In the dynamic realm of the food and beverage industry, franchise restaurants face the unique challenge of maintaining a global identity while nurturing local connections.
RMAL Hospitality’s portfolio includes wagamama UAE, Trader Vic’s Souk Madinat, Allo Beirut Abu Dhabi, Oche UAE – a diverse array of franchise restaurants, each requiring a tailored marketing approach that respects cultural nuances and consumer preferences.
Our journey to success is anchored in a commitment to consumer experiences, often brought to life through community-centric events.
Targeted marketing
At the core of our marketing philosophy lies the recognition that diverse demographic segments harbour distinct preferences and interests. While Dubai as a whole exhibits certain commonalities in audience behaviour, within its neighborhoods, we encounter varied subsets and audience categories.
For instance, Mirdif sees a significant presence of families, while Abu Dhabi boasts a local audience base. Meanwhile, wellness enthusiasts may congregate in select areas. Crafting an effective local strategy begins with acknowledging these differences and tailoring marketing initiatives accordingly.
Customising themed events
A strategy that has proven effective for our franchise concept is organising themed events tailored to specific communities. For instance, at our new Mirdif branch, we hosted a cultural education evening focused on Asian traditions. This event featured workshops on creating our signature firecracker chicken dish, alongside henna art and a special Kharma drumming performance with Japanese-Emirati influences. Such events foster an environment where attendees can engage in familiar cultural activities while learning about our brand.
Significant occasions
For adapting and forging connections with local audiences, nothing beats celebrating key occasions together.
During Ramadan, we hosted a mindful eating session, where a wellness professional guided participants in reconnecting with the essence of Ramadan, encouraging participants to appreciate the fasting period and approach the month with positivity.
The wellness practitioner offered insights on adopting a mindful mindset during Ramadan to maximise the benefits of the season.
The goal is to establish a meaningful connection between the franchise brand ethos and the celebrated occasion. It’s crucial to maintain the distinctiveness of the franchise brand and remain faithful to its identity.
Firsthand touchpoints
We regularly organise cooking classes and culinary workshops at wagamama, enabling us to interact with customers on a personal level, thereby fostering valuable experiences and lasting relationships.
By actively engaging with the communities we serve, we reinforce our brand presence and establish ourselves as integral contributors to the local landscape.
In the fiercely competitive landscape of franchise restaurants, success hinges on adaptability and innovation. By embracing a holistic marketing approach that emphasises community engagement and experiential marketing, RMAL Hospitality remains a trailblazer in the industry.
By Ankitha Rajendaran, Group Marketing Manager at RMAL Hospitality (wagamama UAE, Trader Vic’s Souk Madinat, Allo Beirut Abu Dhabi, Oche UAE)
