Bazaru

Bring the Taste of Japan to the Heart of Riyadh

Project Type
Digital Marketing

Location
Saudi Arabia

Industry
F&B

Project Link

Challenge

Bazaru is a Japanese restaurant in the heart of Riyadh with a goal to offer unique experiences of Japanese cuisine through fusion bites and drinks. They commissioned Blue Hat to set up a digital communication strategy in order to increase their brand awareness and online reach.

Intervention

To create a brand’s online presence, we first have to understand their target audience, offerings, aims, and values. Bazaru’s main target audience is Saudi citizens looking for exclusive experiences and culinary art offerings. Their secondary audience are expats, looking to discover new flavors. The client wished to offer their customers a glimpse of the Japanese culinary experience with a twist through their creative dishes and drinks. They also aimed to communicate their concept on their online accounts and boost footfall to the restaurant by triggering the audience’s curiosity.

The restaurant’s main values consist of refinement, creativity, contemporary, and exclusivity. We wanted these values to reflect the restaurant’s essence as they should be conveyed through its overall experience such as; the vibe, menu, quality of service, etc. With this information in mind, we were able to develop Bazaru’s tone of voice, which is high end, indirect, mysterious, and sparking curiosity. Even the restaurant’s guidelines reflected these key terms through their strict no phone calling, only online booking policy. On social media, we decided to showcase only the name of the dish and a picture without providing much detail about the ingredients to surprise the clients and trigger them to discover the dish on the spot. We made sure that the images on the account were visually appealing and included the human element. Accordingly, we worked on a handwritten font and added a smoke effect to the pictures in order to preserve the mysterious unified look and feel. Another theme was to reveal the “making of” the drinks and dishes, putting in value the attention to detail that comes with the cooking, as well as to the restaurant’s best sellers. Finally, we made sure to create conversations with clients via instagram stories (containing polls and questions) to learn about any comments on their experiences, suggestions, or criticism they might have in mind.

Results

Creating a two-way conversation with their community has helped Bazaru to increase their brand awareness, and amplify their brand reach. Identifying their tone of voice has helped us determine the general vibe of Bazaru’s instagram feed. The account now reflects the true nature of a Japanese restaurant, sparks curiosity and invites new customers to learn about this place as well as the experience that it has to offer.