Oooh la la Multi cuisine Restaurant, a new organic multi-cuisine restaurant in West Bengal, opened its doors with a promise of delicious food cooked and served with the authentic local style and aroma of different geographic locations. But what are equally delicious are its plans to drive the business using social networking. This restaurant wants to be much more than a place to dine. It wants to be a vast social media experience for all its visitors, most of who were the young and happening crowd of the city.
Indeed the restaurant was using the digital marketing strategies to the maximum extent possible for customer engagement. Thus its associated benefits of using the social media channels were also pretty high. Inside the restaurant, located at the corner of Convent Road and KolkataMain Road, a 100-square-feet LED screen constantly streams Facebook fan page updates, Twitter hashtagtweets, restaurant information, and eOooh la la check-ins. eOooh la la is a Web and mobile application that allows registered users to connect with friends and update their location information. Points are awarded for ’checking in’ at selected restaurants, bars, and other sites. Customers see tweets and status updates and reply to them or add their own messages with their cell phones or other mobile devices using Oooh la la Multi-cuisine Restaurant’s free Wi-Fi wireless Internet connection.
This restaurant has multiple options for placing an order. You can place your order to a restaurant waiter directly, or by using a smartphone while you are located close by, or you can place the order online yourself for free delivery. Naturally, Oooh la la Multi-cuisine Restaurant has its own Facebook page, which it uses for social marketing. Tagging yourself on its Facebook wall makes you eligible to win promotional coupons up to Rs.350/-. Oooh la la Multi-cuisine Restaurant offered Rs. 350/- worth of food to whoever was the first to tweet a picture of him or her in front of the restaurant’s “tag wall” - a wall in the front of the restaurant inviting people to write ’tweets’ using a Magic Marker. Oooh la la Multi-cuisine Restaurant also uses social networks for hiring and promoting its ’De-Junk West Bengal’ campaign for improving the city. But what makes Oooh la la Multi-cuisine Restaurant really stand out is its use of crowdsourcing for both marketing and menu development. This restaurant has an online tool for customers to invent their own sandwiches and other dishes and to give their inventions clever names. Every time someone orders an item invented by another customer, the inventor receives a voucher with an in-store credit. With Oooh la la Multi-cuisine Restaurant’s list of ingredients, millions of combinations are possible. Some customers will no doubt use their extensive social networks to promote the burgers they invented. Those with thousands of followers on social networks could conceivably earn “free dishes” for the rest of their lives if they constantly promote Oooh la la Multi-cuisine Restaurant. All of these measures create very low-cost incentives for large numbers of customers to actively promote the restaurant. They also generate word-of-mouth “buzz” with minimal expenditure. All it takes is establishing a presence on social networks and rolling out promotions. Thus the company was also able to rope in the Customers Network Value, which often is multiple times more than his individual lifetime value.
Competing with the other restaurants based out of West Bengal won’t be easy. But by using social networking technology to forge ties with customers and giving those customers a stake in the success of products, Oooh la la Multi-cuisine Restaurant hopes to have the recipe for a successful business.
Kevin Maddox is an alumni of one of the top 3 buusiness schools of UK, with a dual specialization in marketing and finance. He shares a keen interest in aquatic life besides blogging and swimming. He is associated with one of the top 3 consumer goods company based out of United Kingdom.
Indeed the restaurant was using the digital marketing strategies to the maximum extent possible for customer engagement. Thus its associated benefits of using the social media channels were also pretty high. Inside the restaurant, located at the corner of Convent Road and KolkataMain Road, a 100-square-feet LED screen constantly streams Facebook fan page updates, Twitter hashtagtweets, restaurant information, and eOooh la la check-ins. eOooh la la is a Web and mobile application that allows registered users to connect with friends and update their location information. Points are awarded for ’checking in’ at selected restaurants, bars, and other sites. Customers see tweets and status updates and reply to them or add their own messages with their cell phones or other mobile devices using Oooh la la Multi-cuisine Restaurant’s free Wi-Fi wireless Internet connection.
This restaurant has multiple options for placing an order. You can place your order to a restaurant waiter directly, or by using a smartphone while you are located close by, or you can place the order online yourself for free delivery. Naturally, Oooh la la Multi-cuisine Restaurant has its own Facebook page, which it uses for social marketing. Tagging yourself on its Facebook wall makes you eligible to win promotional coupons up to Rs.350/-. Oooh la la Multi-cuisine Restaurant offered Rs. 350/- worth of food to whoever was the first to tweet a picture of him or her in front of the restaurant’s “tag wall” - a wall in the front of the restaurant inviting people to write ’tweets’ using a Magic Marker. Oooh la la Multi-cuisine Restaurant also uses social networks for hiring and promoting its ’De-Junk West Bengal’ campaign for improving the city. But what makes Oooh la la Multi-cuisine Restaurant really stand out is its use of crowdsourcing for both marketing and menu development. This restaurant has an online tool for customers to invent their own sandwiches and other dishes and to give their inventions clever names. Every time someone orders an item invented by another customer, the inventor receives a voucher with an in-store credit. With Oooh la la Multi-cuisine Restaurant’s list of ingredients, millions of combinations are possible. Some customers will no doubt use their extensive social networks to promote the burgers they invented. Those with thousands of followers on social networks could conceivably earn “free dishes” for the rest of their lives if they constantly promote Oooh la la Multi-cuisine Restaurant. All of these measures create very low-cost incentives for large numbers of customers to actively promote the restaurant. They also generate word-of-mouth “buzz” with minimal expenditure. All it takes is establishing a presence on social networks and rolling out promotions. Thus the company was also able to rope in the Customers Network Value, which often is multiple times more than his individual lifetime value.
Competing with the other restaurants based out of West Bengal won’t be easy. But by using social networking technology to forge ties with customers and giving those customers a stake in the success of products, Oooh la la Multi-cuisine Restaurant hopes to have the recipe for a successful business.
Kevin Maddox is an alumni of one of the top 3 buusiness schools of UK, with a dual specialization in marketing and finance. He shares a keen interest in aquatic life besides blogging and swimming. He is associated with one of the top 3 consumer goods company based out of United Kingdom.