Luigikhan's caters for a mid-market audience, but a clientele that recognises good, freshly prepared Indian cuisine. This Punjabi restaurant is definitely a cut above the rest.
MHW was engaged 12 months or more after a bright launch. Owner Jangy Khan wanted a fresh look at the business and some creative ideas to put the restaurant on the culinary map.
The restaurant faced stiff competition both in its immediate area but across Newcastle. It also suffered from a perceived postcode problem, that had to be overcome.
We had no doubts about the quality of the food and the quality of the modern, exotic designed restaurant. The task was largely one of getting people over the door to taste the food. The rest would speak and work for itself.
The tactics included a mix of events, promotional nights and a concerted campaign that targeted both journalists along with foodie bloggers who would spread the message through social media platforms. If we could convince the foodies and other critics, then we knew they would act as the restaurant champions.
We also targeted local employers, offering special deals and concessions for employees.
After several months of activity we sat back and watched the power of word of mouth. As we hoped, the message quickly spread. Reviews were almost always positive. Visitor numbers increased, along with sales.
Today, Luigikhan's is consistently among the top 10 restaurants in Newcastle on TripAdvisor. The restaurants continues to trade profitably. MHW maintains a casual consultancy relationship.
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