Case study: Prashad Indian Vegetarian Restaurant

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Multi-award winning Prashad Indian Vegetarian Restaurant came to us in 2012, two years on from appearing on Channel 4’s Ramsay’s Best Restaurant. Owner Bobby Patel had relied on traditional PR to maintain the buzz around his family restaurant following the show but recognised that, if he was going to turn Prashad into a nationally recognised brand and make his mum’s new cookbook a best-seller, he was going to have to make digital and social media core to his business.

The small Bradford-based eatery already had a ‘cult’ local following offline and online, but how would it fare in its new larger premises in a new village location on the outskirts of Leeds? How would Bobby realise his vision of making his small family restaurant into a nationally recognised UK ‘foodie destination’?

Recreating the customer experience online

Like most of our clients, Prashad had so many amazing stories to tell – but were only telling them to a niche audience. They needed our help in recreating the customer experience online to reach a highly targeted relevant audience who they weren’t already engaging with. However, we had to ensure that, in doing so, we maintained the family ethos and brand values and work closely with the team to give an authentic reflection of the business to existing and new audiences.

The high quality, engaging content that we created on a weekly basis on their blog, other blogs/websites, Facebook, Twitter, Pinterest, Instagram and more traditional marketing channels, positioned them as a serious player in the ‘foodie’ world in Yorkshire, the UK and even internationally. Not only that but it helped to keep existing fans engaged and returning to the restaurant time and time again, whilst consistently growing the brand recognition and fan base, bringing new customers into the restaurant week on week and maintaining the cookbook’s position as a well-respected best-seller.

As well as constantly coming up with ideas for new events and initiatives to convert online fans into tangible regular customers, we set up weekly Twitter networking event #veggiehour, hosted by Prashad. This gave us a platform from which to stimulate debate and discussion about issues surrounding vegetarian cuisine with an international audience and opportunity to showcase Prashad’s expertise and build its following on a weekly basis. The response to this converted into website hits, cookbook sales, event ticket sales and bums on seats in the restaurant, as well as invaluable credibility for the brand on a ‘foodie’ stage, putting them in a strong position to win further awards and recognition from peers.

Foodie recognition

We also ensured that Prashad consistently gained recognition from the foodie world by regularly helping them win and make the most of high profile awards and accolades, securing them slots at high profile food festivals and events, and engaging high profile bloggers and journalists to write reviews. The fact that they always get a top rating is of course down to the exquisite food and the team’s impeccable service though!

Our proudest achievement is the collaboration we helped create with the owners The Sparrow Bier Cafe in Bradford, who we approached on Twitter about potentially working together. Following a series of hugely successful, sell-out beer and curry tasting events, a new business – craft beer bar and Indian street food kitchen Bundobust – has been launched in Leeds city centre with exciting expansion plans for the future.

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“Engage Comms is experienced enough to trust with my brand’s online presence but small enough to care about my business almost as much as I do! They’ve become critical to our growth and success.”

Bobby Patel, Owner and Operations Director
Prashad Indian vegetarian restaurant

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