Shiraz Golden Restaurant, established in 1941, is a landmark of authentic Awadhi cuisine and the pioneer of the “Shiraz-e-Biryani.” Despite its 84-year legacy and 100% brand recall in Kolkata, the digital presence needed to bridge the gap between “old-school heritage” and “modern-day foodie culture” to capture younger demographics and international audiences in Dubai.
Legacy vs. Freshness: Maintaining the “classic” feel without looking dated.
The “Girls in Cars” Problem: Historic perceptions often saw the original locations as male-dominated spaces; social media needed to showcase the new, “swanky” family-friendly ambiance of modern branches like Daawat-e-Shiraz.
High Competition: Standing out in a saturated market where every joint claims to have “authentic biryani.”
We moved away from static posters to high-definition Reels and Carousels.
Leveraging Shiraz’s history as a celebrity magnet (from MS Dhoni to Ranbir Kapoor), we curated content around these visits to validate the “legend” status for Gen Z.
Brand Awareness: Ad campaigns targeting local foodies resulted in a significant uptick in impressions and “Save” rates for signature dish posts.
Increased Footfall: Targeted “Ladies’ Night” and event-based ads led to higher physical attendance at newer branches.
Community Growth: A surge in User-Generated Content (UGC) as customers began tagging the restaurant in “Biryani Boomerangs,” which we then featured in curated Instagram Highlights.
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