Dindigul Thalappakatti's Hotel digital marketing strategies and case study

Case Study: Digital Marketing Strategies of Dindigul Thalappakatti [Download PDF]

Dindigul Thalappakatti is a Briyani restaurant that has provided guests with excellent food for years. Through their digital marketing strategies, they have remained top of the table and continue to provide their guests with excellent cuisine. They achieved their best results through marketing. Here is a detailed case study with a pdf on the famous Dindigul Thalappakatti biryani restaurant to understand the company's marketing mix and its campaign's effectiveness.

Table of Contents


The Dindigul Thalappakatti restaurant has been in business for over 20 years and has managed to keep up with the latest trends in food service.

The Story of Dindugul Thalappakatti

Over the years, the restaurant was called Anandha Vilas to Thalappakatti Biriyani. In Tamil, “Chellappa” means the traditional turban. From 1957 to 2009, Dindigul Thalappakatti only had a single outlet in Dindigul itself.

Thalappakatti is a restaurant company based in the Indian state of Tamil Nadu, specialising in biriyani. 

The first outlet opened there in 1957. Since then, the restaurant has operated 62 locations in India, seven of which are currently overseas.

The speciality of their brand with the biryani comprises a special blend of spices. A common type of short-grain seeraga samba rice, called Parakkum Situ and Kannivadi meat which comes from tender cattle, makes the taste distinctive. 

This rice, unlike basmati, has no unique taste of its own, so it completely absorbs the flavours of the spices.

This makes the customers repeatedly prefer Dindugal Thalappakatti.

Digital Marketing Strategies by Dindigul Thalappakatti

Social Media Marketing Strategies & Case Study

A few important aspects must be considered to develop an efficient social media marketing plan. The social media sites used by your target audience must first be determined.

The next step is to produce shareable, amazing content that will appeal to your audience. It’s also essential to consider when and how frequently you should post.

A restaurant’s social media campaign should efficiently use video and photographs to pique people’s appetites.

1. Instagram Marketing Strategies of Dindigul Thalappakatti

A restaurant called Dindugal Thalappakatti is well-known for its fantastic food and outstanding service. 

Instagram user Dindugal Thalappakatti frequently posts mouthwatering images of their delectable cuisine and the restaurant’s lovely decor. 

Additionally, they skillfully employ hashtags to reach a larger audience.

Influencers from all over the world are vying for a spot to review Dindugal Thalappakatti on Instagram.

Dindigul Thalappakatti Instagram engagement report

The official account of Dindugal Thalappakatti is Dindugal Thalappakattichettinaduoffical.

Dindugal Thallapakatti has an average of 1830 likes per day, 34,724 followers, and 1830 posts.

Building brand awareness on Instagram is not a concern for this well-known biryani vendor because Dindugal Thallapakatti has been around for a while.

Dindigul Thalappakatti restaurant biryani hashtags

Here is Dindugal Thalappakatti’s list of hashtags used for promoting his posts.

Dindigul Thalappakatti restaurant hashtags strategy

Here are Dindigul Thalappakatti’s top 10 hashtags for reaching out to his Instagram followers.

Dindigul Thalappakatti restaurant average post likes

Above is Dindugal Thallapakatti’s most recently viewed Instagram post, which went viral.

2. Facebook Marketing Strategies of Dindigul Thalappakatti

The owners of Dindigul Thalappakatti started using Facebook to promote their business and reach out to their customers.

Dindigul Thalappakatti facebook page

Over 41k people have liked Dindigul Thalappakatti’s Facebook page because of the results.

Dindigul Thalappakatti Facebook page followers

Their colour palettes are very appealing when viewed together.

Dindigul Thalappakatti dishes photos

Dindigul Thalappakatti’s Facebook Progress Graph & Case Study

Through social media, they also promote their business from the perspective of their customers.

Dindugal Thalappakatti Facebook case study and progress graph

A daily average of 250+ likes and 800 visitors is recorded for Dindigul Thalappakatti Chettinad Restaurant.

3. Twitter Marketing Strategies of Dindigul Thalappakatti

A large audience can be reached through Twitter, which has over 328 million monthly active users.

Thalappakatti Twitter marketing strategies

The Dindigul Thalappakatti restaurant has taken advantage of this opportunity by promoting its products and brand via Twitter.

This one is Dindigul Thalappakatti’s only account aiming to gain more attention from worldwide audiences.

This tweet on Dindigul Thalappakatti has gone viral. In contrast to sites like Facebook and Instagram, Dindigul Thalappakatti does not appear to use any effective social media promotion on Twitter.

Dindigul Thalappakatti’s SEO Marketing Strategies

Due to its unique marketing strategies and focus on quality food and service, the restaurant has been successful.

Dindigul Thalappakatti website marketing strategies

Due to the food-based nature of its website, there is no obvious improvement in SEO strategies.

Therefore, let’s take a closer look at Dindigul Thalappakatti’s SEO strategies.

Dindigul Thalappakatti search traffic and backlinks

There are only 2.1k backlinks on the Dindigul Thalappakatti website, which has an impression of 162.7k organic traffic.

Thalappakatti authority score and backlinks

Dindigul Thalappakatti has an Authority Score of 38 with organic search traffic of 162.7k through the 2.1k backlinks.

An SEO tool called Moz determines a website’s domain authority based on multiple factors, including backlinks, site consistency, page load time, traffic, and the average time visitors spend on each page.

The Domain Authority rating of Dindigul Thalappakatti’s website is 28, according to Moz. However, this score might go up in the future.


Dindigul Thalappakatti organic traffic distribution by country

Additionally, Dindigul Thalappakatti has 162.7k traffic for inserting the right keywords (11.7k) on their site.

Dindigul Thalappakatti top organic keywords

Their top organic keywords are Thalappakatti, Dindigul Thalappakatti Hotel, Thalappakatti Biriyani, and Chettinad Dindigul Thalappakatti.

It shows how good Dindugal Thallapakatti’s branding and local SEO is that 18% of their traffic comes from local keywords like “Thalappakatti Biryani”.

Unfortunately, we do not find any business keywords in their top 10 keywords. There are a lot of keyword opportunities they are missing. 

However, The upcoming years will be great for them to revamp their SEO strategies.

Who are the competitors for Dindigul Thalappakatti?

Dindigul Thalappakatti organic keywords

The main organic competitor is Dindugal. 

Thalappakatti.us,shadesofkitchen.com, dotpe.in, mdbriyanipointe.com, a2zmalaysia with a common range of keywords of 92.

Types of SEO Targeting Audience for Dindigul Thalappakatti

keywords by intent of Dindugul Thalappakatti

With 304 keywords on their website, they gain 148 traffic, with their informational keyword reaching 32.4k% of the audience.

Dindigul Thalappakatti’s Main Competitors

Dindugal Thalappakatti's main competitors

With higher SE keywords, Dindigul Thalapakattii’s top three competitors are thalappakatti.us, shadesofkitchen.com, and dotpe.in.

To get a better idea of where Dindugal Thalappakatti stands, take a look at its competitors.

Dindigul Thalappakatti’s Target Segment

CuisineChettinad cuisine
Food TypeVeg, Non- veg
Branches70+ branches includes India, United Arab Emirates, Qatar, Kuwait, Oman.
Best Selling ProductBriyani
Special AudienceChildren- introduced special “DT Joybox”
  • What Product did Dindigul Thalappakatti sell?

A chain of eateries known as Dindugal Thalapakatti specialises is Chettinad cuisine, a style of Tamil Nadu cuisine.

In addition to having restaurants in the United Arab Emirates, Qatar, Kuwait, and Oman, Dindugal Thallapakatti has over 70 branches throughout India.

There are both vegetarian and non-vegetarian options on the menu at Dindigul Thalappakatti.

Dindigul Thalappakatti- Swiggy marketing strategies

Among the many dishes offered by Dindigul Thalappakatti, Briyani is one of the audience’s most popular and best-searched products.

  • Dindigul Thalappakatti Price and Offers
Dindigul Thalappakatti special price and offers

Dindigul Thallapakatti’s website has a rate chart based on the revisions they offer. By knowing their price and cost, you can make an informed decision.

  • Dindigul Thalappakatti Geo-Targeting Audiences

Dindigul Thalappakatti offers the following packages to its clients.

There is a strong motivation for coverage among those between the ages of 18 and 50.

Dindigul Thalappakatti Geo-targeting audiences

Dindugal Thalappakatti prefers males over females when it comes to gender. The total audience value of their audience is 5.8k.

But they do not miss to target the audience who always craves tasty food, but the parents prefer healthy food for them. As Thalappakatti serves a combination of both, children are their perfect audience. They offer a special platter for children as “DT Joybox.”


Influencer Marketing Campaign by Dindigul Thalappakatti

Dindugal Thallapakatti is using many influencers to promote their business to Instagram followers.

Dindigul Thalappakatti- Instagram influencers marketing campaign

For example, @f.o.o.d.t.h.e.r.p.y frequently promotes Dindigul Thalappakatti on their page to attract audiences’ attention.

Here are the videos posted on Dindigul Thalappakatti’s Instagram page that got more attention for their brand and the food they serve.

Mobile App Marketing Strategies of Dindigul Thalappakatti

For foodies, Dindigul Thalappakatti offers the best app.
Along with the partnered services from Zomato and Swiggy, they support delivery services independently.

Dindigul Thalappakatti- Mobile App Marketing Strategies

The Thalappakatti Ordering App is available without charge on iOS and Android devices.
Over 1,00k Foodies have downloaded Dindugal Thalappakatti, which has a 2.5 rating.

In light of Dindigul Thallapakatti’s app, it is essential that the developers he assigned fix the bug and build a positive rapport with the target market.

Campaign Strategies: Dindigul Thalappakatti

#DT Daily Sooper Meals

Targeting all sort of audience, and showing big savings, Dindigul Thalappakatti restaurant launched its sooper meals combo for Veg & non-veg.

Special Campaign Strategies by Dindigul Thalappakatti

This was the recent campaign done by Dindigul Thalappakatti, with the meals served at @1149/-

Dindigul Thalappakatti Hotels Career Opportunities

Dindigul Thalappakatti Hotels has over 70 branches worldwide, they are contributing in employment generation as well. Time to time there are multiple career opportunities available in Thalappakatti restaurant chain.

Dindigul Thalappakatti Hotels career opportunities

You can go to career on the website to check on or jump on to the LinkedIn profile for the recent openings.


According to a recent assessment of Dindigul Thalappakatti’s digital marketing strategies by Digital Scholar, Dindugal Thalappakatti 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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