Thai One
Introduction
Thai One saw massive losses during the Covid-19 pandemic due to the restaurant being closed and solely relying on the takeaway side of the business to keep them afloat.
I was bought on as a temporary consultant for the business to find ways to increase sales for their takeaways as well as prepare them for when the restaurants could be re-opened.
Data Analysis
To first understand the business I needed to look at the data. Using the last 6 years’ worth of sales data it was easy to see where sales should currently stand and calculate the loses due to covid-19. With this, I was able to establish how much additional business we would need to create to make up for this shortfall.
For phase one we would need to focus on takeaway due to the lockdown, using data from previous orders it was easy to find the company’s best-selling food items, comparing these items to competition in the area I suggested a slight increase in price on these food items to help boost revenue.
Used forecasting to show how these changes could affect revenue.
as these food items are sold consistently. As a result, we saw no loss in business and an increase in revenue.
Marketing
For marketing, it was important to understand the current demographic and the community of Colchester and how it could be expanded. A lot of Thai One’s business came from 35-45 years which meant they were missing out on the younger demographic.
After conducting some market research with Facebook community groups and discussing with people in the local communtiy it was apparent that a lot of people had never tried Thai food before.
I rolled out a campaign called TryThai which featured 3 set menus for 1 which showcased the best Thai One had to offer at an affordable price. It was key to keep the price affordable, this was so new customers wouldn’t feel like they were taking a huge financial risk if they weren’t to like Thai food as well as cater to student budgets. Through this campaign, we saw an increase of 72% in new customers.
- Changed name from thai 1 to thai one as looks classier, owner didnt want to drastically change the name
- Introduced an app to increase direct traffic rather than rely on Deliveroo, Uber Eats, Just Eat etc and their commissions
- Expanded delivery radius
Website
- New fresh look
- Branding
- Interactive menu
- order portal
- online booking
Design
- Menu redesign
- Takeaway menus
- interior design
Photography
- Photos of food to highlight the product in the best way