Moonfish Cafe
Having been in business for 20 years, Moonfish Cafe has become a bit of an institution in the Aberdeen dining scene. Weekends are quite often so busy that there is a waiting list. And generally speaking, the restaurant normally operates with a fully booked diary. It’s safe to say, Moonfish is certainly no small fish.
That being said, with the UK hospitality industry feeling the effects of COVID, Brexit and now an economic crisis, no hospitality venue can rest on its laurels - even the ones who are fully booked with waiting lists. It’s important to maintain a competitive edge and remain on the front foot. Something Brian McLeish, owner and head chef, fully understands.
1
the brief
When nimola was approached to help create a marketing and content plan for Moonfish, there were a few key priorities and challenges that needed to be considered. These included the need for the restaurant to continue to stand out amidst increasing competition, maintain relevance in an ever-evolving industry, keep their existing and loyal customers engaged, and all of this without dedicated marketing staff.
2
the process
Understanding the essence of these priorities and challenges was paramount. We delved into the business goals and the barriers hindering their marketing efforts. Through extensive consultations and research, we looked at the core aspects of their brand, target audience, and key strengths. Asking the right questions allowed us to grasp their unique selling points, obstacles, and aspirations.
3
the outcome
Armed with a comprehensive understanding of the business, we crafted an annual marketing and content plan tailored specifically for their owned marketing channels. Our strategy encompassed their website, email campaigns, and social media platforms. By leveraging their strengths and addressing their challenges head-on, we formulated a robust and cohesive plan designed to captivate both new and existing customers.
4
the results
This tailored approach took the burden off Brian's shoulders, alleviating the stress of navigating the complexities of marketing - allowing him to focus on other aspects of the business. The meticulously crafted plan provides him and the team with a roadmap that is not only easy to follow but also straightforward to execute. The tangible outcome ensures that they are well-equipped to reach their target audience, foster customer loyalty, and thrive in a competitive market. By consistently engaging with their audience across multiple channels, the restaurant is now positioned to remain top-of-mind when customers are making dining decisions - now and in the future.
5
the feedback
“As a busy restaurant owner and chef, I just don’t have the time or know-how to put into all aspects of the business. So when I was looking for someone to help kick-start our marketing again, nimola ticked all the right boxes - a marketing expert with specialist hospitality industry experience and in-depth local knowledge. Nikki was really great to work with. She made such an effort to fully understand our business, made everything very easy and communication was super clear throughout. By creating an annual marketing and content plan for Moonfish, we now have a thoroughly thought out and consistent approach to communicating with our customers, ensuring we will be their first choice when they are deciding where to dine. I would definitely work with Nikki again on future projects and would highly recommend nimola to other hospitality businesses looking for support with their marketing.”
Brian McLeish - Owner / Head Chef