Zooba
Zooba is a fast-casual Egyptian street food restaurant based in Cairo, Egypt with a branch in New York City. This project explores potential marketing strategies to elevate the brand and penetrate new markets.
Cairo
Problems
Street vendors offer similar dishes at a lower price point.
Consumers typically want to eat at restaurants that offer foreign cuisines, not the Egyptian food they are used to.
Goals
Increase customer loyalty.
Humanize the brand.
New York City
Problems
Fast-casual restaurants are very common.
Consumers are unfamiliar with Egyptian cuisine.
Goals
Push brand growth and awareness.
Familiarize consumers with Egyptian cuisine.
Target Market
People ages 18 to 40.
Medium-high income.
Adventurous eaters.
Hipsters
Foodies
On-the-go
Concept 1
Boston Food Truck
This concept would be a great way to expand the brand in the United States. A food truck is a cost-efficient way of seeing if a restaurant will be successful in a new location. Boston is always right behind New York when it comes to food trends and up-and-coming restaurants, so this city would be the perfect location to move to next.
A food truck would also pay homage to Egyptian street food roots; small carts on the street where customers would just grab their food and go. Marketing this expansion through social media will create the opportunity to generate excitement around the brand in the United States, and give consumers a better idea of what Egyptian street food really is.
Creative Execution
Concept 2
Ingredient Spotlight
Utilize Instagram posts to position the brand as one that supports its community by sourcing local ingredients. This campaign can be implemented on @zoobanyc and @zoobaeats, strengthening the brand’s relationship with its followers. Showcasing the restaurant’s support for local vendors and farms will generate a sense of trust and comfort with Zooba customers.
Creative Execution
Sample Copy 1
Our tomatoes are sourced at the start of every week from the Tribeca Greenmarket. Try them in our signature slow-cooked tomato sauce.
Sample Copy 2
We source our potatoes every week from Dahra Agricultural in Cairo. We’re pretty sure they’re what make our fries so delicious.
