Brand Name: Tandoori Restaurant

Product/Service Type or Description: Food and Beverage

Overview:
“Gourmet Indian Dining Perfect for Every Palate,” the new Tandoori Restaurant Prevails in NYC Restaurant Scene

As any new restaurant in NYC the major challenge lies in establishing a positive reputation and creating a buzz in order to be distinguishable among the thousands of other restaurants already existing. MZI Global® market entry consultants, implemented strategic tactics in order to competitively position and effectively integrate Tandoori into the NY restaurant scene. MZI Global® creative team came up with the name “A Taste of India” to call attention to the restaurant’s authentic Indian cuisine, and developed a new website to highlight the unique selling points of the brand. To ensure customer satisfaction, MZI Global® experts worked closely with Tandoori to ensure the services being advertised were delivered above the standards of their potential consumer’s expectations. Tandoori received notable reviews from publications such as The New York Times for its authentic Indian cuisine and the unique dining experience offered.

Situation Analysis:

• As a startup company within a highly competitive and massive industry, Tandoori needed a unique marketing strategy

Marketing Challenge:

• Utilize social media to reach a mass audience and create an effective viral buzz
• Uncover a unique selling points that would set Tandoori apart from others
• Focus on high quality of food and one-of-a-kind service that’s offered

MZI Global® Solutions:

• MZI Global Inc. reconstructed a website that highlights the unique and distinguishable features of Tandoori
• “A Taste of India” slogan was created to emphasize Tandoori’s specialty and expertise in Indian cuisine
• Generated viral buzz by use of social media
• Placing ads in the New York Times and on local cable TV channels increased awareness among local residence 
• Key selling points were featured in ads to dispel common misconceptions that might turn off potential customers, such as the spiciness of Indian food
• These ads were also used to generate word-of-mouth advertising, the most effective way of spreading awareness and creating buzz for a restaurant

MZI Global® Results:

• MZI Global®’s brand positioning strategy drew in customers, initiating a word-of-mouth campaign that snowballed, resulting in great business for Tandoori