Christina Ng Positions Restaurant to Welcome New Business

Seafood comes fresh out of the fish tank, makes a trip to the kitchen, and then ends on your plate. Whether you’ve come for lunch, dinner, or a special occasion, the food at Grand Palace is always the focus.

The Business

Christina Ng, owner of Grand Palace Restaurant in South San Francisco, needed to add additional marketing capabilities to meet the challenges of the post-Covid environment.

Grand Palace restaurant has been in business since 1998. Focusing on a daily dim sum menu and banquet space, Grand Palace is known for its welcoming atmosphere, authentic Cantonese food, and always fresh cuisine. Christina, a passionate and hands-on business owner, is onsite daily. She’s also involved with her community and the local Chamber of Commerce. 

The Issues

Christina reached out to TAP for guidance on marketing that would help replace revenue lost due to the pandemic. She was extremely interested to learn how to market to the corporate segment. South San Francisco has many offices, so she wanted to reach out to corporate customers in order to stabilize her revenue stream in a difficult economic environment. TAP consultants May Lee and Ping Yu focused on three areas:

• Identifying potential corporate customers in the vicinity.

• Determining the right product offering and designing special menus for corporate customers.

• Experimenting with different communication channels to reach her potential customers and strengthening the restaurant’s web and mobile presence.

What did TAP do?

TAP did extensive research for Christina in order to create an effective marketing plan for corporate customers. First, TAP identified which corporate customers to go after. Second, TAP did a careful review of Grand Palace’s website. Third, TAP developed guidance on how to use various marketing channels to grow the business. The resulting plan included a target customer list that was focused on the growing biotech industry in South San Francisco; specific recommendations for changes to the website to better represent the brand and reach current as well as prospective customers; and guidance on how to meet customers through Doordash, UberEats, and Yelp.

As Christina incorporates TAP’s work into her restaurant planning, she looks forward to welcoming new and existing customers to Grand Palace for a delicious meal.

​​This project was part of a partnership between The Acceleration Project (TAP) and San Mateo Economic Development Association (SAMCEDA). The Women In Food Boot Camp program provides local businesses with high-impact strategic, financial, operational and marketing support to fuel their growth and thereby strengthen the local San Mateo County economy.

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