The Growth of Officina del Riso
From 1 to 4 Restaurants
In 2020, with just one location in Milan and the pandemic in full swing, Officina del Riso had to reinvent itself. Discover how an evolving digital strategy, starting from delivery, laid the groundwork for extraordinary growth.
The Challenge
In 2020, with just one location in Milan and the pandemic in full swing, Officina del Riso had to reinvent itself. Discover how an evolving digital strategy, starting from delivery, laid the groundwork for extraordinary growth.
Our Strategy
Omnichannel
Emergency
We launched immediate, highly targeted campaigns on social media (Meta) to promote the delivery service, with a clear focus on direct conversions (orders).
Brand Building & Consideration
As restrictions began to ease, we expanded our strategy with campaigns aimed at increasing brand awareness and consideration. We highlighted Officina del Riso's unique strengths—its top-quality risotto and warm restaurant atmosphere—through impactful visual content, especially video.
Capturing Growing Demand
Alongside growing brand awareness, we activated Google Search (SEM) campaigns to capture the demand generated by our branding efforts. These campaigns targeted users actively searching for restaurants like Officina del Riso, with a clear objective: drive reservations.
Ongoing Optimization
We continuously monitored and optimized campaigns across all channels—adjusting budgets, targeting, and creatives based on performance data and the specific goals of each new restaurant as it opened.
Extraordinary Results
Our strategic partnership and integrated digital approach have delivered exceptional results, driving exponential growth for Officina del Riso.
Explosive Growth From a single restaurant in 2020, Officina del Riso opened three more locations in Milan (Navigli, Cadore, Isola) by the end of 2023, quadrupling its presence in the city.
Soaring Awareness Branding activities have generated explosive interest. Google searches containing the name "Officina del Riso" increased by an incredible +804% between 2020 and 2023, with strong year-over-year growth (+155% in 2021, +86% in 2022, +91% in 2023), placing the brand among the most searched-for restaurants on Google in Italy.
Final Thoughts
Officina del Riso’s success story shows how a strong entrepreneurial vision—combined with a well-executed and continuously optimized omnichannel digital marketing strategy in partnership with the agency—can turn an initial challenge into an extraordinary opportunity for growth, transforming a local brand into a major presence in just a few years.
