Fish & Rice - Launching a Local Culinary Hotspot
Food & Beverage / Hospitality
Brand Development, Social Media Marketing, Content Creation, Local SEO
JEDDAH
2022
Our goal for Fish & Rice was to launch more than just a restaurant; it was to create a local culinary landmark from scratch. Through a comprehensive brand build and a hyper-local social media strategy, we achieved a 40% increase in weekly reservations and built an engaged community of over 10,000 followers, cementing its status as a must-visit dining spot prior to the global pandemic.
Summary
Fish & Rice was a passion project brought to life: a modern, design-forward restaurant dedicated to serving exceptional sushi and bold Asian cuisine. We orchestrated the entire brand launch from the ground up, blending a vibrant in-store experience with a hyper-local digital marketing strategy. The result was a resounding success, establishing Fish & Rice as a top-rated local dining destination, achieving a 40% increase in weekly reservations within the first six months, and growing an engaged Instagram community of over 10,000 local food lovers prior to the global pandemic.
Challenge
Launching a new, independent restaurant in a competitive urban dining scene is a formidable task. Our primary challenges were:
Penetrating a Crowded Market: How to make a new brand stand out against dozens of established local favorites and large restaurant chains.
Generating Foot Traffic & Buzz: Moving beyond just having great food to creating a "must-visit" destination that people actively seek out and talk about.
Building a Digital-First Brand: How to translate the unique, high-energy vibe of the physical restaurant into a compelling online presence that drives real-world bookings and orders.
Solutions
Our strategy was centered on creating an authentic, community-focused brand that was as exciting online as it was in person. This was achieved through three key initiatives:
A Vibrant Brand Identity: We developed a complete brand experience, from the memorable "Fish & Rice" logo and visual identity to the modern, Instagrammable interior design. Every touchpoint was crafted to be unique and shareable, encouraging guests to become brand advocates.
Hyper-Local Social Media Domination: We executed a content-rich strategy focused on Meta (Instagram & Facebook). This included professional, mouth-watering food photography and dynamic video reels of our chefs in action. Targeted ad campaigns were run daily, reaching local residents with interests in sushi, Asian food, and dining out, driving both awareness and direct bookings.
Community and Influencer Engagement: We actively cultivated a local community by engaging with every comment and message. We collaborated with prominent local food bloggers and influencers to generate authentic reviews and buzz, which significantly amplified our reach and credibility. This strategy cemented Fish & Rice not just as a restaurant, but as a core part of the local culinary scene.
