Digital Marketing Strategy - Moharram Beik - Brandita

Digital Marketing Strategy for Moharram Bek - at Brandita

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DIGITAL MARKETING
STRATEGY
FOR MOHARRAM BEIK RESTAURANT

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Content Index
Market Research
Market Competitors
Buyer Personas
Goals & Objectives
UGC Examples
Content Strategy
Media Buying

3. MARKET
RESEARCH

4. Platform Percentage of Internet Users (Aged 16–64) Approximate Number of Users
WhatsApp 83.1% 21.46 million
Instagram 72.7% 18.78 million
TikTok 71.8% 18.55 million
Snapchat 70.5% 18.21 million
X (formerly Twitter) 66.3% 17.12 million
Telegram 60.2% 15.55 million
Facebook 58.9% 15.21 million
Facebook Messenger 40.7% 10.51 million
Top Social Media Platforms in KSA
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As of 2024, social media usage in Saudi Arabia has reached significant levels, with various platforms catering to diverse
user preferences. The following statistics provide an overview of the most utilized social media platforms in the Kingdom:

5. A. Market Study
Series 1
2025 2030
0
10
20
30
40
50
30
45
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Overall Foodservice Market: The market size was estimated at USD 30.12
billion in 2025 and is expected to reach USD 44.67 billion by 2030, growing
at a compound annual growth rate (CAGR) of 8.20% during the forecast
period.
Full-Service Restaurants (FSRs): This segment is projected to grow from
USD 16.15 billion in 2025 to USD 24.12 billion by 2030, with a CAGR of 8.35%.
Market Size and Growth

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Diverse Demographics: The Saudi population includes a significant number of expatriates, particularly from
other Middle Eastern countries, who may have a preference for Egyptian cuisine.
Tourism Influence: With the government's Vision 2030 initiative aiming to boost tourism, there is an
anticipated increase in international visitors seeking diverse culinary experiences, including authentic
Egyptian dishes.
Audience and Potential Audience
Competitor Analysis
Market Fragmentation: The Saudi Arabian full-service restaurant market is fragmented, with the top five
companies occupying only 1.30% of the market. Major players include Americana Restaurants International
PLC, Arabian Food Supplies, Fawaz Abdulaziz AlHokair Company, Landmark Group, and M.H. Alshaya Co.
WLL.
Cuisine Preferences: Middle Eastern cuisine holds the highest market share of 45.61% among all cuisines in
Saudi full-service restaurants, indicating a strong consumer preference for regional dishes.

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Authenticity and Quality: Emphasizing authentic Egyptian flavors and high-quality ingredients can
differentiate your restaurant in a competitive market.
Cultural Engagement: Hosting Egyptian cultural events or themed nights can attract both locals and
expatriates interested in Egyptian culture.
Digital Presence: Investing in a robust online presence, including social media marketing and partnerships
with food delivery platforms, can expand your reach to a broader audience.
In summary, the Saudi Arabian foodservice market presents substantial opportunities for Egyptian restaurants,
supported by a growing economy, increasing consumer spending, and a diverse population with an appetite for
Middle Eastern cuisines.
Strategic Considerations for Egyptian Restaurants

8. MARKET MAIN
COMPETITORS

9. A. Competitors Digital Presence:
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Evaluation Elements Abou el Sid
Dawar
almahrosa
Qasr Elnil Om ali Hamam Abdou Sobhy Kaber
Social Media followers
count
FB: 2K
IG: 17.6K
X: 81
TikTok: 11
FB: 1.8K
IG: 1.7K
X: 17
TikTok: 382
FB: 24K
IG: 19.3K
TikTok: 26.2K
FB: 14K
IG: 12.7K
X: 226
TikTok: 37.9K
FB: 25K
IG: 35.8K
TikTok: 3.9K
FB: 58K
IG: 27K
X: 1.4K
TikTok: 27.7K
YT: 177
Active SM Channels Instagram
Facebook -
Instagram - X -
TikTok
Facebook -
Instagram - TikTok
Facebook - Instagram -
TikTok
Facebook,
Instagram
Facebook -
Instagram -
TikTok
Types of Content
posted in most active
month
5 Static Posts
3 Videos
5 Static Posts
2 Static Posts
15 Videos
13 Static Posts
29 Videos
5 Static Posts
12 Videos
12 Videos
Posting Frequency 0.3 Post/Day 0.17 Post/Day 0.6 Post/Day 1.4 Post/Day 0.23 Post/Day 0.4 Post/Day
Website Yes Yes Not Active No No Yes
Tone of Voice Egyptian Egyptian
General Arabic &
Egyptian
Egyptian Egyptian & English Egyptian

10. B. Competitors Creatives:
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16. BUYER
PERSONAS

17. 1. The Foodie Adventurer
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Name: Ahmed the Explorer
Age: 28
Occupation: Engineer
Lifestyle: Loves exploring new cuisines and sharing his experiences on social media.
Frequently dines out with friends and values authentic, unique flavors.
Pain Points: Bored of repetitive food options and craves authentic dishes that
stand out.
Marketing Strategies:
Highlight the authenticity of your Egyptian recipes and grilling techniques.
Offer unique menu items or a “Dish of the Month.”
Partner with influencers that resonate with adventurous foodies.

18. 2. The Busy Professional
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Name: Leena the On-the-Go Worker
Age: 35
Occupation: Corporate Manager
Lifestyle: A working professional juggling long hours and family responsibilities.
Prefers quick and convenient dining options, including reliable home delivery.
Pain Points: Lack of time to cook and the need for easy, healthy, and delicious
meals.
Marketing Strategies:
Promote your online ordering system and fast delivery service.
Showcase “family meal deals” for quick dinners.
Offer limited-time discounts for first-time delivery users.

19. 3. The Family-Oriented Parent
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Name: Sarah the Family Organizer
Age: 40
Occupation: Stay-at-Home Mom
Lifestyle: Values family dining experiences, both in-restaurant and at home. Prefers
meals that appeal to kids and adults alike. Often orders for gatherings or celebrations.
Pain Points: Finding affordable, high-quality meals that satisfy everyone in the family.
Marketing Strategies:
Offer “Family Feast” meal packages with a mix of grilled meats and sides.
Highlight a kid-friendly menu.
Use Facebook ads to target family-oriented demographics.

20. 4. The Health-Conscious Individual
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Name: Yasir the Fitness Enthusiast
Age: 32
Occupation: Personal Trainer
Lifestyle: Focused on a healthy lifestyle and balanced diet. Seeks grilled, protein-rich
options that align with fitness goals. Prefers meals without heavy oils or additives.
Pain Points: Difficulty finding clean, healthy options while dining out.
Marketing Strategies:
Emphasize the health benefits of grilled dishes (e.g., low-fat, high-protein).
Use terms like “Healthy Choices” or “Fitness-Friendly Meals” in your marketing.
Share nutritional information on menu items to attract this persona.

21. 5. The Tourist or Expat
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Name: John the Explorer
Age: 45
Occupation: Business Consultant
Lifestyle: Expat or tourist in Saudi Arabia eager to try local and regional cuisines.
Enjoys visiting well-reviewed places that offer cultural authenticity.
Pain Points: Uncertainty about finding good, authentic restaurants. Relies heavily on
online reviews and recommendations.
Marketing Strategies:
Ensure a strong presence on Google My Business and TripAdvisor with excellent
reviews.
Offer visually appealing dishes and dining experiences.
Highlight the cultural roots of your dishes in your marketing materials.

22. GOALS &
OBJECTIVES

23. Goals & Objectives
Increase foot traffic to the restaurant by 30% within 3 months.
Boost home delivery orders by 50% through the new website and app.
Build a strong online presence to enhance brand awareness.
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24. A. Key Strategies
Build an Engaging Online Presence
Website Development
Create a visually appealing, mobile-responsive website with:
Online ordering system with secure payment options.
Menu with high-quality images and descriptions.
Integration with Google Maps for easy navigation.
"About Us" section showcasing the unique Egyptian cuisine.
Google My Business (GMB)
Optimize GMB listing with updated location, contact info, working hours, and photos.
Encourage customers to leave positive reviews.
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25. 2. Social Media Marketing
Platforms to Focus On: Instagram, Facebook, TikTok, and Twitter.
Instagram & Facebook: Post daily content including food photos, preparation
videos, and customer testimonials.
TikTok: Create entertaining videos showcasing Egyptian cuisine and food
preparation techniques.
Content Themes:
Behind-the-scenes of grilling or marinating meat and chicken.
Weekly specials or offers.
Customer shout-outs and reviews.
Interactive polls or quizzes about Egyptian food.
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26. 3. Influencer/UGC Marketing
Partner with local food bloggers, influencers, and lifestyle personalities in KSA.
Invite influencers for a free dining experience to post authentic reviews.
Collaborate on Instagram Stories, Reels, and posts showing their experience at
Moharram Beik.
Use micro-influencers with 5,000–50,000 followers for authentic, cost-effective
promotion.
Create UGC Visuals with different Local reviewers talking about our restaurant’s food
and how it’s a good quality.
Launching this campaign with more than 20 different copies and launch it in paid ads.
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27. B. Campaign Ideas
Launch Campaign for Online Ordering.
Promote the launch of your new website with limited-time discounts on home delivery.
Use a slogans like "Taste Egypt at Home!", “كدنعل رصم كلانبيج“ ,”كتيبب ةيرصملا ءاوجالا شيع”.
Share instructional posts on social media explaining how to order.
Themed Social Media Campaigns
"Grill of the Month": Showcase a star menu item each month with exclusive deals.
"Taste Test Tuesdays": Encourage customers to try new items at discounted rates.
Contests and Giveaways
"Dine & Win" Contest: Customers share photos or videos of their meals at Moharram Beik for a chance to
win a free meal.
"Tag & Share" Giveaways: Reward customers for tagging friends in your posts or sharing your page.
Seasonal and Cultural Promotions
Celebrate Saudi cultural events and festivals with special Egyptian dishes or combos.
Offer family-sized meal deals during Ramadan.
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28. C. Google Ads Campaign
Launch pay-per-click (PPC) ads targeting keywords like "Egyptian restaurant Al Dammam," "Egyptian grilled
food delivery," and "best grilled meat in Dammam."
Run display ads featuring appetizing visuals of your dishes to attract local users.
Collect customer contact details through the website and in-store.
Send out regular newsletters featuring special offers, events, or new menu items.
Use SMS for quick updates on discounts or daily deals.
Monitor social media engagement using built-in analytics tools.
Use Google Analytics to track website traffic and conversion rates.
Gather feedback from customers to improve service and offerings.
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D. Email & SMS Marketing
E. Analytics and Optimization

29. F. Timeline
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Create Social Media
Channels
Create Website & Mobile Apps
Create and Publish
Social Media Calendar
Create and Publishing
“Buzz” UGC Campaign
Launch online ordering with
promotional discounts.
Run Google Ads and targeted
social media campaigns
Analyze & Evaluate
performance
3 Days
1 Week 3 Weeks
8 Weeks
2 Weeks
2 Weeks

30. UGC VISUAL
EXAMPLES

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32. CONTENT
STRATEGY

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Objective:
To establish Moharram Beik as the go-to restaurant for authentic Egyptian grilled foods in Al Dammam, Saudi
Arabia, by increasing brand awareness, driving foot traffic, and boosting online delivery orders.
Key Audiences
Local families looking for hearty meals and gathering options.
Young professionals seeking quick, quality food.
Food enthusiasts eager to explore authentic Egyptian cuisine.
Health-conscious individuals seeking protein-rich grilled food.
Tone and Style
Warm and inviting, reflecting the hospitality of Egyptian culture.
Authentic, emphasizing traditional flavors and cooking techniques.
Modern and engaging to appeal to younger audiences.
Platforms
Instagram (focus on visuals and engagement).
Facebook (target families and community interaction).
TikTok (create fun, viral content).
Google My Business (build local SEO and credibility).
Website blog (optimize for search engines, share in-depth stories)

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50% BRAND
AWARENESS
40% SALES
10% ENGAGEMENT
Highlight exclusive deals and
events.
“Dish of the Week: Grilled Kofta
Perfection.”
“Family Feast Friday: Get 20% off
for groups of 4+.”
Publishing Offers and use UGC
for sales objective ads.
Share the journey of Moharram
Beik: How it started, its mission,
and what makes it unique.
Highlight the origins of Egyptian
cuisine and the cultural
significance of dishes like koshari,
molokhia, and grilled meats.
Showcase signature dishes with
high-quality photos and videos.
Describe unique ingredients or
preparation methods.
Provide an insider’s look at the
restaurant.
Encourage user-generated content
and interactions.
Examples:
“Tag us in your food pics and get
featured!”
“Which Egyptian dish is your
favorite? Vote in our poll!”
Celebrate cultural events with
themed posts.
Content Pillar

35. MEDIA BUYING

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Testing Budget:

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This Media plan is for testing and getting the best results at the best price we aim from this media plan to
determine the cost and the winning ad angels we should go with and even the scripts & headlines used
depended on a data driven numbers that shows us the road.
Our main Aim is to get more sales, More impressions to the restaurant and making a Buzz in the Saudi Arabian
market.
We will develop the content direction to validate the markets and getting lowest cost results with highest
quality we can get.
After 14 days of testing we should know how to determine the actual number and actual return on ad spent so
we can focus the percentage of each platform to maximize the profit from the winning platforms and reduce
cost from the baddest one.
We are aiming also to get a reasonable market share by awareness and traffic and engagement campaigns
through the multiple platforms we will use.
Media Buying Conclusion:

38. THANK
YOU
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