1. Overview
Whitewater Restaurant, an esteemed seafood destination at Manly Beach, Sydney, provides an elegant fine-dining experience with a romantic ocean view. Known for its contemporary Australian menu, it’s a go-to for those seeking an exceptional seaside experience and some of the best seafood in Manly. With its chic beach house atmosphere, carefully curated wine list, and stunning water views, Whitewater offers a perfect setting for brunch, an exquisite tasting menu, or relaxed sharing plates with friends.
2. Goals
Increase Social Media Following: The main aim was to greatly enhance visibility on Instagram and Facebook, drawing in new followers and turning them into loyal patrons. Engaging posts showcasing the scenic ocean views, refined dining experience, and artfully prepared dishes were shared to connect with a wider online audience.
Boost Table Bookings: A central goal was to boost online reservations through various booking platforms and widgets. This involved implementing tracking via Tag Manager and developing customised funnels within Google Analytics to optimise the reservation process and maximise customer conversions.
3. Platforms Leveraged
Google Ads
Meta Ads (Facebook and Instagram)
Google Analytics
Influencer Partnership
Semrush
Google Search Console
Mailchimp
4. Challenges
High Competition: The Manly region is crowded with upscale restaurants offering oceanfront views, making it vital to differentiate not just through cuisine and service, but also through a strong marketing approach. The existence of competitors with larger social media followings and prime waterfront locations required establishing a distinctive brand voice and identity to stand out.
Selling Out the Private Dining Space (Underutilisation Challenges):
Lack of Awareness: Many patrons were not aware that the private dining space was available for booking, which led to low inquiries and reservations.
Competing Event Venues: There were other popular event spaces in Manly, and the unique benefits of the restaurant’s private dining area needed to be better highlighted.
Unclear Positioning: The private dining space did not have a clearly defined purpose (e.g., for corporate events, celebrations, intimate dinners), causing hesitation among potential bookers. Without regular promotion (through social media, the website, and email marketing), the space remained underbooked.
Ambiance and Value Perception: Customers did not fully perceive the unique ambiance and value of the space, particularly as it had not been presented as an exclusive and upscale option for special occasions.
5. Strategy
Competitor Research:
An in-depth competitor analysis helped understand the market landscape in which Whitewater Restaurant operated, allowing the creation of a tailored strategy to differentiate the brand.
5.1 Identifying Key Competitors
Local Waterfront Restaurants: Local waterfront restaurants and cafés were analysed based on their proximity, cuisine, target audience, and overall branding. A separate analysis was conducted for restaurants offering a similar Australian menu with a seafood focus.
5.2 Analysing Competitor Offerings
Competitors’ menus were reviewed to understand their food and drink offerings, price points, portion sizes, and standout dishes. Special attention was given to seafood selections and wine pairings to compare quality and pricing. Online reviews were also evaluated on platforms like TripAdvisor and Google Reviews.
5.3 Online Presence & Marketing Tactics
- Social Media Audit: The content, engagement levels, posting schedules, and visual style of competitors’ social media profiles were analysed.
Website & SEO Assessment: Competitors’ websites were examined for user
experience, site navigation, and online reservation capabilities. SEO elements,including keyword implementation, domain strength, and search rankings, were evaluated.- Email Marketing & Promotions Review: Competitors’ newsletters were subscribed to in order to gather insights on their messaging frequency, tone, and promotional tactics, providing an understanding of their customer retention and acquisition strategies.
6. Action Taken
Social Media Campaigns: A comprehensive social media strategy was developed, focusing on visually engaging content that highlighted the unique aspects of the private dining space and the seafood offerings. By understanding competitor strengths and posting trends, a content calendar was implemented that ensured regular updates with visually appealing posts, customer testimonials, and event highlights to maximise visibility and attract interest.
- The website was optimised for better user experience and easier navigation, particularly highlighting the private dining section with high-quality imagery and clear call-to-action buttons for inquiries and bookings.
- SEO best practices were applied, with targeted keywords such as “private dining Manly,” “seafood restaurant Manly,” and “beachfront fine dining” strategically incorporated into the website content and meta descriptions. This helped improve search rankings, ensuring the restaurant appeared in relevant searches, driving more organic traffic and online reservations.
- A seamless booking system was set up with online widgets and reservation forms, reducing friction and encouraging more direct bookings for both private events and regular dining.
- A segmented email marketing campaign was launched, tailored to different customer groups (e.g., corporate clients, event planners, seafood enthusiasts). This allowed for personalised content, such as special offers for the private dining space, upcoming seafood-themed events, and exclusive booking deals.
- Promotional strategies, like limited-time offers on seafood platters or private dining package deals, were featured in monthly newsletters, creating a sense of urgency and encouraging immediate action from subscribers.
- Customers who had booked private events or dined at the restaurant previously were sent targeted emails showcasing the private space, encouraging them to return for future occasions and spreading the word to potential new guests.
- Collaborations were made with local food bloggers, influencers, and event organisers who were invited to experience the private dining area and the seafood menu. They shared their experiences on social media platforms, creating organic buzz and showcasing the venue’s ambiance and offerings to a wider audience.
- To amplify the effect, a hashtag campaign was launched, encouraging customers to share their photos from private events or seafood meals, which helped to boost the restaurant’s online reach and community connection.
7. Results
Social Media Growth:
- Instagram: The effects were visible in the first week itself where the audience grew by 8% and engagement grew by 28%. In the next 6 months, organic Instagram engagement grew by over 350%. The main drivers were the coffee printer experience and influencer partnerships, which made Whitewater one of the most engaging waterfront dining destinations on Manly Beach.
- Facebook: The page saw a growth of 151% in likes, leading to a more engaged
and interactive community. This translated into higher organic reach and increased customer interaction.
Online Table Bookings:
- Online Reservations: Online reservations increased by over 180% via the website and booking platforms, resulting in better table planning and occupancy.
- Cost Per Acquisition: The cost per acquisition for reservations was reduced by 22% throughout the campaign, maximising the efficiency of the marketing spend.
- SEO Ranking: “seafood restaurant Manly” and “private dining Manly” jumped from second page of Google to top 5.
