Zafran Restaurant: From Empty Tables to Full House
How strategic digital marketing transformed this restaurant chain from struggling to fully booked every night across Dubai and Sharjah.
About the Client
Zafran Restaurant Group operates three contemporary Pakistani-Indian restaurants across Dubai Marina, JLT, and Sharjah. Chef Omar Siddiqui's authentic cuisine had the potential for success, but fierce competition in Dubai's saturated F&B market meant empty tables during weekdays.
The Challenge
Weekday Revenue Problem
Weekend bookings were strong, but weekday occupancy averaged only 35%. They were leaving significant revenue on the table.
Delivery App Dependency
Over 60% of revenue came through delivery apps charging 30% commission. They needed to build direct ordering capabilities.
New Location Launch
The Sharjah location was underperforming with minimal awareness in the local market.
Brand Differentiation
With hundreds of South Asian restaurants in Dubai, standing out and communicating their unique quality was challenging.
Our Solution
We implemented a comprehensive digital marketing strategy tailored to their specific needs.
Food Porn Visual Strategy
Created mouth-watering video content and carousel ads showcasing signature dishes, restaurant ambiance, and chef stories.
- Video views: 3.2M+ total
- Saved posts: 45,000+
- Engagement rate: 9.8%
- DM inquiries: 200+/week
Location-Based Campaigns
Targeted hungry searchers within 5km radius of each location with compelling offers and easy reservation CTAs.
- Click-to-call: 2,500+/month
- Reservation actions: +380%
- Cost per reservation: AED 12
- Average party size: 4.2
Direct Ordering Platform
Built a branded website with online ordering, table reservations, and loyalty program that reduced dependency on delivery apps.
- Direct orders: 40% of delivery
- Commission savings: AED 45K/month
- Loyalty program signups: 8,000+
- Repeat order rate: 65%
The Results
The numbers speak for themselves. Here's what we achieved together.
"We went from empty tables to requiring reservations. DMB made our restaurant the talk of Dubai. The content they created made people crave our food - we get customers saying they came because of an ad they saw on Instagram. Our Sharjah location is now profitable, and we're saving AED 540K annually on delivery commissions."
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