108 Food is a pioneer in Chinese hot pots and had made a name for themselves within the Asian community on the Upper West Side. They wanted to reach a new audience without alienating their existing one.
What We Did
Munch Ado built and designed a dual-language website to cater to their existing Chinese audience and expand their reach into other communities including Columbia University. We created special offers to encourage first-time diners to give 108 a try and to reward long-time fans.
How We Did It
Authentic Chinese food can be intimidating to newcomers. That’s why the starting point for messaging around 108 focuses on the exciting side of the cuisine—the spice and the specialty hot pots—and then grows to educate customers about all the different offerings.
Chinese dish names and ingredients are often confusing to those who’ve never tried them before. We used high-quality photography to demystify 108’s menu.
We knew from our strategy session with 108 Food how they saw online ordering becoming so important to their restaurant as we shifted their positioning to appeal to more communities. We used simple storytelling, detailed menu descriptions in both Chinese and English, and photography for nearly every menu item to ease customers into the new experience.
SOCIAL MEDIA MANAGEMENT
We worked with 108 to create a culture online around sharing new experience with friends. With engaging content that leveraged photography and storytelling that focused on discovery, awareness shot up across the board for 108.
Awareness was the base on which we built marketing for 108 Food. We used advanced targeting to reach college students and local communities and challenged them to see if they could take on the spice at 108. With a 300% increase in awareness year over year, 108 also saw unbelievable revenue growth and a ROI unmatched by any other service they’ve used.