Restaurant Ne Sunday Footfall 96% Badhaya — Screen Campaign Ka Real Breakdown

Restaurant Ka Challenge

Flavours of Asia — Pune ke Koregaon Park area mein ek mid-premium multi-cuisine restaurant. Weekday lunch aur dinner accha chalta tha. Lekin Sunday lunch specifically slow tha — average 28 covers in a 60-cover restaurant. Owner Rajan Mehta ka goal tha Sunday ko at least 45 covers tak laana consistently.

Rajan ne pehle Instagram ads try kiye the. Reach toh hoti thi lekin conversions nahi. Problem ye thi ki Instagram ad jab koi ghar par dekhta hai, wo weekend plan already bana chuka hota hai ya spontaneously decide nahi karta. Kuch aisa chahiye tha jo decision-making moment ke paas advertising kare.

Strategy: Decision Moment Ko Target Karo

Rajan ne extrravenue par screens browse ki — Koregaon Park aur nearby Kalyani Nagar ke cafes, salons, aur co-working spaces ke screens. Logic: ye log already bahar nikle hue hain, area mein hain, aur weekend mein dining decision le sakte hain.

3 screens select kiye:

• BrewHouse Cafe Koregaon Park — Saturday morning screen (coffee crowd)
• GlamZone Salon Kalyani Nagar — Saturday afternoon screen (post-salon diners)
• IndiWork Co-working — Sunday morning screen (brunchers)

Creative Strategy: Jo Kaam Kiya

Rajan ne 2 creatives banaye:

1. Menu Visual Creative: Sunday brunch special dishes ki high-quality photos, price, "Book Now" QR
2. Offer Creative: "Sunday Family Lunch — Buy 3 Get 1 Free" + QR for table booking

Doosra creative better perform kiya. Offer specificity + family angle weekend dining mein better connects karta hai. QR table booking system (Resy) se direct connect tha — tap se seat confirm.

Results: Week-By-Week Data

• Week 1: 34 covers (21% up from baseline)
• Week 2: 41 covers (46% up)
• Week 3: 50 covers (78% up)
• Week 4: 55 covers (96% up)

Week 3 se covers consistently 50+ ho gaye — restaurant ki Sunday lunch near-capacity ho gayi. QR scans total: 287 over 4 weeks. Table bookings made via QR: 94. Walk-in increase (non-QR, word-of-mouth): estimated 80 additional covers.

Why It Worked — Rajan Ki Analysis

Rajan ke observations campaign ke baad:

• Salon visitors were the best converting audience — likely because they're already in a "treat yourself" mindset
• Sunday morning co-working crowd converted less — they prefer quick food, not sit-down lunch
• The family offer resonated more than the menu photo — emotion beats information
• Repeat visits increased too — screen visibility built brand recall in the neighborhood