Brief

Abdul’s takeaway and diner is a successful business which launched in Wakefield more than 15 years ago. Since that time the business has expanded with a second takeaway and diner opening in Pontefract, a third outlet in Sheffield and more recently a further diner in Wakefield. With a real passion for developing dishes using authentic Indian ingredients, spices and techniques, Abdul now has a reputation for bringing the best curries and Asian cuisine to the British dinner table.

Abdul contacted Open Communications to raise the profile of his outlets and support with event management. Open quickly developed a strategy that covered promotions, profiling, awards and editorial, along with the launch of each diner, which included blowing up more than 200 helium balloons!

Recommendations

Understanding that Abdul’s is not your typical late night takeaway, the agency worked hard to establish the key messaging for the brand and developed a series of creative recommendations that would position the brand and business as a popular choice for family mealtimes. This was also reflected in the lunchtime launches of each diner, including Sheffield which attracted more than 100 local people and an Ice Hockey team.

Adding further value, Open suggested Abdul work with Heart Research UK, a national charity. Open recommended creating a series of healthier options, providing customers with great tasting curries that were better for them, which could then be endorsed by the charity.

Results

Diner launches
Coverage was secured for all diner launches and further activity was arranged including a special invitation only dinner with the Sheffield Steelers. Not only did this attract further attention to the diner, but it also gave the outlet a popular celebrity following and huge organic reach on social media.

Heart Research UK
Abdul developed four new dishes with reduced salt, saturated fats and sugar. He had the dishes tested by an approved by a food science expert and submitted them to Heart Research UK for their comments and feedback.
The team from Open managed the launch of the dishes at the Ridings Shopping Centre in Wakefield, inviting shoppers to sample the new range and feedback with their thoughts on the flavour. Heart Research UK supported with the event, endorsing the new healthier range.
BBC Radio Leeds and Ridings FM interviewed Abdul and featured the news during their drive time programmes and all regional media covered the story with many using imagery to support.