Coordinating communications for several restaurants: the case of Le Perchoir Group
"At headquarters it's 10x easier and for them it's 10x more rewarding".
Emmanuel, co-founder of the Perchoir Group, has found a way to efficiently coordinate the marketing management of his 6 establishments.
Do you have several establishments? Would you like to open a new one? How can you simultaneously manage communications for several restaurants with different locations, menus and atmospheres? How do you get your on-site teams involved in creating a communication strategy specific to each establishment? We've helped Le Perchoir do it, and we'll tell you how!The Perchoir group and its 6 unique locations have long been a big hit in Paris. With views over the whole of Paris or right in the heart of a park, decor to cut you off from the world, cocktail bar, playlist to dance the night away, culinary plates or tapas to share... these places have become "Must Do" for locals and tourists alike. But managing 6 establishments presents complex challenges, particularly in terms of marketing.
"A loss of time and productivity in the numerous back-and-forth meetings with each of the site managers" regarding SEO, customer reviews and social media. It was also difficult for the group to coordinate and innovate in their communications. This is why Emmanuel, co-founder of Le Perchoir, called on Malou.
A decentralized restaurant communications strategy
"It's a gain in productivity, more exchanges, decentralization, empowerment of managers" testifies Emmanuel since they called on Malou. "A dimension of maximum efficiency".
The group's 6 restaurants manage their online communications via a single platform. Each Le Perchoir location has its own dedicated space on the group's common page. This allows decentralized marketing management, but from the same Malou interface for all. The managers of the various establishments work on their local referencing and social media pages, without having to make multiple return trips to head office.
The aggregated statistics available from the Malou solution give an overall view of the performance achieved by all Le Perchoir establishments. This enables you to monitor the effectiveness of your marketing strategy as a whole, as well as to compare the performance of individual establishments. The number and average number of reviews collected, keyword positions, number of appearances, actions and discovery rates on the GMB page, and the number of followers, impressions, posts and engagement rates on the social media pages: statistics that enable the 6 restaurants and bars to monitor and improve their communications.A single space to manage the communications of its 6 establishments enables the Le Perchoir group to maintain brand consistency, work more efficiently and facilitate internal management.
Customized communication for different restaurants
On the Malou interface, the Le Perchoir group has common access for all 6 establishments. From this common page, the restaurants have their own dedicated space to manage communication in the most appropriate way. After all, each establishment has its own identity, location, atmosphere, team, cuisine...
Different locations by definition impact not only the photos shared, but also the keywords. The Malou interface generates a customized list of keywords for each Le Perchoir establishment: from the most global to the most specific query, with reference to its menu, location and attributes. "Restaurant paris 11" for Le Perchoir Ménilmontant, "restaurant ecotable" for Le Perchoir PDV, "restaurant dansant" for Cheper... A well-executed keyword strategy, thanks to Malou's support, enables each of the 6 establishments to move up the search results on its own keywords.
Accompanied by Malou over the last 6 months, Le Perchoir de l'Est now appears in the Top3 of search results for "bar rooftop", "bar terrasse", "terrasse paris", Le Perchoir Ménilmontant for "bar terrasse", "rooftop", Le Perchoir Marais for "rooftop", etc. These results are due to more coordinated internal work. These results are due to more coordinated internal work. 14.3M hits on Google for all Perchoir locations, including 50% discoveries, 205k actions carried out on all GMB listings over the last 6 months. Better communication for the 6 restaurants, improving the group's online presence!
Consolidating in-house teams
"We have constant exchanges between the field and head office" and "empowerment of site managers". "Satisfaction from all our internal users".
Thanks to decentralized but coordinated management from the Malou interface, restaurant managers follow the group's communication strategy. Autonomously, but always guided by Malou's all-in-one solution. But above all, the teams at each Le Perchoir establishment, in different departments, can also get involved! From the establishment page, the administrator adds users and chooses their role: Owner, Editor, Moderator or Guest. Malou thus guides the 6 restaurants to work on their communication in a coordinated way, and gain online visibility. Communication is no longer necessarily managed by a single hub, but is decentralized. This means that communication is more effective, as it can be tailored to each establishment, without wasting time on decisions between head office and the field. And teams feel more involved!
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