Case Study: Indian Accent NYC
Client: Indian Accent – Progressive fine-dining Indian restaurant (part of EHV International)
Location: Midtown Manhattan, NYC
Period: October 2024 – Present
Agency Role: Performance Marketing Execution
Objective
Position Indian Accent not only as a top-tier destination for fine-dining dinners, but as a go-to choice for brunch and lunch in Midtown Manhattan.
Key goals:
- Drive incremental traffic during off-peak hours
- Optimize advertising to generate real-world reservations
- Transform OpenTable into a high-ROI acquisition channel
Performance Marketing Engine, Built for ROI
We don’t optimize for clicks. We optimize for revenue.
Our team implemented a fully integrated performance marketing program inside OpenTable, connecting ad campaigns directly to the restaurant’s POS system. This enabled us to track every dollar from impression to reservation to revenue — eliminating guesswork and making every marketing dollar accountable.
- Deployed reservation-focused ad campaigns on OpenTable, targeting brunch and lunch time slots
- Connected OpenTable ads to POS system to enable full-funnel ROI tracking
- Transitioned from a pay-per-click model to pay-per-verified-reservation
- Achieved a 97.70x return on investment, turning marketing spend into a revenue-generating engine
We didn’t just optimize digital ads — we rewired the entire performance model around profitability.
Daypart Growth Strategy
Dinner was at capacity. Brunch and lunch were underutilized. We designed a strategy to shift demand where it was needed most.
- Developed and deployed creative campaigns tailored to daytime dining audiences: business professionals, corporate lunch groups, and weekend leisure diners
- Built messaging around prix fixe lunch and elevated weekend brunch menus
- Optimized budgets dynamically based on real-time reservation and revenue performance, not assumptions
Results & Business Impact
- Significant increase in brunch and lunch covers, with direct revenue attribution
- OpenTable evolved from a passive booking tool into a scalable performance channel
- Positioned Indian Accent as a multi-occasion destination, not just a dinner-only venue
- Created a repeatable, profitable acquisition model for underutilized dayparts
Bottom Line
We turned unused daytime capacity into high-margin revenue.
The playbook was simple: Target. Track. Optimize. Scale. Repeat.
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