Umami World Kitchen, an exciting all-you-can-eat world buffet restaurant, approached Dash Agency to assist with the launch of their new branch in Telford’s Southwater area. Known for its vibrant setting and diverse gourmet offerings - from Thai street food to classic Italian and even a Traditional Carvery - Umami sought to position itself as the go-to dining experience in the region.
Understanding that their launch would be highly competitive, Umami invited multiple marketing agencies to pitch. We knew we had to demonstrate not only our creativity and efficiency but also our ability to deliver results under very tight deadlines. After presenting a proposal highlighting our local marketing and event management expertise, Dash was proud to win the partnership.
After an initial meeting over a coffee (naturally), we proposed to Umami a plan involving everything from digital and print ads, to billboards, to radio ads, to flyers. Following an exclusive tour of the proposed venue (building site), the team at Dash had 4 weeks to put it all together and go live.
And we did it.
We planned, organised, and handled the opening, the press night, the press release, the influencer pre-launch weekend with guest list, digital billboards, social media accounts, paid ads, and video content – getting our videographer and photographer on site.
The launch of Umami World Kitchen in Telford was met with incredible success, thanks to a carefully designed marketing strategy and the energetic buzz we created across multiple channels. The data speaks for itself, highlighting the significant impact our efforts had on Umami’s digital presence and brand awareness.
Facebook Growth
Our campaign breathed new life into Umami’s Facebook presence. The number of followers grew by 34.19%, and fans saw an even more impressive rise of 198.30%. Organic content performed exceptionally well, with overall impressions increasing by a staggering 2,026.72%. Posts designed to showcase the vibrant and diverse food offerings led to a 1996.85% growth in organic post impressions, proving the effectiveness of our storytelling and content strategy.
Instagram Success
Umami’s Instagram account experienced phenomenal growth as it became a visual hub for food lovers in Telford and beyond. The number of people viewing the profile rose by an impressive 812.26%, showcasing how our campaigns successfully drove interest and traffic. Content reached new heights with a 1,072.00% increase in total impressions, while the audience reach expanded dramatically, growing by 2218.30%. This level of engagement positioned Umami as a must-follow account for those seeking culinary inspiration and updates.
These results not only boosted Umami’s visibility but also created a community of engaged followers who were eager to visit the restaurant and share their experiences, solidifying its reputation as Telford’s premier all-you-can-eat destination.
Beyond digital metrics, the on-the-ground buzz was undeniable. The press night and influencer pre-launch weekend received enthusiastic reviews, while the grand opening saw an excellent turnout and excitement from the local community. Local media coverage and high-impact advertising further amplified the brand’s presence, ensuring that Umami’s debut in Telford was nothing short of a resounding success.
These results underscore the power of a well-executed, multi-channel marketing campaign and demonstrate how Dash helped Umami World Kitchen achieve its goal of becoming a dining hotspot in Telford.
Whether you’re looking for marketing expertise or have a specific project in mind, we’re here to assist.