Web design, local SEO and social media for a growing Indian restaurant group

Each Spice India restaurant had its own Facebook and Instagram pages, so every post had to be duplicated six or seven times. That set-up makes marketing for restaurant groups far harder than it needs to be. The audience was split across all of them, the workload made posting inconsistent and the brand felt disjointed. The website wasn't helping either. It was basic and hard to navigate, booking a table was harder than it needed to be, and online ordering had no connection to the site. For a group that wanted to be known as a quality dining experience rather than just another Indian takeaway, that was a long way from the impression it needed to make.

One brand page instead of one per restaurant

We merged the separate location pages into a single brand page on Facebook and Instagram, so the audience built up in one place and followers saw one update instead of six. It also made a consistent posting schedule possible. From there we took on the group's social media management end to end, from content research and planning to graphic design, captions and scheduling across Facebook, Instagram, TikTok and Pinterest. The following grew from just under 2,000 to more than 13,000, and several of the TikTok videos we produced passed a million views.

Table bookings that reach the right restaurant

With several restaurants taking reservations, a booking needs to land with the one the diner wants. We rebuilt the website with conversational booking forms that route each reservation enquiry directly to the correct restaurant. We also brought the existing online ordering system into the site, so customers can go from browsing to ordering without leaving it.

Reviews asked for at the table

Fresh reviews help a restaurant show up in local search, and the easiest moment to ask for one is while the diner is still at the table. We set the group up on MyReviews, our own review tool, with QR code displays and printed stickers in each restaurant, so diners could leave a review on the spot. Across the locations, that brought in around 4,000 reviews. Alongside the local SEO we ran for every town, the steady flow of fresh reviews helped Spice India rank well for Indian restaurant searches where it operates, including on Google Maps. We also ran Facebook and YouTube ad campaigns to build awareness and bookings across the locations.

When we started working together, Spice India had four restaurants, and four years on the group had seven.

If you run several locations, one brand page usually works better than one per location, because the audience builds in one place and posting stays manageable. Asking for reviews at the table, with a QR code in front of the diner, brings in a steady flow of fresh reviews that supports local search in every town. A booking form that sends each enquiry directly to the right location also takes the friction out of reserving a table.

Read more about our web design, SEO, social media and PPC services, or see more web design case studies and other food and drink projects.