Introduction
In a recent project, a newly opened Chinese restaurant in Hyderabad aimed to increase footfall and table bookings in a competitive dining market. Through a strategic Facebook ad campaign designed using the AIDA (Attention, Interest, Desire, Action) framework, the restaurant achieved fully booked tables within just three weeks, delivering a remarkable 500% return on investment (ROI). The campaign utilized compelling food video shots, an irresistible happy hours offer, nano-influencer collaborations, whitelisted ads, and customer review ads to drive local engagement and bookings.
The Challenge
As a new restaurant in Hyderabad, the Chinese eatery struggled to attract customers amidst established competitors. The primary goal was to increase footfall and table bookings, but the restaurant lacked brand visibility and local awareness. The dining market in Hyderabad is saturated, with many options for Chinese cuisine, requiring a standout strategy to draw in customers. The campaign needed to create buzz, drive immediate bookings, and ensure a high ROI with a budget of 25,000 INR.
Understanding the Demographics
The target audience was food enthusiasts in Hyderabad, aged 20–40, primarily urban professionals, students, and families with a disposable income of 30,000–70,000 INR per month. They were active on Facebook, often engaging with food blogs, local event pages, and lifestyle influencers. These individuals sought unique dining experiences, valued good deals, and were influenced by visually appealing food content and peer reviews. Understanding their preference for experiential dining and social media engagement shaped the campaign’s AIDA-driven approach.
The Strategy: Applying the AIDA Framework
A multi-layered Facebook ad strategy was implemented, structured around the AIDA framework to maximize footfall and table bookings:
- Attention – Grabbing the Audience with Food Video Shots: The campaign kicked off with high-quality video ads showcasing sizzling Chinese dishes like dim sum, stir-fried noodles, and Manchurian gravy. These videos captured attention instantly with close-up shots of steaming food and vibrant plating, paired with the restaurant’s modern decor and warm lighting. The visuals were designed to stop users mid-scroll, making them curious about the dining experience.
- Interest – Building Engagement with Nano-Influencers and Whitelisted Ads: To spark interest, lifestyle and food nano-influencers (5,000–10,000 followers) in Hyderabad were invited for a complimentary happy hours meal. They shared authentic posts and stories about their experience, tagging the restaurant and highlighting the food quality and ambiance. These posts were whitelisted, allowing the restaurant to run ads directly from the influencers’ profiles. This made the ads feel organic, piquing the interest of local foodies who trusted these influencers’ recommendations.
- Desire – Creating Craving with an Irresistible Happy Hours Offer: An irresistible happy hours deal—30% off on meals and drinks between 3 PM and 6 PM daily—was introduced to fuel desire. The offer was promoted heavily in the ads, with messaging like “Savor Authentic Chinese at 30% Off – Limited Hours Only!” This deal appealed to students and professionals seeking an affordable dining experience, making them eager to try the restaurant. Customer review ads were also launched, featuring quotes like “Best Chinese in Hyderabad! Loved the happy hours deal!” to further build desire through social proof.
- Action – Driving Bookings with Clear Calls-to-Action: Every ad included a strong call-to-action to prompt immediate bookings: “Book Your Table Now and Save 30%!” Links directed users to a simple booking form on the restaurant’s website, optimized for quick submissions. The urgency of the happy hours deal, combined with the credibility from influencer and customer review ads, encouraged users to act fast, securing their table before slots filled up.
A multi-layered Facebook ad strategy was implemented to boost footfall and table bookings:
- Compelling Food Video Shots: High-quality video ads were created, showcasing sizzling Chinese dishes like dim sum, stir-fried noodles, and Manchurian gravy. The videos highlighted the restaurant’s ambiance—modern decor with warm lighting—to create an inviting feel. These ads were designed to grab attention and make viewers crave the dining experience.
- Irresistible Happy Hours Offer: A happy hours deal was introduced—30% off on meals and drinks between 3 PM and 6 PM daily. This offer was promoted heavily in the ads with a clear call-to-action: “Book Your Table Now and Save 30%!” The deal appealed to students and professionals looking for an affordable dining experience during off-peak hours.
- Nano-Influencer Collaborations: Lifestyle and food nano-influencers (5,000–10,000 followers) in Hyderabad were invited for a complimentary happy hours meal. They shared authentic posts and stories about their dining experience, tagging the restaurant and promoting the happy hours offer. This built trust and local buzz among their followers.
- Whitelisted Ads: The influencers’ posts were whitelisted, allowing the restaurant to run ads directly from their profiles. This strategy made the ads appear more organic and credible, increasing engagement rates and driving more bookings from the influencers’ audiences.
- Customer Review Ads: As early customers started visiting, their positive reviews were turned into ad creatives. Ads featured quotes like “Best Chinese in Hyderabad! Loved the happy hours deal!” alongside images of happy diners. These testimonials boosted credibility and encouraged more bookings.
Initial Results: Fully Booked Tables in 3 Weeks
The AIDA-driven campaign delivered outstanding results within three weeks, with the restaurant’s tables fully booked every day, especially during happy hours. The ad spend for the three-week campaign was 25,000 INR, resulting in 118 table bookings. With an average table spend of 699 INR, this generated 82,482 INR in revenue. The return on investment (ROI) was an impressive 500%. Key metrics included a click-through rate (CTR) of 8.3%, driven by the captivating food videos, and a booking conversion rate of 12%, reflecting the effectiveness of the happy hours offer and influencer content.
The Role of Facebook Ads in Driving Footfall
Facebook Ads were instrumental, contributing 90% of the bookings. The AIDA approach ensured each stage of the customer journey was addressed: food video ads grabbed attention with an 8.3% CTR, influencer collaborations and whitelisted ads built interest with a 25% higher engagement rate, the happy hours offer and customer reviews created desire (driving 60% of bookings), and clear calls-to-action prompted action, resulting in a 12% conversion rate. This structured approach maximized the campaign’s impact, filling tables consistently.
Performance Metrics Breakdown
Over the three-week campaign, the ad spend of 25,000 INR resulted in 118 table bookings, generating 82,482 INR in revenue with a 500% ROI. The average cost per booking was 212 INR, reflecting the efficiency of the targeting and offer. The CTR averaged 8.3%, and the influencer-driven ads saw a 15% higher engagement rate compared to standard ads, highlighting the impact of authentic, local content.
Key Takeaways
This case study demonstrates the impact of an AIDA-driven Facebook ad strategy for restaurants:
- Eye-catching food video ads are essential for grabbing attention in a crowded social media feed.
- Nano-influencers and whitelisted ads build interest by leveraging trusted local voices.
- Irresistible offers like happy hours, paired with customer reviews, create a strong desire to dine.
- Clear calls-to-action and optimized booking processes drive immediate action, filling tables quickly.
Ultimately, the Chinese restaurant in Hyderabad achieved fully booked tables in just three weeks, proving the effectiveness of a structured AIDA approach with Facebook ads. Ready to boost your restaurant’s footfall? Let’s connect!
