The Challenge
The Corner Cafe was a popular neighbourhood cafe in Adelaide that was forced to relocate to a new premises in a different suburb. After the move, foot traffic plummeted as they lost their established local customer base and the new location had far less passing trade. Despite having a loyal following, they had no systematic way to communicate with past customers or attract new ones in their new area. Social media presence was minimal and their Google listing still pointed to the old address.
Our Strategy
Marketing Ops developed a hyperlocal digital marketing strategy to rapidly build awareness in the new location while re-engaging the existing customer base. We combined Instagram marketing to showcase the cafe's vibrant atmosphere and food, optimised their Google Business Profile for the new location, and built an email loyalty program to drive repeat visits and turn new customers into regulars.
Services Used
Our Approach
- 1
Launched a visually compelling Instagram content strategy with professional food photography, behind-the-scenes reels, staff features, and user-generated content campaigns encouraging customers to tag the cafe
- 2
Updated and fully optimised their Google Business Profile for the new address, including new photos, updated hours, menu links, and a launch promotion to encourage early reviews at the new location
- 3
Built an email loyalty program using a simple sign-up system at the counter, offering a free coffee on signup, birthday rewards, and weekly specials to incentivise repeat visits
- 4
Ran targeted Instagram and Facebook Ads within a 5-kilometre radius of the new location, featuring mouth-watering food imagery and a grand re-opening promotion
- 5
Implemented a review generation strategy encouraging customers to leave Google reviews, building the cafe's local search credibility in the new suburb rapidly
The Results
Foot Traffic
Daily foot traffic increased by 150% within 4 months of launching the campaign, surpassing the levels achieved at the previous location
Instagram Followers
Grew from 180 Instagram followers to over 2,500 engaged followers, with posts regularly reaching 5,000 to 10,000 local accounts
Repeat Customer Rate
The email loyalty program drove a 35% repeat customer rate, with loyalty members visiting an average of 2.4 times per week
“Moving to a new location was terrifying. We went from being packed every morning to barely filling half our tables. Marketing Ops turned it around faster than we could have imagined. The Instagram content they create is stunning -- people literally come in saying they saw us on Insta. The email loyalty program has been genius for getting people to come back, and our Google reviews in the new area have been building trust with locals who have never heard of us. We are now busier than we ever were at the old place.”
Emma Whitfield
Owner, The Corner Cafe
Adelaide, SA