Relaunching Cucina Italiana on Social
Theo Randall
Theo Randall opened his restaurant at InterContinental London Park Lane in 2006, after years as head chef at The River Café. When it relaunched as Theo Randall Cucina Italiana, MeMo took on its social, having run the hotel’s for the previous 18 months.
Reintroduce a London favourite
The restaurant had a new name and a new identity. Social had to introduce both, and turn that into awareness, engagement and tables.
Everything had to look and sound like Cucina Italiana, not the restaurant it used to be.
Reaching people who don’t follow yet
Most of the account’s reach came from people who already followed it. New diners had to come from further out.
Polished photos don’t travel far on Instagram. Short, natural video does.
Video first, every month
Reels first
We built the account around Reels, because they reach people who don’t follow you yet.
Every campaign pillar, from the pasta to the people, had video behind it.
Monthly shoots
We shoot lo-fi video with Theo and the kitchen every month, so there is always something fresh and natural to post.
That includes 5 Minute Meals, where Theo cooks a dish against the clock.
A profile to match
We rebuilt the Instagram profile around the new name, identity and tone of voice.
So the account looks and sounds like the restaurant it is now.
Theo, the pasta and the kitchen
Saves are the number we watch. People save a video when they mean to cook it or book it, and saves grew 50 times over.
Ten times the reach
Video views ten times the account’s previous best, from a restaurant that had been on Park Lane for almost 20 years.
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