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Restaurant Case Study

YU SEAFOOD

YU SEAFOOD

Yu Seafood is a luxury Chinese seafood restaurant with locations in Richmond Hill and Yorkdale Mall, Toronto. Known for its premium dim sum, sushi, and elevated seafood experience

CHALLENGES

Revamp Digital Marketing and Social Media Platforms
Increase Sales by 10%
Increase non Asian customer base
Increase Delivery Sales
Build Membership Strategy
Build Email Marketing Strategy

RESULTS

13% Increase in Sales
20% in Bar and Sushi sales
10k Subscribers on Email
Google SEM increased by 10k
Social Media Growth 30% increase

Objectives

The primary goal was to increase overall sales by 10%, while building and managing a refined digital presence for both the Richmond Hill and Yorkdale locations. A secondary focus was to launch a fully integrated email marketing and membership strategy, alongside campaigns to attract a more diverse customer base, including non- Asian demographics. Brand visibility was also a major objective within Yorkdale Mall with the aim of standing out through strategic social media, marketing and influencer-led storytelling.

Content Strategy

Schmooze PR launched a bold, multi-channel strategy that turned Yu Seafood into the talk of the city by highlighting its refined Chinese seafood, elegant presentation, and modern atmosphere. Through cinematic video content, influencer tastings, and standout campaigns like Sushi Mondays and the Blue Fin Tuna x Ozawa Sake collaboration, we generated buzz and transformed Yu ’ s social media—Instagram engagement soared by 250%, and platforms like TikTok and RedNote saw major growth. We refined the brand’ s visual identity and voice across all channels, ensuring consistency and luxury in every touchpoint. Complementing this momentum, we rolled out a sleek membership program, optimized email funnels, and boosted Google traffic to 43.7% of all website visits, creating a digital ecosystem that positioned Yu as Toronto ’ s premier upscale Chinese dining destination.

Results

Increase of 13% on Overall Sales

In just three months, Yu Seafood experienced a remarkable 13% increase in total sales. Through weekly promotions, optimized upselling strategies, and consistent brand storytelling.

Email Marketing Success

Email campaigns consistently outperformed benchmarks, an average email achieving a 52.4% open rate and 4.3% click rate. Over 10k new subscribers were added and seasonal emails drove direct bookings.

Website & SEO Growth 35K Interactions/month

In 3 months Google searches and Actions raised by an average of 10k people per month.

Blue Fin Tuna X Ozawa Sake Campaign

This campaign became a viral hit with over 500,000 views, driven by content from 13 influencers, 4,000+ shares, and 1,000+ saves. The storytelling centered around Blue Fin Tuna and premium sake introduced the brand to thousands of new customers and positioned Yu as a forward-thinking leader in upscale Chinese dining.

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