Client
Location
Mar 22, 2025
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Content
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Social Media
A beloved Indian restaurant in Leeds City Centre
Transforming a hidden second-floor restaurant into a must-visit destination through strategic content creation and storytelling.
About the project
A comprehensive content strategy designed to overcome the visibility challenges of a second-floor restaurant location in busy Leeds City Centre.
Indian Pakwaan needed to transform from an overlooked spot into a sought-after destination. The project focused on creating multi-platform content that showcased the restaurant's vibrant weekend atmosphere, promoted their new £10-and-under lunch menu for weekday traffic, and highlighted their cocktail offerings to position the venue beyond just dining.
Challanges
Turning limited street-level visibility into a compelling brand story while driving measurable foot traffic increases
The primary obstacle was attracting passersby who couldn't see the restaurant from street level, resulting in lost walk-in opportunities. The solution required creating content that not only informed potential customers about the location but made it feel like an exciting discovery worth seeking out
Summary
A high-impact content campaign that positioned Indian Pakwaan as Leeds' most exciting hidden culinary destination
The project delivered 4 targeted short-form videos (including a cocktail feature that achieved 10K+ views in under a week), over 30 high-resolution images capturing food, ambience, and customer reactions, plus optimized content for Instagram Stories and Google Business Profile. By reframing the second-floor location as a "hidden gem" narrative and showcasing authentic customer experiences alongside the £10 lunch menu, the campaign successfully increased visibility and established Indian Pakwaan as a destination worth discovering
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