Case Study: CUGAI – The Cave-Themed Restaurant of Pondicherry
Kerplunk Media | Restaurant Growth Story
1. Before Kerplunk (The Challenge)
Strong interiors (cave theme) but weak awareness in the market.
Low weekday dine-ins, only surviving on weekends.
Online presence = minimal → no storytelling about the unique ambience.
Zero SEO or digital positioning → tourists couldn’t discover it easily.
Brand identity was not clear → looked like “just another restaurant.”
2. Our Diagnosis
USP = cave ambience (completely different from competitors).
Target = families, couples, tourists, and group diners looking for an experience not just food.
Gap = No content to highlight ambience + signature dishes + experience.
3. Kerplunk Gameplan (What We Did)
Step 1 – Branding & Positioning
Crafted the brand voice: “Not a restaurant, an underground experience.”
Rebuilt menus, storylines, and designs around the cave theme.
Ensured CUGAI = experience-first restaurant in Pondy.
Step 2 – Content Engine
Cinematic reels: ambience walkthroughs, food sizzling, cave lights.
Storytelling posts: “Dinner in a cave, without leaving the city.”
SEO-driven captions → “cave restaurant in Pondicherry”, “unique dining in Pondy.”
Photoshoots highlighting family dining + couple vibes + group parties.
Step 3 – Digital Marketing & Ads
Ran Google Ads targeting: → “Unique restaurants in Pondicherry” → “Family restaurants in Pondicherry” → “Tourist places to eat in Pondy”
Meta Ads (Facebook + Instagram): → Carousel ads featuring signature dishes. → Reel ads with ambience hooks (“Ever dined in a cave?”).
Retargeting → People who searched or visited Pondy + dropped by Google My Business.
4. The Results (ROI That Converts)
Monthly walk-ins doubled in 6 months.
Weekday footfall improved by 65% (no more empty tables).
Families & groups = 45% repeat visitors.
Ranked #1 on Google for ‘Cave Restaurant in Pondicherry’.
Monthly revenue grew by 2.3X.
5. Client Testimonial
Kerplunk didn’t just market our food — they made the ambience the hero. Now tourists and locals alike recognize CUGAI as Pondy’s most unique dining spot.
6. Kerplunk Takeaway
Don’t just sell food, sell the experience.
Build a story that makes people say: “We must try this once.”
For theme restaurants → ambience + digital FOMO = guaranteed conversions.
7. Design Direction for PDFDon’t just sell food, sell the experience.
Dark stone-textured background with earthy tones.
Icons: Cave | Food | Family | Growth.
Charts: Walk-ins before vs after, Revenue growth bar.
Screenshots: Top-performing reels, GMB ranking proof.
Tone: Mysterious + premium (reflect cave ambience).