Hospitality
NIMONTRON
Nimontron ·
The business ran on footfall - a local Indian restaurant in Frimley that filled tables through reputation and passing trade. Lockdown removed both overnight and with them the only channels the restaurant had ever needed. Delivery and takeaway became the entire business but the audience for it didn't exist yet. Social accounts were thin and inactive, so there was no way to tell Frimley and the surrounding Surrey towns that the restaurant was open, delivering and taking orders tonight. In a category where the decision is made in the twenty minutes before dinner, being invisible at that moment is the same as being closed.
Results
What changed, and over what period
- +140%
- Instagram follower growth
- +68%
- Facebook follower growth
- 6 months
- From near-zero presence to an active ordering channel
- 2×
- Local audience reachable at every dinner service
- grew twice as fast as Facebook - the food photography and reach mechanics carried discovery, while Facebook held the established local customer base and the community groups that drive Surrey word of mouth.
Approach
What we actually did
- 01Rebuilt both profiles around a single question a hungry local asks: can I order from here right now, and how? Delivery radius, ordering link and service hours moved to the front of every touchpoint.
- 02Ran a platform split instead of cross-posting. Instagram carried the dish photography and appetite-first content that wins discovery; Facebook carried service updates, offers and community presence for the customers who already knew the restaurant.
- 03Built content around the food itself. Individual dishes shot to sell - the specific curry, the specific thali because in takeaway, people order a dish and not the restaurant.
- 04Timed posting to the ordering window. Content landed in the run-up to lunch and dinner decisions rather than at whatever hour was convenient, putting the brand in front of people at the exact moment they were choosing.
- 05Anchored everything to Frimley, Camberley and the surrounding Surrey towns, so growth came from households inside the delivery radius rather than followers who could never order.
- 06Turned comments and DMs into an order channel, responding through service hours so an interested scroller could ask and order in the same conversation.
