Social Media Case Study: Zar-e-Biryani, Gandhinagar
A biryani house up against every other biryani on Swiggy and Zomato, needing people to order it by name.
Results at a glance
- Accounts reached in 90 days119,000May–July 2022
- Accounts engaged931Same 90 days
- New followers+120More than the 90 days before
- Content published8853 posts, 29 stories, 6 reels
Source: Zar-e-Biryani Instagram Insights for 3 May – 31 July 2022. Two paid ads ran in the period. Reach is awareness, not orders.
Overview
- Brand: Zar-e-Biryani
- Location: Gandhinagar, Gujarat, India
- Category: Lucknowi and Hyderabadi biryani: dine-in, takeaway, and delivery on Swiggy and Zomato
- Service: Social media, ads, festive campaigns, menu design
- Working together: 2022 – 2025
The Challenge
On Swiggy and Zomato, every biryani looks alike in a list. Zar-e-Biryani needed people in Gandhinagar and Ahmedabad to know its Lucknowi and Hyderabadi biryanis by name, then order them or come to the outlet.
What We Did
- 1. A content plan - Biryani-first posts and reels, every caption pointing to Swiggy, Zomato or a direct phone order.
- 2. Offers people could act on - 15% off dine-in and takeaway, and gift vouchers at the Gandhinagar outlet.
- 3. Festive campaigns - Diwali, Gujarati New Year and Christmas creatives.
- 4. Menu design - A redesigned menu in 2025.
Results
- • 119,000 accounts reached in 90 days
- • 931 accounts engaged
- • 120 more new followers than the 90 days before
- • A three-year working relationship, 2022 to 2025
How We Measured
Reach, engagement and follower figures come from the restaurant's Instagram Insights for 3 May – 31 July 2022, saved in our records at the time. Reach measures awareness, not orders; Swiggy and Zomato order data was not part of this report.
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