How Dish Cult became a high-performing restaurant discovery and booking platform
Context
At ResDiary, a leading B2B SaaS provider for the hospitality industry, we identified an opportunity to cater to users seeking restaurant reservations, while also addressing the needs of hospitality providers using our platform. Recognizing the untapped potential, our goal was to diversify our product portfolio and focus on:
Expanding market reach: attract new audiences for restaurant reservations.
Enhancing user experience (UX): optimise the platform for B2C users across both web app and mobile apps (iOS and Android).
Leverage quality content to drive organic traffic and increase SEO visibility.
Company
ResDiary / Dish Cult
Industry
Hospitality
Platform
Web
Mobile iOS and Android
Solution
To address the challenges and capitalise on the identified opportunities, we implemented a strategy focused on brand repositioning and audience segmentation.
1. Repositioning Resdiary & launching Dish Cult: the core decision involved repositioning Resdiary as the primary B2B brand within our portfolio, catering specifically to the needs of hospitality providers. To complement this focus, we launched Dish Cult as a new consumer proposition for diners available on both web and mobile apps.
2. Collaborative development & targeted marketing:
In-depth market research provided valuable insights into consumer preferences. Leveraging this data, we collaborated closely with developers and designers to create Dish Cult, a platform built specifically for diners while maintaining key functionality for hospitality partners.
We also developed a targeted marketing strategy to reach and engage our B2C audience most likely to benefit from Dish Cult's offerings.
3. Empowering content creation: we implemented a robust content management system (CMS). The aim was to create high-quality content that effectively communicated Dish Cult's value proposition to diners and boosted the platform's SEO visibility, driving organic traffic.
Impact
Dish Cult, a user-friendly B2C booking and discovery platform, was launched in June 2021 on web and mobile apps (iOS and Android).
Our strategic efforts successfully expanded our market reach and increased user adoption. Dish Cult experienced significant growth in bookings, registered members, and participating restaurants, contributing to a substantial increase in B2B revenue streams.
By launching an attractive B2C offering, we strengthened our position in the market and observed a substantial increase in user engagement, translating to positive business outcomes.
Key results
+105%
reservations across web and mobile.
79
Net Promoter Score for our mobile apps.
+20%
YoY organic traffic to dishcult.com
“Emma is one of the most skilled product managers I have had the privilege to work alongside. She excelled at managing the multifaceted demands of business, design, and development, ensuring a cohesive product.”
— Winnie Layardie, ResDiary and Dish Cult Head of Design