Malabar Spice Kitchen's weeknights were busy, but weekends had gone flat while newer restaurants got all the food-blogger buzz. Here's how a coordinated 12-creator wave lifted weekend footfall 34% — tracked cleanly, not guessed at.
Malabar Spice Kitchen
Multi-outlet South Indian restaurant chain, Chennai
Flat weekend footfall
Strong weeknights, no creator buzz, no clean attribution
6-week campaign
Single-campaign scope, now a recurring quarterly wave
Influencer Marketing
Creator matching, contracting, footfall attribution
Malabar Spice Kitchen's weeknight covers were solid, driven by regulars, but weekend footfall had gone flat for two quarters running. Newer restaurants in the same neighbourhood were getting steady food-blogger coverage and the reel views to match, while Malabar Spice Kitchen had never run a coordinated creator campaign — just the occasional unpaid visit from whoever showed up. There was no way to tell whether any of that occasional coverage actually put people in seats, because nothing was tracked back to an actual booking.
Agreed the only metric that mattered was tracked weekend covers — reach and likes were reported, never billed as the result.
Shortlisted 12 Chennai food-bloggers across macro and micro tiers, matched to the chain's four outlet neighbourhoods.
Deliverables and posting windows locked in writing, timed to land across three consecutive weekends.
Every creator given a distinct booking code, so each reservation could be traced back to the exact post that drove it.
Staggered publishing across the three weekends, with top-performing posts boosted as spark ads for extra reach.
Footfall lift measured directly from redeemed codes; the strongest three creators rolled into a recurring quarterly wave.
Reservation codes made the ROI undeniable. Instead of arguing about attribution, every single booking could be traced to the exact creator and post that drove it.
Measured against the same three weekends the prior quarter, at the same outlets.
A mix of macro and micro creators matched to each outlet's neighbourhood audience.
Every booking traced to a specific creator and post — no attribution guesswork.
"We'd had food bloggers visit before, but never knew if it actually filled tables. Reservation codes changed that completely — we could see exactly which creator drove which weekend, and now we run the wave every quarter."
Footfall lift is measured from confirmed covers against unique reservation codes issued per creator, compared to the same weekends the prior quarter at the same outlets. Timeframe and starting baseline stated above, as with every case study we publish.
Tell us your brand and objective — we'll send a sample shortlist of vetted creators with audit summaries and transparent rate ranges, plus the attribution plan we'd run.
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