NAGA SUSHI QUERÉTARO
This sushi restaurant uses ads that click to Instagram Direct to give people in Querétaro, Mexico a convenient way to connect with the business and place delivery orders, increasing customer conversations and sales.
Naga Sushi is a restaurant in Querétaro, Mexico that uses fresh ingredients in its artful food presentations. Founded in 2019, it seeks to be the favorite sushi restaurant in the city by serving creative dishes and providing a seamless customer experience.
increase in customer conversations through Instagram Direct during months with ads compared to months without
conversion rate for conversations started in Instagram Direct
of new customers come through Instagram Direct
Naga Sushi wanted to rise above its competition by driving awareness of its unique menu and reaching local customers directly. Because in-person dining declined during the coronavirus (COVID-19) pandemic, the restaurant was looking for a way to increase delivery orders and be more available for customer inquiries.
Easy ordering and fast responses
During the COVID-19 pandemic, Naga Sushi needed a new way to keep sales up and customers safe. When co-founder Edgardo Torres was forced to close the restaurant to the public, he chose to switch his business operations by offering meal deliveries.
The restaurant has used multiple methods of communication with customers since it opened in 2019, including phone, email, Messenger and other online platforms. With face-to-face communication limited, it became essential for Naga Sushi to focus on its online presence and meet customers where they were spending time.
To deliver delicious food and excellent customer service, Naga Sushi began using ads that click to Instagram Direct. These ads open a conversation with the business when people tap on them. The ads ran in Instagram feed and Stories, and were targeted to locals in the 26-40 age bracket. Naga Sushi used the ads to encourage people to ask about the menu, item availability and hours of operation, as well as to place orders. The business responds to messages received during business hours, but always leaves the channel open for inquiries, reservations and to accept orders before opening time.
Naga Sushi maintains its Instagram presence by regularly posting photos of its sushi creations. After seeing how excited people were to connect with the business there, Instagram Direct is now the main communication channel for Naga Sushi and its customers. The restaurant now sets aside money in its budget for new ad campaigns every week.
By using ads that click to Instagram Direct, Naga Sushi increased sales and engagement while creating an easier ordering experience for its customers. In two campaigns run in September 2021 and November 2021, the restaurant achieved the following results:
- 30% increase in customer conversations through Instagram Direct during months with ads compared to months without
- 70% conversion rate for conversations started in Instagram Direct
- More than 20% of new customers come through Instagram Direct