EAT3

Launch of a hyper-local eatery/restaurant through a cost-effective idea

Background

The client in context established a unique eatery, a mix of QSR and Multicuisine in Gachibowli, Hyderabad to cater to patrons in its vicinity with a fanfare of options. Set up on a one-acre space, it offered three types of cuisines, right form all-day dining snacks, multi-cuisine fare for lunch and an open-to-sky kebab restaurant by night.

Problem

Brand the restaurant, create complete brands identity and a launch campaign.

Solution

We named the restaurant EAT3 for the three types of cuisines it offered and the time-slots it served. For the launch, instead of recommending a blitzkrieg print campaign, we conceptualized a simple communication device. We created a pamphlet in the shape of a leaf using original curry leaf twig to convey freshness, newness and experience. It was distributed as an insert in newspapers, in and around the residential communities in the location of the restaurant.

Result

Footfalls increased by 40% over initial volumes and the massive budget of Rs.15 lakhs was cut in size to a mere Rs.15,000.