The Moroccan restaurant ecosystem
Glovo, menu parity, high commissions. A restaurant has to own its customer relationship: direct booking, Instagram, an SMS and email base. Tourist season in Marrakech and Agadir calls for a different strategy from the local trade in Casablanca.
Tactics
- Google Business: photos, menu, booking
- Geo-targeted Meta within 1–3 km, plus visitors where relevant
- Kitchen and chef reel content production
- Local food influence on a micro budget
- Email and SMS mid-week offers
Delivery versus dine-in
Different messages: delivery acquisition runs on a tight return, table booking carries better margin. Separate campaigns.
Geographic examples
Marrakech tourist-facing restaurants; Casablanca corporate lunch trade in California and Maârif.
Project Bati Cuisine shows acquisition-funnel optimisation for the kitchen and home category.
Loyalty and first-party data
We capture customers away from the platforms: QR menu, loyalty programme, an email base segmented by frequency. Mid-week campaigns target regulars; acquisition ads target visitors or new neighbourhoods — separate budgets, separate messages.
Food shoots and kitchen reels are coordinated with our production team, to feed Google, Instagram and Meta campaigns with authentic imagery.