintained a steady stream of donations – now possible via order or direct through their website.
All the while, we were working toward our original goals. In addition to #CommunityChaat, we have delivered tantalisingly tasty social campaigns, helping to maintain and develop Prashad’s brand identity across social media and solidifying Prashad’s place among the popular plant-based influencers of Instagram.
As Prashad’s restaurant re-opened, we wound down #CommunityChaat after raising over £1,700 to deliver 350 free meals – take a look at our blog for Prashad to learn a bit more about the campaign.
With lockdown rules relaxing, the focus moved to encouraging customers to return, and on promoting the Eat Out to Help Out campaign. Thanks to our efforts, which included a video tour of the restaurant and consistent messaging across all platforms, we were able to help Prashad get fully booked up once again.
With carefully curated multimedia content, we have achieved the following in just six months:
- Increased monthly Instagram impressions by 569% and overall following by 17%.
- Increased Facebook post reach by 55%, boosted monthly engagement by 464% and monthly impressions by 70%.
- Achieved more than 20 times as much engagement on Twitter.
Take a closer look at our results on Prashad’s social feeds:
In the future
Being a busy restaurant, Prashad’s needs vary from day to day – but our close relationship with the restaurant director, Bobby Patel, allows us to deliver ad hoc social content as and when it’s needed, in addition to our meticulously planned social media schedule.
Working with Prashad has been an absolute treat for our all-vegan content team, and we look forward to our continued partnership. We will continue to support Prashad with social content and campaigns as we all navigate the unfamiliar hurdles of lockdown life and look forward to returning to some semblance of normality so that we can visit the restaurant once again!
We’re always keen to work with businesses based in Bradford, find out more about our exciting Bradford-based digital projects.