GORDON RAMSAY RESTAURANTS

A revenue driving platform for an expanding global brand.​

BACKGROUND

Positive was briefed to deliver a new, fit for purpose digital ecosystem for the Gordon Ramsay group’s global expansion ambitions, and to develop a supporting agile, multi-channel marketing strategy to drive online bookings and sales of gift experiences and vouchers.

Our websites and channel marketing now cover the UK, Europe, Gordon’s exciting new ventures in North America and the recent openings in Asia.

THE WORK

A totally redeveloped digital ecosystem built on Kontent by Kentico (Kentico’s new headless CMS), to provide awareness and create desire for Gordon Ramsay Restaurants, converting intent into online bookings and the purchase of gifts and experiences.​

Each geographical territory, restaurant and brand has the room to thrive independently by developing its own online brand presence content and social fan-base.​ The flexible CMS and component driven delivery also allows for local and national content and promotional activity to be implemented in an agile manner to reflect local market requirements.

Our group-level content marketing strategy allows customers to engage with the wider Gordon Ramsay brand through recipes, chef profiles, rich media, exclusive events and through Gordon’s own burgeoning social presence, whilst driving significant SEO value and keyword ranking in a very competitive, global search environment.

Positive’s advertising & campaign optimisations have unlocked a 30% reduction in CPA.​

Introducing a data driven channel marketing strategy centred around a new persona based model that has included dynamic targeting structures such as drive and walk times, weather, mobile vs desktop behaviours and table availability has created a hugely dynamic delivery that maximises media investment against restaurant capacity.

Channel delivery has been optimised for a mixture of PPC, Social and Display with a longer term focus on SEO to reduce the ongoing media cost of keyword ranking.

To support the launch of the first Gordon Ramsay Academy, we have developed a scalable online platform utilising Kontent by Kentico, to help promote awareness of the cookery school and drive conversion of courses and voucher bookings using data-driven search recommendations.​

RESULTS

51%

rise in onsite conversion

68%

decrease in table booking CPA
in 6 months

28%

rise in gift voucher and
experience sales

EXAMPLE DELIVERIES

Launching ESB into the highly competitive UK energy marketplace, with a new and differentiated website and digital channel strategy.

Architecting and delivery a new website to enable a UK marketing team to compete on a global stage.

Design and delivery of an audience centric, conversion focussed website for Investec’s Wealth and Investment Management business.

Let's work together to build powerful brands