Client type
Established restaurant in Phuket competing for both tourist and local diners
Case study01
ETNA —
a fine-dining restaurant rebuilt into a full marketing system
Lakefront fine dining in Bangkok, Phuket. Fullcue took ETNA from fragmented promotion to a unified system - strategy, paid media, content, SEO, CRM, and POSM - connected to offline activity and sales.
Restaurant Phuket
- Client
- ETNA Phuket
- Location
- Bangtao, Phuket
- Sector
- Fine dining · F&B
- Engagement
- Ongoing partnership
Case proofWhat Fullcue changed for ETNA
A clearer view of the commercial problem before the channel plan
Challenge
Strong location and concept, but weekday and low-season demand were soft, and local discovery did not reliably turn into reservations.
What Fullcue did
Built a connected marketing system instead of adding disconnected channels - starting from the bookings leak that mattered most: turning local search and Maps visibility into actual reservations, then supporting it with paid demand.
Channels used
Google Business Profile and local SEO, Google and Meta campaigns, reservation-flow measurement.
Result direction
Strengthened local visibility, a clearer path from discovery to reservation, and measurement tied to booking actions rather than vanity reach.
Business impact
A more predictable weekday and low-season demand base, less dependent on one-off marketing pushes.
What we didThe system, end-to-end
001Marketing system with transparent processes
Built a structured digital marketing system with transparent processes, clear ownership, and weekly reporting cadence - so every channel had a role, a metric, and an accountable lead.
002Analytics & end-to-end
Set up analytics and end-to-end tracking across Google Ads, Meta, and Google Maps - integrated with the operations stack.
003Offline
Created a map of ETNA's offline presence - from neighbourhood hotels and tour partners to local concierge networks - turning physical proximity into discoverable touchpoints.
004CRM & touchpoints across every stage
Developed a customer journey map and strengthened touchpoints at every stage - from first ad impression to first visit, second visit, loyalty enrolment, and repeat occasion.
005Marketing calendar & seasonal campaigns
Developed a customer journey map and strengthened touchpoints at every stage - from first ad impression to first visit, second visit, loyalty enrolment, and repeat occasion.
006Menu work - analysis & specials
Worked closely with the kitchen on menu analysis, hero-dish seasonal specials, and grouped structured feeds for menu updates - aligning culinary moves with commercial pressure points.
007Paid media - Google & Meta
Launched and ran always-on advertising campaigns optimized against bookings, not impressions.
008Cross-promo & local influencer work
Executed cross-promotion and partnership collaborations with local influencers, bloggers, and restaurant events - turning Phuket hospitality network into a referral engine.
009Social media content plan
Created and executed a content plan across Instagram, TikTok, and Facebook - concept-led storytelling, seasonal hooks, dishes, atmosphere, music nights, and guest moments.
010POSM materials
Designed and implemented in-venue POSM - menus, table tents, signage, and seasonal collateral - closing the loop between the digital story and the physical guest experience.
ResultsA system that turned fragmented promotion into a predictable guest engine
001
A systematic digital marketing ecosystem fully connected with offline activity and sales
002
Increased repeat visits and higher average check through the loyalty program
003
Strong growth in brand awareness among local residents and tourists alike
004
Sharp increase in Instagram engagement and reservations driven by paid campaigns
005
Successful collaborations with bloggers and local businesses - events, traffic exchange, joint occasions
006
A stable and growing base of loyal guests, return-visit drivers, season-resistant demand
Objective
Build the restaurant into a unified digital marketing - strengthen both online and offline presence, increase brand awareness, and ensure a stable flow of guests, including during the low season.
Case snapshots
More cases
LUME
Launch demand for locals and tourists, with guest capture and bookings planned before first service.
- Launch bookings
- Tourists vs locals
- Guest capture
- 2 dayparts
Marea
Pre-launch positioning and guest capture before first service.
- Waitlist
- Launch content
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