Over the years, Pigalle has become a household name in South Africa. This group of upmarket Mediterranean-style properties is known for its authentic and exquisitely prepared culinary offerings as well as first-class service and beautiful, plush interiors. Specialising in Portuguese-inspired fine dining, Pigalle offers some of the finest and freshest seafood in South Africa, as well as beautifully aged steaks done to a turn. They also boast some of the best-stocked cellars in the country, with international wines and champagnes to match any menu choice. Owned by veteran restaurateurs Victor and Naldo Gonçalves, Pigalle restaurants have come to be the first choice in fine dining, whether it be for business, a special social occasion, or simply a spoil-yourself night out.
Our goal for Pigalle was to use every digital tool at our disposal to modernise the restaurant group’s online presence in order to appeal to a broader audience, and capture the younger members of today’s tech-savvy foodies. Our top priorities were to unite the three Pigalle properties in Johannesburg into a homogenous presence with a consistent brand voice, as well as to greatly
increase online exposure for the group. Like many fine-dining establishments making use of digital marketing, it was important to maintain Pigalle’s sense of luxury while promoting a casual and approachable appeal.
For Pigalle, we took a four-pronged approach – making use of SEO, AdWords, social media and PR. By consolidating the social media pages of the three Pigalle properties in Johannesburg, we
established a large and loyal audience of foodies with whom we could interact and spread our message.
With our strong SEO practices, Pigalle’s website saw an almost immediate increase in online bookings via their website, many of which were for international visitors unfamiliar with the brand,
staying in close proximity to the tourist-centres that Pigalle’s properties capitalise on (Sandton central, Melrose Arch and Bedfordview).
Increasing the regularity of posting and the quality of social media content, as well as occasional and judicious paid advertising, led to a significant increase in engagement and booking enquiries, and significantly accelerated the growth of Pigalle’s online communities.