Digital marketing success for Dishoom: From Leeds with love

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One of the UK’s hospitality crown jewels, Dishoom, reached out to us at the start of 2021 to help steer and drive their digital strategy forward.

Dishoom are a successful restaurant brand with a growing estate of Irani cafes inspired by Bombay cuisine and culture. They have built a strong brand that succeeds because their fans (including us) love their food and everything they do.

When Covid lockdowns forced them to close their restaurants in 2020, they worked quickly to launch their famous Bacon Naan Roll Kit as an at-home kit sold via an eCommerce website - the Dishoom Store - and this sold in huge volumes. And not just to our team!

They launched a Vegan Sausage version soon after, and also started offering a range of other popular products such as cocktail kits and the Dishoom cookbook.

So where do we come in?

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The brief

With widespread lockdowns making a fast ecommerce solution essential, the first Dishoom Store website was built in a hurry to capitalise on this opportunity. As such, it was simple in functionality and limited in its capacity to scale; not ideal for a business that wanted to continue building their e-commerce offering. They needed a website with strong foundations to grow as they continue to add more products and welcome new fans.

And then came the sales challenge. While Naan Roll Kits had flown off the shelves during the height of the pandemic, sales began to slow as lockdowns eased and the consumer demand for at-home kits lessened. They needed a way to grow their store customer base and keep selling post-lockdown at an efficient ROI.


The solution

With the recipes in the bag, the brand nailed and an awesome existing social and email strategy run by the internal team, it was our job to grow awareness of the Dishoom Store beyond its core London fanbase. We harnessed the special ingredients of Paid Search, Shopping & Social and SEO to make the most of their paid and earned audiences.

As restaurant re-openings were on the radar, there was a key opportunity to market the store to people without a Dishoom restaurant close by. We developed a strategic approach that built both awareness and visibility across multiple digital channels at the top of the funnel, and then convert new customers once they were ready to purchase.

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Let’s talk results

  • 150% ROI
  • 50% Increase in store revenue
  • 6.8 ROAS

The results

And the results have been delicious.

Within 3 months of taking over the existing Paid campaigns we increased ROI 150%, and from there it only got better. Over 12 months we drove 50% of all Store revenue via Organic and Paid activity, with an average direct ROAS of 6.8 across Search, Shopping & Social advertising.

As the Dishoom team continue to grow and more and more products populate the site, we’re looking forward to supporting the business with its continued success.