A launch that never had a quiet week.
A phased paid social launch that built a 6,000-strong list before opening night, then turned it into reservations from day one.
TANGRA is a vegetarian restaurant bringing the energy of modern India’s food scene to Soho: a lunch spot, a dinner date location and a place for late night fun.
Fully booked after 4pm for months post-launch
Hundreds of thousands of foodies reached through paid media alone
The brief
TANGRA approached NovaStory with the task of launching their new restaurant: a vibrant vegetarian Indo-Chinese restaurant in the heart of Soho, built for spice punks. The goal was to build brand awareness and open the doors with a pipeline of reservations already waiting.
Born from the Tangra region of Kolkata, Indo-Chinese was a widely unexplored cuisine in London’s food scene. That was about to change.
The plan
Working with the TANGRA team, we created a phased paid social strategy that captured London’s interest and converted it into measurable revenue. Phase One was a competition-style campaign to win one of ten exclusive tables once doors opened. It built an email list over 6,000 strong before the restaurant had served a single plate.
With thousands already leaning in, Phase Two put that rich targeting pool to work: a reservations campaign built to get London booking tables fast. Retargeting, lookalikes of our converting audience, and brand-aligned interest and demographic targeting kept us reaching new diners daily. The campaign made it near impossible to snag a seat after 4pm on any given day of the week for months after launch.
Off the back of the opening, we now run always-on monthly paid social to keep bookings flowing and the team on track for their revenue targets. Paid media was planned alongside PR and organic social from day one, and close collaboration with Albert Penn, the creative agency, meant every piece of content was built to travel into paid.
The result
A launch that never had a quiet week. The pre-opening list of 6,000+ converted into reservations from the moment booking opened, and by week four the Meta campaigns were returning an average ROAS approaching 30x.
The launch strategy and always-on approach have fuelled the virality of the brand, reaching hundreds of thousands of foodies through paid media alone. Now London has a new favourite spot for spicy dinner dates, late night cocktails and fiery sharing plates, all in the heart of Soho.
Every booking tracked to its source through CoverStory, NovaStory’s attribution platform.
Booked covers, tracked to the till.
Tell us where you want to grow. We'll come back with a plan, and the numbers behind it.
Start your chapter →