Project Overview
Angrezi Dhaba, a rapidly growing restaurant franchise, sought to expand its presence across India by attracting potential franchisees. With 14 outlets across six cities, the brand aimed to accelerate its growth by generating high-quality leads and optimizing its franchise acquisition strategy.
Company Overview
Angrezi Dhaba is revolutionizing the Indian dining experience by blending the rustic charm of dhaba-style eateries with a contemporary twist. The brand offers a lucrative franchise model for aspiring entrepreneurs eager to contribute to the restaurant industry’s evolution.
Initial Challenges
Despite its growing popularity, Angrezi Dhaba faced significant challenges in its digital franchise acquisition efforts:
- High Cost Per Lead: Advertising costs on Meta Ads were not yielding a sustainable return on investment.
- Low Lead Volume: The campaign struggled to generate sufficient inquiries from potential franchisees.
- Poor Lead Quality: Many leads did not meet the criteria, resulting in a weak pipeline of serious investors.
Strategic Execution
To overcome these challenges, a targeted, investor-focused PPC strategy was implemented:
- Investor-Centric Approach: Conducted in-depth research on investor behavior to tailor ad messaging and targeting.
- Optimized Landing Pages: Enhanced the landing pages for better clarity, engagement, and conversion rates.
- Compelling Content Strategy: Experimented with static posts and video ads to maximize engagement and lead generation.
- Targeted Franchisee Profile: Focused on high-net-worth individuals and entrepreneurs looking for profitable investment opportunities.
- Citywide Reach: Concentrated efforts on ten major metro cities with high-intent search terms to attract quality prospects.
- Lead Quality Enhancement: Implemented data-driven ad optimizations, resulting in a 25% improvement in lead quality.
- Brand Visibility: Leveraged Google Search Ads to highlight Angrezi Dhaba’s franchise opportunities to potential investors.
Results:
The refined strategy delivered exceptional results, significantly improving lead generation efficiency:
- 20% Improvement in Marketing-Qualified Leads: Strengthened the franchisee pipeline with higher-quality investor leads.
- 40% Reduction in Cost Per Lead: Optimized PPC efforts resulted in substantial cost savings compared to the previous quarter.
- Successful Franchise Deal Closure: The successful closure of a ₹1.0 CR franchise deal was a significant milestone.
Conclusion
Angrezi Dhaba successfully enhanced its franchise acquisition efforts through a well-executed PPC strategy. The company built a strong investor pipeline by improving lead quality, reducing costs, and effectively showcasing its brand, setting the stage for continued expansion across India and beyond.
