Tampopo restaurants
Tampopo is an independently owned restaurant brand with five venues in Manchester and London.
I worked with Tampopo to deliver a data-driven marketing strategy, leading to substantial performance improvements. Continuous monitoring and analysis enabled strategic adjustments and optimized budget allocation over the two year period. An integrated approach, which included SEO, advanced email campaigns, social media efforts, and website UX enhancements, delivered remarkable outcomes and maximized marketing impact.
The Challenge
Tampopo faced the daunting task of adapting to a new operational model amidst the pandemic. The pressing need for a robust digital strategy incorporating the website, social media and email marketing, along with in venue collateral, was not just an optional upgrade but a critical component for their survival and growth.
My response
Over two years, I worked closely with Tampopo’s founder David Fox, and their designer, developer, and other stakeholders to develop a comprehensive marketing strategy. This strategy aimed to integrate activities across all five venues with their online presence, ensuring a unified approach to website content, email campaigns, social media, and in-venue operations.
My approach was data-driven. By continuously monitoring results, strategy adjustments were based on real performance metrics, avoiding guesswork. Key to the strategy was an in-depth review of Tampopo’s website usage, SEO enhancement, a revamped email strategy, and social media initiatives, with resulting changes focused on improving user experience and engagement.
The Results
The results were significant. From April to August 2021, there was a 42% increase in website users (48,862 to 88,148) and significant improvements in online bookings, with 7% of website visitors and 87% of bookings page visitors making reservations.
The email strategy overhaul led to a 30% increase in click-through rates (CTRs), reaching nearly 10%, surpassing the industry average. This was an impressive feat, especially given the general decline in global email CTR performance.
The opening of a new London venue in Wimbledon in June 2023 was marked by a target of 1000 email sign-ups, which was far exceeded with 2,400 sign-ups, with minimal ad spend. This success can be attributed to targeted marketing efforts based on a data-driven approach.
Overall, the project with Tampopo not only delivered measurable results but also equipped David and his team with the insights and tools for sustained success in the dynamic restaurant industry. The journey with Tampopo stands as a testament to the power of strategic digital marketing and the importance of adaptability in times of change.
“Kathleen is a marketer with experience of marketing across different sectors, delivered across multiple channels. This experience means Kathleen’s approach is geared towards measurable results, based on using marketing strategies and actions directly relevant to your business for maximum impact. She takes a positive and straightforward attitude to everything she does. I wouldn’t hesitate to recommend her to anyone looking for a strategic, measurable approach.”
David Fox, Tampopo Founder
Strategic.
Strategic, sustainable change borne of creative thinking and real insights. The kind of change that requires a fresh perspective on your business.
Sustainable.
I’m not about one flashy campaign to live or die by. That’s not my area of expertise. I’m about strategic plans that are realistic, based on your budget and resources, so that my impact on your business is sustainable.
Successful.
That’s what it’s all about after all, making a positive impact and getting a return on your investment. That’s what I’m here for, what I’m invested in, making your business the success it deserves to be.