THE NEW RULES FOR RESTAURANT MARKETING AND ACTIVATION

The approach to restaurant marketing and activations has fundamentally shifted. Whether it’s an exquisite fine dining venue in a luxury hotel or a bustling food hall in a thriving retail hub, success now demands a seamless, holistic strategy. 

As Partner and CMO at TGP International, I’ve seen how strategic marketing, when perfectly aligned with a venue’s core concept, brand identity, and vision, becomes the cornerstone of its success, even in the most competitive markets. 

Our award-winning Al Mamlaka Social Dining is a perfect example, where the most impactful campaigns were those deeply woven into the fabric of the venue itself. 

ENSURING MARKETING STRATEGIES ALIGN WITH CORE CONCEPTS 

In an era where digital presence often dictates a restaurant's success, having a well-defined core concept is essential. Venues lacking a clear identity struggle to make their mark in a crowded landscape. 

A venue’s core concept is the bedrock of its entire brand, shaping everything from design to customer experience, and most crucially, marketing efforts. Without a clear and compelling identity, it becomes difficult for any restaurant to resonate with its audience and stand out, both online and in physical spaces. 

A well-crafted core concept serves as the guiding principle for restaurants, bars, and other F&B establishments, ensuring consistency in brand perception.

It encapsulates what makes the venue unique and relevant to its audience, offering a distinct value proposition that sets it apart from competitors. 

When we launched Al Mamlaka Social Dining into the Saudi market, we centered our activation strategy around the venue’s core narrative of "Social Dining." Anchored by the pillars of inclusivity, community, and connection, this foundation informed all creative and marketing decisions, allowing us to craft meaningful opening and seasonal campaigns. 

CRAFTING A STORY THROUGH BRAND AND MARKETING 

At the heart of sophisticated marketing lies storytelling—building a narrative that emotionally resonates with your customers. Whether it's the origin of ingredients, the cultural history of a cuisine, or the philosophy behind the venue, storytelling forges a deeper connection with your audience. 

For Al Mamlaka Social Dining, we leaned heavily into the concept’s narrative of accessibility, inclusivity, and cultural celebration. This narrative permeated not only the design, which created an inviting yet adventurous atmosphere, but also extended into digital marketing, encouraging guests to share their personal experiences in real-time on social media. 

Open kitchen formats introduced an element of theatre, inviting both engagement and spectatorship, which naturally encouraged digital interaction. This organic amplification of the venue’s presence helped solidify deeper bonds with its guests. 

ACTIVATING WITH PURPOSE 

Today’s diners seek experiences that align with their lifestyles and aspirations. To craft an activation strategy that fosters long-term engagement, you must understand these underlying motivations. 

At Al Mamlaka, we faced the challenge of activating a vast 2,400 sqm space with 21 distinct outlets, each with its own identity and culinary focus. It was vital that each maintained its individuality, yet harmonised with the overarching theme of social dining. 

Our activation strategy maintained this delicate balance, showcasing the eclectic mix of offerings while continuously touching on the unifying elements of community and discovery. This approach ensured a rich, cohesive experience, resulting in Al Mamlaka becoming a landmark dining destination in Riyadh, beloved by locals, expats, and tourists alike. 

TAILORING YOUR STRATEGY LOCALLY 

Understanding the cultural nuances, preferences, and expectations of your local audience is essential to creating impactful, personalised marketing campaigns. 

Localising content—whether through language, imagery, or collaborating with local influencers—creates a more authentic connection. Tailoring promotions around local holidays, events, and traditions also boosts engagement and footfall. 

At Al Mamlaka Social Dining, we embraced Saudi heritage within our marketing materials and in-venue activations, while incorporating international flavours to appeal to local diners exploring new cuisines. This also attracted the growing number of tourists and expats frequenting Riyadh. 

Partnerships with cultural figures and culinary icons were instrumental in building credibility and creating buzz. For Al Mamlaka, we collaborated with chefs and influencers who authentically represented the brand’s values. By hosting exclusive pop-ups and curated experiences with these personalities, we created a dynamic, aspirational environment that resonated deeply with the local audience.

THE CRITICAL ALIGNMENT OF MARKETING AND BRAND 

When branding and marketing efforts for restaurants are misaligned or rushed, the result is often a diluted presence and weakened customer engagement. 

Conversely, a well-defined core concept allows for the creation of a cohesive brand narrative that resonates across all touchpoints—from digital platforms to the in-venue experience—building strong emotional connections with guests. 

At TGP, our creative process is the foundation of how we design successful marketing strategies for our own venues and our clients. This begins long before any marketing materials are developed, with deep-dive workshops and collaborative sessions to fully understand the core concept and its alignment with the venue’s objectives. 

This approach allows us to craft strategies that not only create synergy but also align with the venue’s long-term goals and purpose. From the vibrant outlets of Expo City Dubai to the iconic Al Mamlaka Social Dining food hall in Saudi Arabia, the success of our most memorable campaigns has been rooted in a creative process that unites a venue’s core concept with a robust marketing strategy.