Anjappar's digital marketing strategies

Case Study on Digital Marketing Strategies of Anjappar Restaurant [Download PDF]

Anjappar is a chain of Indian restaurants with over 65 outlets across the globe. The company has used various digital marketing channels to reach its target customers. This case study and ppt/pdf will help us to understand the company's marketing mix and the effectiveness of its digital marketing strategy.
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Table of Contents

Anjappar Story,

Mr. Rangasam founded Anjappar, and Mr.Kandhasaamy this, two brothers joined their hands closer to make this Brand Visible for the past two centuries.

Anjappar is the pioneer in food delivery in Chennai and has been delivering menu options since 1964, when the company was first established. More than 50 years later, the 65+ outlets ensure a comfortable dining experience, with food at its best and the use of secret family recipes.

Anjappar started in Chennai more than 50 years ago, serving typical Chettinad food to its burgeoning population. As time progressed, Anjappar became starred as the authority in Chettinad cuisine. 

This led Anjappar to expand its services to accommodate the needs of people. Anjappar has continued to update its services to comply with the changing meal habits of diverse populations.

The Anjappar restaurant opened its first overseas branch in Dubai in 2007. Anjappar is now present in Malaysia, Singapore, the United Kingdom, Canada, and the United States.

To know more about Anjappar? 

Check out this video to learn more about business development from scratch!!!

However, In this case study, we will analyze the digital marketing strategies of Anjappar. We will examine the company’s social media presence, website traffic, and online reputation. We will also provide recommendations on how Anjappar can improve its digital marketing efforts.

Digital Marketing Strategies of Anjappar

Anjappar’s Social Media Marketing Strategies & Case Study

To create an effective social media marketing strategy, there are a few key points that need to be taken into consideration. First, it is important to identify your target audience’s social media platforms. 

Then, you need to create engaging and shareable content that will appeal to your audience. It is also important to consider the timing of your posts and how often you should post.

Video and photos should be used effectively in a restaurant’s social media strategy to incite the desire to eat your food.

1. Instagram Marketing Strategies of Anjappar

Anjappar is a restaurant known for its delicious food and amazing service. Anjappar’s Instagram account is full of drool-worthy photos of their food, as well as shots of the beautiful interior of the restaurant. They also use hashtags effectively to reach a wider audience.

Many influencers are lining up to get a slot to review Anjappar for their Instagram account.

anjappar chettinad official instagram account

Anjapparchettinaduoffical is the official account of Anjappar. 

The average daily likes for Anjappar are 28, with 2962 followers and 310 posts.

Since Anjappar has been known for a long time, building brand visibility on Instagram is not a matter of fact for this big brand briyani seller!!!

Instagram Marketing strategies and popular hashtags of Anjappar Chettinad Restaurant

These all are the list of hashtags used by Anjappar for promoting their posts.

some of the hashtags used by Anjappar to promote their Instagram posts

The following is a list of Anjappar’s top 10 hashtags used to reach out to his Instagram audience.

List of Anjappar Chettinad Restaurant's top hashtags as marketing strategies used to reach out target Instagram audience.

The post mentioned above is the most recently viewed by Anjappar on their Instagram account.

2. Facebook Marketing Strategies of Anjappar

The owners of Anjappar decided to start using Facebook to reach out to their customers and promote their business. The results have impressed Anjappar’s Facebook page and gained over 10k likes.

Anjappar Chettinad Restaurant Facebook marketing strategies

They have a common colour palette, which is very appealing when looking at the account.

Anjappar Restaurant brand color palette

They also promote their business from the perspective of the customers they are reaching through social media.

Anjappar Chettinad Restaurant- Facebook marketing strategies and progress graph

According to the stats, Anjappar Chettinad Restaurant has an average of 294 likes and 15-20 new visitors daily.

3. Twitter Marketing Strategies of Anjappar

With over 328 million monthly active users, Twitter provides businesses with a great opportunity to reach a large audience. 

Anjappar restaurant is one business that has taken advantage of this opportunity by using Twitter to market its brand and promote its products and services. 

Twitter marketing strategies of Anjappar Chettinad

This is the only account active from Anjappar that aims to gain more attraction from the Qatar audience.

This is one of the viral tweets about Anjappar. Anjappar does not appear to use any valuable social media marketing on Twitter compared to platforms such as Facebook and Instagram.

4. SEO Marketing Strategies of Anjappar

The Restaurant has been successful due to its focus on quality food and service and its unique marketing strategies. 

Considering that its website is a food-based restaurant, there is no visible improvement in SEO strategies.

So let’s examine how effectively the Anjappar SEO team used SEO strategies.

average organic search traffic & backlinks of Anjappar Chettinad Restaurant website.

The website of Anjappar has an impression of 10.9k organic traffic with only 152 backlinks.

Anjappar website gets high volume of organic traffic with only a few number of backlinks.

Anjappar has an Authority Score of 13 with organic search traffic of 10.9k through the 203.7k backlinks.

Anjappar’s Domain Authority

An SEO tool called Moz calculates a website’s domain authority based on several factors, including backlinks, site consistency, page load time, traffic, and average visitor time spent on each page.

According to Moz, Anjappar’s website has a Domain Authority score of 12. It is possible, however, for this score to increase.

Increasing Domain Authority of Anjappar Chettinad Restaurant.
Targeted country & organic traffic strategies of the Anjappar Restaurant website

Also, Anjappar has 10.9k traffic for inserting the right keywords of 465 on their site.

The top organic keywords of the Anjappar Restaurant website are getting traffic.

Their top organic keywords are Anjappar Chettinad, Anjappar Hotel, Anjappar India, and Chettinad Anjappar.

The 18% of website traffic for local keywords like “Anjappar Chettinad” only accounts for 2% of Anjappar’s traffic with other keywords, which shows how good their branding and local SEO are.

However, we don’t find any business keywords in the top 10 keywords list for them. They are missing a lot of potential keyword opportunities. I hope they will revamp their SEO strategies in the upcoming years.

Who are the competitors for Anjappar Chettinad?

Competitors & marketing strategies of Anjappar Chettinad Restaurant website

The list of main organic competitors is anjapparoman.com, anjapparcanada.ca, anjappar.com.sg,anjappartx.com, and anjapparla.com, with a common range of keywords of 29.

Types of SEO Targeting Audience for Anjappar

Types of keywords by intent Anjappar using & getting traffic

Regarding keywords by intent, their commercial keyword reaches 54.5k% of people, making them gain four traffic with 12 keywords on their website.

Anjappar’s Main competitors

Anjappar's main competitors & their positioning

Anjappar’s top three competitors are anjapparoman.com, anjapparcanada.ca, and anjappar.com, with higher SE keywords. 

Now, look at the position of the Anjappar competitor for better reference.

Anjappar Target Segment

What Product did Anjappar Sell?

Anjappar is a chain of restaurants specializing in Chettinadu cuisine, a type of Tamil Nadu cuisine. 

Anjappar has over 70 branches across India and restaurants in the United Arab Emirates, Qatar, Kuwait, and Oman. 

The menu at Anjappar features a wide variety of dishes, including vegetarian and non-vegetarian options.

The dishes are prepared with fresh spices and herbs and are served hot and fresh.

Anjappar has a wide variety of menus and dishes to choose from, but Briyani is one of the most famous and best products searched by the audience when it comes to Anjappar.

Anjappar Price and Offers

Anjappar Chettinad Restaurant menu, price and offers

There is a rate chart on Anjappar’s website based on the revisions they offer. You can refer for knowing their cost and price.

Anjappar Geo-Targeting Audiences

Among the packages offered by Anjappar, the following are targeted at the audience.

Between 25 and 50-year-olds are the most motivated to be covered.

Anjappar geo-targeting audience demographics- gender & age

When it comes to gender, Anjappar prioritizes males over females. They currently have 7.2k traffic across their entire audience value set.

Influencer Marketing Campaign by Anjappar

Influencer marketing campaign by Anjappar Chettinadu Restaurant

Anjappar is using many influencers to promote their business to Instagram followers.

For example, @The.dining.chennai frequently promotes Anjappar on its page to catch audiences’ attention.

Here are the videos posted on Anjappar’s Instagram page, where they got more eyes on their brand and the Food they are newly introducing to their menu.

Mobile App Marketing Strategies of Anjappar

Anjappar is serving the best app for the foodie.

They are sponsoring delivery service on their own along with the partnered service from zomato and swiggy.

Mobile app marketing strategies of Anjappar Restaurant

AnjapparTravel is accessible on iOS and Android devices without charge.


Anjappar has a 2.8 rating and has been downloaded by over 1k Foodies.

Looking at Anjappar’s app, the developers assigned by Anjappar must resolve the bug and establish a user-friendly relationship with the audience.

Marketing Campaign Strategies Anjappar

It’s an impressive campaign by Anjappar, where they provide food for the needy during COVID.

Amazing Campaign Strategies by Anjappar Chettinadu Restaurant

The post was found to be empathetic by many viewers when they were under lockdown.

Conclusion

According to a recent assessment of Anjappar’s digital marketing strategies by Digital Scholar, Anjappar has successfully handled several digital marketing strategies.

But In contrast, they should focus more on content marketing like blogs regarding food recipes, referrals from zomato and swiggy, search engine optimization strategies, and display advertising.


If there is something important that we forgot to mention, please feel free to comment so that the content will be updated in our upcoming edit.

If you have difficulty understanding the concepts and marketing assessments represented in this case study, you should enrol in a digital marketing course to gain more expertise in the field.

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Digital Scholar

Digital Scholar is a premier agency-styled digital marketing institute in India. Which offers an online digital marketing course and a free digital marketing course worldwide to elevate their digital skills and become industry experts. Digital Scholar is headed by Sorav Jain and co-founder Rishi Jain, who are pioneers in the field of digital marketing. Digital Scholar’s blogs touch upon numerous aspects of digital marketing and help you get intensive ideas of different domains of digital marketing.

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