Goodies Selections, Jeddah’s renowned Lebanese restaurant, wanted to open its first branch in Riyadh with a totally revamped concept: it would include a big retail area with Lebanese produces, a dish-of-the day section, fresh fish and meats stations, in addition to a spacious outdoor terrace.
We were approached to help them promote the concept, while building brand equity and positioning the restaurant as the go-to place for all-day hang out.
On a branding level, we started off by covering all necessary collaterals, including a new menu design, tent cards, uniforms design, product-centric shelf talkers and placemats illustrated with aesthetic food shots that display Goodies Selections’ fresh dishes and ingredients.
Content production shoots for social media were organized on weekly basis, covering the different retail products, menu items and daily dishes in addition to thematic content that portrayed the weekend brunch, family lunch and afternoon dessert and dining, all to further highlight the diversity of the place.
We also planned and supported Goodies Selections’ ongoing events that included Summer Oud, Violin nights and Fish nights, to mention a few, launching in parallel their social media influencers and food bloggers’ outreach by them to take part in and cover the gastronomy experience. We then developed their digital comment card so that all customers’ feedback is directly incorporated into their CRM, enabling quick response to comments, by their operations team.
We then covered the brand’s digital media plan, and allocated a monthly budget for paid ads on Instagram and Facebook, increasing their followers on both platforms by targeting people in Riyadh who have expressed an interest or liked pages related to the industry, as well as increasing engagement.
Goodies Selections gained so much affinity in Riyadh that its 90+ tables were fully booked every weekend, and so became the new hot spot synonymous of Lebanese authenticity. People came through its doors round the clock every day and then passed by the retail area to pick up fresh foods and authentic Lebanese produce.