Summary
In 2023, The Dinex Group launched a takeout/delivery-only concept called Jōji Box as an extension of Jōji Restaurant, a Michelin Star, Omakase-style, 10-seat counter next to Grand Central Station.
The Challenge
While Jōji Restaurant was packed night after night, The Dinex Group was struggling to reach the Midtown office lunch crowd and communicate value for a high price point Omakase offering, that’s available for takeout and delivery.
The Solution
Brand Messaging & Market Position to Drive Growth
We worked with The Dinex Group to curate an elevated look through social media content and website updates to position the brand as a Michelin Star, chef-driven takeout & delivery brand. We created both social media & paid search digital ad campaigns to drive individual & group catering orders.
- +500% Increase in Instagram Followers
- From August – December 2023, average monthly website users from organic search increased +160.93% (from 3K/month to 7.5K/month)
- From July, 2023 – December 2023, we helped to grow total monthly sales +71.75%
Hidden Under Grand Central
Hudson Creative helped Jōji Box turn a logistics obstacle into part of the restaurant’s brand narrative by integrating the phrase “hidden under grand central” into their digital channels. This way guests are intrigued, and simultaneously know where to pick up their order.
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