Digital Marketing Plan for Patara (Thai Restaurant in London)

1. p a t a r a F I N E T H A I C U I S I N E

2. DIGITAL LANDSCAPE
The “restaurant of the future“
Increasing use of digital technology is providing challenges and opportunities to fine dining operators,
impacting the full "consumer journey" as well as business operations

3. UK Digital is growing massively and is going toward Mobile
with penetration bigger than population.
Mobile phone especially Smartphone is the key device at 77%
of total Digital Device owner and still growing.
UK mobile connection is bigger than
population and most social media
user are on mobile
DIGITAL LANDSCAPE
SOURCE: DAAT / WE ARE SOCIAL / WEB INDEX ; KEPIOS ANALYSIS

4. 3 KEY MEDIA OPPORTUNITY
TO ENGAGE COSUMER ON
MOBILE
SIMILAR’S WEBSITE TOP WEBSITE : RANKING OF WEBSITES BY AVERAGE MONTHLY TRAFFIC
TIME SPENT WITH MEDIA
AVERAGE DAILY TIME SPENT CONSUMING AND INTERACTING WITH MEDIA [SURVEY BASED]
WHAT ARE THEY DOING ON ‘MOBILE’?
SOURCE: DAAT / WE ARE SOCIAL / WEB INDEX ; KEPIOS ANALYSIS
1 SEARCH
3 SOCIAL
2 ONLINE
VIDEO

5. WHY SOCIAL MEDIA MATTERS?
YOUTUBE AND FACEBOOK ARE KEY SOCIAL PLATFORM, WHILE FB MESSENGER IS
TOP MESSENGING APPLICATION
MOST ACTIVE SOCIAL MEDIA PLATFORMS
PERCENTAGE OF INTERNET USERS WHO REPORT USING EACH PLATFORM [SURVEY BASED]
SOURCE: WE ARE SOCIAL / WEB INDEX / EXTRAPOLATED FROM FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS

6. SOCIAL MEDIA AUDIENCE PROFILE
BASED ON THE COMBINED ADVERTISING AUDIENCES OF FACEBOOK, INSTAGRAM, AND FACEBOOK MESSENGER
WHY SOCIAL MEDIA MATTERS?
SOURCE: WE ARE SOCIAL / WEB INDEX / EXTRAPOLATED FROM FACEBOOK DATA (JANUARY 2019)
TARGET GROUP

7. WHAT ARE THE AVAILABLE DIGITAL CHANNELS?
SOURCE: Allbusiness.com / http://jameshammon.com/diagram/

8. UK MARKET AND CONSUMER BEHAVIOR OVERVIEW

9. Hospitality and Leisure
The UK eating out market is worth over £40 billion, and while consumers continue to engage and enjoy the food industry
across several channels, and brand power continues to hold its strength at the more expensive end of the market, the
casual dining sector still find their target markets to be cost conscious and savvy about pursuing the best value without
compromising on quality with competition from the dining packages offered by supermarkets.
Food & Drink industry
NPD says delivery will grow 17% over next two years with British
consumers spending nearly £5 billion annually London, April 19th 2018 –
Global information company The NPD Group says there is no stopping the
delivery phenomenon that continues to shake up Britain’s takeaway
foodservice industry. Over the past decade, the takeaway delivery market
has grown from £2.4 billion to a burgeoning channel worth £4.2 billion as
of February 2018, a 73% increase.
SOURCE: npdgroup.co.uk / pwc
179
171
82
70
Chinese
Pizza
Burgers
Curry
0 50 100 150 200
THE UK’S FAVOURITE FOODS FOR DELIVERY IN 2017
Million servings
UK HOSPITALITY MARKET MACRO ECONOMIC
CURRY AND CHINESE ARE AN OPPORTUNITY FOR THAI FOOD

10. SOURCE: UK Bars & Restaurants Report 2017 by Pragma
UK consumer is increasing eat out. They look for a
comprehensive food offering. While being cost
conscious, they strive for best value without
compromising quality
CONSUMER BEHAVIOR
THAI IS TOP TEN
FAST GROWING RESTAURANT

11. COMPETITOR ANALYSIS
We and our competitors are not just sharing a similar product or service, we’re also sharing the same
audience. Understanding the competitors’ Social Media marketing and content can be massively help.

12. PATARA (THAI CUISINE)

13. THAI SQUARE RESTAURANT (THAI CUISINE)

14. BUSABA (THAI CUISINE)

15. DISHOOM (INDIAN CUISINE)

16. INSTAGRAM ANALYSIS
VS VS
30.8
ENGAGEMENT PER POST
55.6
ENGAGEMENT PER POST
107
ENGAGEMENT PER POST
2.39K
ENGAGEMENT PER POST
4.74K FOLLOWERS 9.12K FOLLOWERS 7.31K FOLLOWERS 72.8K FOLLOWERS
KEY INSIGHTS
Competitors Followers Posts per week Engagement per post
PATARA 4.74K 2.5 30.8
THAI SQUARE 9.12K 6 107
BUSABA 7.31K 6 55.6
DISHOOM 72.8K 1 2.39K
SOURCE: https://www.rivaliq.com/free-social-media-analytics/ 22/03/2019
RESTAURANT COMPANY TURNOVER (MILLION)
PATARA 13.7
THAI SQUARE 13.6
BUSABA 29.4
DISHOOM 35.6
SOURCE: https://beta.companieshouse.gov.uk/company/05745509/filing-history

17. FACEBOOK ANALYSIS
KEY INSIGHTS
Competitors Followers Posts per week Engagement per post
PATARA 4.81k 0.5 12.1
THAI SQUARE 23.7k 6 2.42
BUSABA 24.0k 1 11.3
DISHOOM 35.6k 3 162
SOURCE: https://www.rivaliq.com/free-social-media-analytics/ 22/03/2019
VS VS
2.42
ENGAGEMENT PER POST
11.3
ENGAGEMENT PER POST
12.1
ENGAGEMENT PER POST
162
ENGAGEMENT PER POST
23.7K FOLLOWERS 24K FOLLOWERS 12.1K FOLLOWERS 35.6K FOLLOWERS
SOURCE: https://beta.companieshouse.gov.uk/company/05745509/filing-history
RESTAURANT COMPANY TURNOVER (MILLION)
PATARA 13.7
THAI SQUARE 13.6
BUSABA 29.4
DISHOOM 35.6

18. SOCIAL MEDIA STRATEGY

19. MEDIA Online banner that appears in local and international potential websites and Ad Network
Awareness Awareness and Increase Engagement
1.Standard Media Banner - Non expandable,
single call to action (one link) banners on
Desktop & Mobile
2.Rich Media Banner – Expandable with CTA
including Pushdown banner and Page Take Over
(OTP) on Desktop & Mobile Devices.
MEDIA

20. SOCIAL FACEBOOK & INSTAGRAM
Banner and Video ad on Facebook and Instagram platforms – newsfeed on desktop and mobile which
can be used for different objectives
1. Image Page Post SOCIAL 2. Video Page Post 3. Carousel Ad (Image & Video)
Awareness Awareness and Increase Engagement

21. SOCIAL FACEBOOK & INSTAGRAM
Banner and Video ad on Facebook and Instagram platforms – newsfeed on desktop and mobile which
can be used for different objectives
4. Event Ad – Driving consumer to join event SOCIAL 5. Others e.g. Lead Ad, Offer Ad, Like Ad, Etc.
Awareness and Drive Traffic to Event Awareness and Increase Engagement
OCCATIONAL OR SPECIAL DAY : ACTIVITIES
SPECIAL EVENT : COOKING CLASS
PROMOTION AD :
SPECIAL MENU AD :

22. SEARCH (SEM) Search Engine Marketing, Paid Search
Awareness and Consideration
Optimize SEM on Google platforms e.g. Google (Search Network and Display Network) and YouTube SEARCH
OPTIMISE SEARCH ENGINE RANKING :

23. CONTENT
2. Blogger Content and Review
- Utilize online blogger create
brand engagement and
credibility to drive brand
credibility
3. Influencer Marketing –
Leverage social influencer to
create buzz of brand and
promotion
Consideration and Brand Credibility
DIGITAL CONTENT AND BRANDED ENTERTAINMENT
Consideration and Brand Preference
1. Content Creation,
Partnership - Partner with
web publisher to create
content for brand
CREATIVE AND SHAREABLE CONTENT

24. CONTENT
5. Online Activity – Co-activity with websites to
give away voucher to online customers and
encourage them to review
after trial
DIGITAL CONTENT AND BRANDED ENTERTAINMENT
4. Social Seeding – Utilize top social community
to create broad awareness of brand asset
Awareness Consideration and Brand Credibility
CREATIVE AND SHAREABLE CONTENTS

25. Each digital platform is contributing differently in each stage of consumer’s journey. Hence, campaign
objective is the first and most important factor in order to consider which digital platform to use.
SUMMARISE SOCIAL MEDIA STRATEGY
CONNECT CLOSE
AWARENESS TRIAL/CONVERTFAMILIARITY ACCEPTANCE
CATCH
SEARCH DELIVERY/VISIT
DIGITAL CONTENT AND BRANDED ENTERTAINMENT
MEDIA WEBSIT/FB PAGEENGAGEMENT
SOCIAL FANS SOCIAL ENGAGEMENT FACEBOOK OFFER
“CONSUMER JOURNEY”

26. SPECIFIC
MEASURABLE
ATTAINABLE
RELAVANT
TIMELY
CREATIVITY
RELATIVELY
SHAREABLE
2019

27. THANK YOU