Full Pizzeria in Praga Thanks to One Reels Series
We created 4 short videos showing the kitchen 'from the inside' and unusual ingredients. The videos became local virals.
Roman has been running his place in Warsaw's Praga for 12 years. Although the food is great, it was empty in the evenings because young people in the area didn't know it existed.
The challenge
In January 2024, turnover fell by 22% compared to last year. Tables during the week were only 15% occupied. Roman spent 1200 PLN every month on flyers that neighbors threw in the trash immediately after taking them from the mailbox. The place needed new customers, but the marketing budget was close to zero. Traditional methods stopped working, and the competition two streets away had a full garden thanks to online ads.
Our approach
Our team, Aneta and Marek, went to the streets of Praga on March 4, 2024. Instead of taking a crew with big cameras, we pulled out regular phones. We spent 6 hours in the kitchen with Roman. We recorded him kneading dough and sprinkling flour on an old wooden counter. We didn't do staged scenes. We focused on the sounds – the crunching of the pizza crust and the hiss of tomato sauce. No fluff, we just showed the truth about this food.
The solution
We prepared a series of 4 Reels titled 'Roman's Praga Secret'. Each lasted less than 20 seconds. The first showed the process of the dough rising for 48 hours. The second was a quick edit of making pizza with Polish sausage to trendy music. The third showed Roman himself welcoming guests with a smile. The last video was a simple invitation for free coffee with pizza on a rainy Tuesday. We published everything within 14 days.
Results
We delivered the results faster than we thought. The videos spread through local groups on Facebook and Instagram, which translated into real table reservations.
Timeline
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March 4, 2024Video recordings at the venue and interview with the owner
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March 7, 2024Publication of the first viral video about the dough
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March 18, 2024First weekend with a total lack of free spaces
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March 28, 2024Summary of results and sales growth analysis
"Syrenka Media Lab did the job. I thought these videos were fun for kids, and now I have a line at the door in the middle of the week. Check our numbers, because that speaks for itself."