Tatsuya is one of the best rated Japanese restaurant in Singapore, located at 22 Scotts Road, Goodwood Park Hotel. Established in 1998, the Japanese restaurant is led by chef Ronnie Chia. Over the past 20 years, Tatsuya has been gaining clients from organic reach and referrals. With shifting market dynamics, Tatsuya hopes to embark on a strategic brand and marketing transformation to keep up with the times and appeal to new target consumers.
Flame Communications was appointed as their choice agency with the goal to developing an effective digital marketing strategy for business continuity amidst the covid pandemic and to future-proof its business even with future lockdowns.
An audit of its digital marketing channels and competitive analysis showed that the Singapore market promised many opportunities for the brand. Consumers are open to ordering Japanese cuisines online and having the food delivered to their homes. Research also showed that many Tatsuya customers are already on Instagram, actively sharing their posts about their dining experience #tatsuyasg. The covid pandemic and quick technology adoption of Singapore users were also motivating factors for Tatsuya to move quickly into digital offerings.
Tatsuya tapped on the EnterpriseSG grant to defray the costs of executing the digital market strategies, offsetting up to 80% of the costs of the campaign.
Working closely, the teams was able to identify the key strengths of Tatsuya’s brand and worked out a comprehensive digital marketing strategy to expand its offerings. These include identifying suitable digital marketing channels to reach out to its target audiences, and preparing its core brand messages, social media content with data analytics. With a comprehensive market penetration strategy that was subsequently implemented, Tatsuya was able to successfully moved into its digital transformation journey.