Brand Brief
Baristo Coffee and Bar was a café launched with enthusiasm and influencer marketing, but after seven months, the initial buzz faded. The Footfall dwindled, and was connected with influencer posting only, despite a prime location, sales and advertising spends weren’t sustainable. The biggest issue? The name included “Bar”, as it was suppose to serve liquor but it never did due to a license issue, misleading customers who expected alcohol but left disappointed. Additionally, the diverse menu attracted a budget-conscious crowd, overshadowing premium cuisine offerings. With a modest annual budget of INR 3,00,000—barely enough for creative fees—the founders, two passionate sisters, approached us for a solution that could turn things around.
Approach
Given the limited budget, we proposed a strategic shift. Instead of executing digital marketing ourselves, we would guide the sisters on advertising, branding, and content strategy, allowing them to execute it in-house. This reduced our fees to INR 80,000 for six months while reserving INR 2,20,000 for targeted advertising and branding efforts. Our research uncovered a golden opportunity—ramen was the most popular item on the menu, and the growing fascination with Korean culture made it the perfect hook. The solution? A rebrand as Korean By Baristo—Nashik’s first Korean-themed café.
Execution
We began with a hands-on immersion. Taking the founders to Mumbai, we explored top Korean restaurants, premium dining spots, and unique mocktail bars to study their experiences, presentation, and customer engagement strategies. We also scouted distinctive serving utensils and tableware that would enhance the dining experience. Armed with insights, we crafted a specialized Korean and Mocktail Menu tailored to the café’s strengths.
To validate our approach, we organized a tasting event inviting a diverse group of people to sample the menu. Through focused feedback collection, we refined the offerings to maximize customer appeal. Once the menu was finalized, we shifted to marketing: Some great strategies were formed that seamlessly integrated storytelling, engagement, and virality, making the brand unforgettable. We also leveraged well-planned campaigns and smart partnerships with Swiggy and Zomato, but the real secret to exponential growth lay in the way we executed them.
Results
With less than INR 60,000 spent in six months, Baristo achieved remarkable growth, stabilizing at 4x their previous monthly billing. But what made this transformation so powerful wasn’t just the marketing tricks—it was the strategic realignment of the brand. We tapped into the right cultural trend, adjusted the experience, and gave people a reason to come back.
Key Takeaways
- Strategic branding beats high budgets: The shift from a generic café to a Korean-themed restaurant resonated deeply with the target audience.
- Customer experience is everything: A curated menu, immersive dining setup, and unique presentation elevated the brand’s perception.
- DIY marketing with expert guidance works: Teaching the founders to execute digital marketing internally maximized efficiency while minimizing costs.
- Targeted spending matters: A well-planned mix of social media, influencer collaborations, and food delivery platform promotions yielded sustainable growth.
Final Thought: Success is not about how much you spend—it’s about spending wisely. With the right brand strategy, content plan, and execution, even a constrained budget can fuel exponential growth. But the real game-changer? That’s something we tailor only for those ready to take their brand to the next level. If you’re wondering what that secret ingredient is, maybe it’s time we had a chat.