Category

Uncategorized

Date Posted
January 8, 2025

Client Overview

Chatori, a HORECA (Hotel/Restaurant/Café) business, aimed to bring authentic Indian street food to the vibrant city of Limerick, Ireland. With a unique concept and flavorful offerings, the founders had high ambitions but lacked expertise in crafting a go-to-market (GTM) strategy and executing a seamless launch.

Problem

  • No GTM Strategy:The founders had a vision but lacked a structured approach to entering the market and building brand awareness.
  • Undefined Target Audience:Chatori struggled to identify and connect with the right customer segments.
  • Lack of Digital Presence:The brand had no pre-launch buzz or digital marketing efforts, making it hard to generate initial traction.
  • Competitive Market:The food and beverage industry in Limerick is competitive, requiring a strong value proposition to stand out.

Solution by Avinya

Avinya partnered with Chatori to deliver a comprehensive go-to-market (GTM) strategy and execution plan that ensured a successful launch and positioned the brand for long-term growth:

1. Market Research and Targeting:

  • Conducted market research to identify gaps in the local HORECA market and potential customer segments, including students, professionals, and food enthusiasts seeking unique dining experiences.
  • Defined Chatori’s target audience and created customer personas to guide marketing efforts.

2. GTM Strategy Development:

  • Crafted a step-by-step GTM strategy, focusing on pre-launch awareness, launch events, and sustained marketing campaigns.
  • Positioned Chatori as “Limerick’s go-to destination for authentic Indian street food with a modern twist.”

3. Branding and Visual Identity:

  • Designed Chatori’s logo, menu, and interior visuals to reflect the vibrant and bold spirit of Indian street food.
  • Created a cohesive brand story that highlighted authenticity, quality, and an immersive dining experience.

4. Pre-Launch Buzz Creation:

  • Built anticipation through teaser campaigns on social media, showcasing behind-the-scenes content and sneak peeks of the menu.
  • Partnered with local food bloggers and influencers to generate excitement and awareness.

5. Digital Marketing Strategy:

  • Launched a strong digital presence with a user-friendly website, Google My Business listing, and active social media channels.
  • Executed targeted ads on Instagram and Facebook to attract food lovers in Limerick.
  • Used email marketing to share exclusive launch offers and updates with subscribers.

6. Launch Event Planning:

  • Organized a grand launch event with live cooking demonstrations, food tastings, and limited-time discounts to draw in crowds.
  • Captured event highlights for use in future marketing efforts.

7. Post-Launch Engagement:

  • Created loyalty programs and referral discounts to encourage repeat visits.
  • Regularly updated the menu with seasonal specials to keep customers engaged.

Impact

1. Successful Launch with High Footfall:

  • Chatori’s launch event attracted a large audience, generating significant buzz and earning rave reviews from attendees.

2. Strong Digital Presence:

  • Social media accounts gained over 5,000 followers within three months, with posts regularly achieving high engagement.

3. Rapid Customer Acquisition:

  • Monthly customer numbers grew by 25% MoM for the first four months, supported by targeted marketing and word-of-mouth referrals.

4. Established Brand Recognition:

  • Chatori became a recognized name in Limerick’s food scene, with many customers citing its authentic flavors and vibrant ambiance as key draws.

5. Sustainable Growth:

  • The foundation laid by the GTM strategy positioned Chatori for sustained growth, with plans to expand its offerings and explore new locations in the future.

Conclusion

Avinya’s end-to-end GTM strategy enabled Chatori to launch successfully in Limerick’s competitive HORECA market, building strong brand recognition and a loyal customer base. By focusing on research, branding, and customer engagement, Avinya set Chatori on a path to thrive in the local food scene.

The takeaway? A well-executed GTM strategy is the difference between blending in and standing out