Indian Accent: From Dinner Destination to All-Day Success
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.