Its time for tamil – Nadu
Now, fewer things bring us more joy than a new restaurant opening in Bristol, so back in September last year when Raja Munuswamy; owner of the notorious Nutmeg, gave us a call about “something new” it was like Christmas had come early. For those that don’t know the award-winning, Nutmeg, (where have you been?) has been an acclaimed Bristol favourite, since opening in 2016.
Raja and business partner Saravanan brought to the table a brand new concept for a restaurant completely different to what they currently had at Nutmeg- and for Bristol. A vibrant, Tamil and Sri Lankan restaurant celebrating the flavours and spirit of Tamil culture; the history, the people and the cuisine, encapsulating their own heritage and bringing it to the heart of Stokes Croft.
What they needed
Launching a new venue for such an established hospitality business requires consideration and planning, especially when the concept is so different. They needed to work quickly with rolling out the full marketing toolkit, which included:
- Setting up new social media channels
- Tone of voice and brand aesthetic
- Concept, design and creation of a new website
- Content creation and management
- Writing and distributing press releases
- Organising the launch
- Managing influencer outreach in opening weeks
With Nadu still only at the concept phase, we started from scratch. We spent time listening to their business concepts in order to develop a strategy for a marketing and launch plan; setting up social media, building their website, and ramping up press interest in the venue.
The challenge with any new business launch is establishing a buzz, building anticipation and getting people talking, and in Nadu’s case they found themselves in a particularly tough spot when it came to opening. The date they’d been working towards was halted due to the very short notice lockdown which occurred in November. After agreeing that it would be doing a disservice to Raja and Saravanan’s vision to open without customers able to enjoy the ‘full’ Nadu experience of dining out, they decided to delay opening. However, we maintained the plan (although delayed) and got the ball rolling.
After several successful press stories and a well-received social media teaser campaign, Nadu was fully booked for opening week, but this was scuppered by a second setback. After 5 days of trade (remember Tier 2?!), we fell back into lockdown and therefore had to close the restaurant to guests.
We instantly became instrumental in helping Nadu and the team adapt to the ever-changing landscape, and as they rapidly switched up their offering, so did the way in which we marketed them. Regardless of them now only running delivery and click and collect, we continued to regularly collate content for them and grow their social media presence, utilise influencer outreach and the buzz we had already created, and thankfully it generated amazing results. By the time it came to officially open the doors, admirers of Nadu that had waited patiently were now able to visit. Since then the restaurant has continued to grow in popularity, acclaimed reviews and a huge amount of support from both customers and the Bristol hospitality industry.
Although still in its early days, Nadu is going from strength to strength and is an excellent success story for both, Raja and Saravanan, and Duchess Media. Their ever-growing audience on social media and signature bright splashes of colour, eye-catching plates of food and eccentric cocktails have cemented them amongst the big boys of the Bristol food scene.
Having been Account Manager Dave’s first restaurant launch, we are incredibly proud of all we have achieved and the relationship we have built with Raja and team. It just goes to show that an agency really can become an integral part of the team and as we now develop the strategy to create even more interesting content and level up the marketing even more, we can’t wait to see how far this team can go! Watch this space…
DO YOU WANT OUR HELP?
If you’re in the hospitality sector and you want to see your social presence grow and flourish then contact us on firstname.lastname@example.org