Project Overview

I took on the full-scale digital transformation for Pho'n Rice, a popular Vietnamese and Thai restaurant in Somerville, Massachusetts. My project involved developing the website, creating a comprehensive marketing and growth strategy, and managing all of their key digital channels to drive business growth.

Approach

In a competitive local restaurant market, relying solely on foot traffic and word-of-mouth can limit growth. Pho'n Rice needed a strong digital presence that could effectively showcase the quality of its food and attract new customers in the modern digital landscape. The challenge was to create a cohesive strategy that would increase online visibility and directly translate into a boost in dine-in customers and delivery orders.

Solution

I applied a Holistic Digital Growth approach, treating the restaurant's online presence as a complete ecosystem designed to acquire and retain customers. I was the sole person responsible for the entire project.

• Website Development: I designed and built a new website that served as the brand's digital storefront. The site features a clean and intuitive design, a full online menu, high-quality photos of the dishes, and clear information on location and hours to make it easy for customers to visit.

• Marketing & Strategy: I crafted a targeted marketing strategy to reach the local community. This included identifying key customer segments and developing compelling content that highlighted the restaurant's authentic flavors and popular dishes, like their signature Pho.

• Growth Channel Management: I managed and optimized key growth channels. This involved enhancing their profiles and presence on food delivery apps (Uber Eats, DoorDash, Grubhub), local review sites (Yelp, Google Maps), and social media platforms to increase online orders and attract new customers.

  
  

Expectation

I expected that my work would significantly elevate the restaurant's brand and directly contribute to its business success.

• Increased Online Visibility: The new website and optimized digital channels were intended to boost the restaurant's ranking in local searches and improve its overall online presence.

• Boosted Sales: My strategy was aimed at driving an increase in both walk-in traffic and online delivery orders.

• Enhanced Brand Reputation: By proactively managing customer reviews and social media, I aimed to strengthen the restaurant's reputation and build a loyal customer base.

Results

• Significant Increase in Online Orders: The optimized presence on food delivery apps led to a measurable surge in digital orders, boosting revenue from new and existing customers.

• Higher Customer Acquisition: The new website and social media campaigns successfully attracted new customers who were previously unaware of the restaurant.

• Improved Online Reputation: The strategy resulted in a higher volume of positive reviews and improved ratings on key platforms, reinforcing the restaurant's status as a local favorite.