Digital foundation
Website
The base for advertising, reservations, delivery and presenting the restaurant in two languages.
Personal growth strategy · 2026
Shanghai Restaurant
as a destination
Not a scattering of disconnected ad campaigns, but a single system: get the platforms ready fast, attract new guests and turn a first visit into the habit of coming back.
向下 · Scroll down
序 / 00
The core objective
Launch the foundation fast.
Then grow deliberately.
The website and the map listings cannot wait for the “perfect moment”. In the first month we build the base for advertising and sales instead of losing time on a slow ramp-up.
At the same time we set a six-to-twelve-month horizon: bringing existing guests back, developing content and partnerships, and measuring the impact of every channel.
路 / 01
Overall work plan
Tools come online in stages — with no pauses in promotion.
We start with what moves the flow of new guests fastest. In parallel we prepare the system for repeat sales, content and partnerships.
August, week 1 / 8月第1周
August, week 2 / 8月第2周
August, week 3 / 8月第3周
August, week 4 / 8月第4周
September / 9月
October / 10月
November / 11月
December / 12月
January / 1月
February / 2月
春节
春节
Website / 网站
2 core pages / 完成2个核心页面
Full Russian version / 完成完整俄文版
Chinese version / 完成中文版
Yandex Maps / Yandex Maps 地图推广
CRM campaigns / CRM 客户营销
Yandex Eats / Yandex Eats 外卖平台
B2B outreach with commercial proposals to Chinese language schools / 面向中文学校的 B2B 商务合作推广
Yandex Direct / Yandex Direct 广告
Instagram Reels / Instagram Reels 短视频
VK community and targeted ads / VK 社群与定向广告
An updated bilingual chart of the tool rollout from August through February.
策 / 01
Growth architecture
Six directions.
One business logic.
Every tool solves its own task, but works far harder as part of the system.
Geomarketing
Yandex Maps as a storefront and a sales channel
Priority placement on a minimal budget, listing SEO, reviews, news, stories, reservations and delivery — managed continuously, not “set up and forgotten”.
Repeat sales
CRM marketing
We clean and segment the customer base, collect marketing consents, connect a CRM and set up automated flows in email and messengers.
The goal is to move toward a model of 70% regulars and 30% new guests.
Demand
Yandex Eats and Yandex Direct
We switch channels on as the landing pages and operational processes become ready. The budget follows the data, not the other way around.
Trust
Content and video
Two videos a week: the kitchen, the chef, traditions, atmosphere, guest reviews and new dishes. One shooting cycle yields material for social media, Maps and advertising.
Partnerships
100 Chinese language schools
Tailored offers for schools across Moscow: conversation clubs, classes held at the restaurant, discounts for students and teachers, and events for groups.
站 / 03
The restaurant website
The landing foundation for every promotion channel
A working example is already built
You can open it and take a look right now View the finished site ↗Home page and menu
Two core pages in Russian, moved onto the restaurant’s own domain and hosting. Guests can browse the menu, book a table and read up on delivery.
All the selling sections
Bookable dining rooms with descriptions, corporate clients and banquets, delivery, plus an articles section for SEO.
Chinese version
The entire site duplicated in Chinese for the restaurant’s Chinese-speaking audience.
Why we launch fast: by week two a finished landing page lets us switch on priority B2C promotion in Yandex Maps. The restaurant already has a domain and paid hosting.
Website development is fully included in the package price.图 / 02
Why maps come first
A guest chooses the restaurant before ever seeing the sign.
A more visible listing, genuine reviews and clear “book” and “order” paths shorten the distance from interest to visit.
1VisibilitySEO + priority placement
→
2TrustReviews + content + stories
→
3ActionReservation + menu + delivery
Already done: the blue check mark was secured on the day of our first meeting. The next step is turning the listing into a full sales channel.
Paid placement
We start on a minimal budget
Maps advertising is only sold from three months upwards. I recommend the minimal budget Yandex quotes for this particular restaurant: the efficiency gained from more expensive placement does not always justify the premium.
Blue pin — the standard free listing placement.
Green pin — priority promotion. The pin gets extra highlighting. This is the format to start with today.
Logo on the map — the most expensive branded promotion. It adds status, but at this first stage growing profit matters more.
Organic promotion
A Maps listing has to be run like a social network
- Reviews. Their volume and quality signal to the algorithm that guests find the restaurant interesting.
- News. Posts about the kitchen, delivery and terms, written with search keywords in mind.
- Stories. How to find us, the menu, delivery, booking a table or the VIP room.
- Actions. We connect reservations or a delivery button; Yandex Eats can be linked to the listing.
The neighbouring restaurant Tanya is more visible than Shanghai in search results, partly thanks to its larger number of reviews. That is a growth gap systematic work will close.
程 / 03
Rollout order
Speed at the start.
System over the distance.
Foundation
Home page, menu, Maps advertising live, CRM preparation, content plan.
Full launch
All site pages, the Chinese version, review collection, stories, the first campaigns and videos.
Scaling
Yandex Direct, Yandex Eats, school partnerships, optimisation driven by data.
Retention
Automated CRM flows, repeat visits, and growth of the most profitable channels.
Content without staging
We show more than dishes — we show a culture.
客 / 05
CRM marketing
New guests drive growth.
Regulars drive steady profit.
Once the site is live we start working with the existing customer base. Most restaurants focus only on acquisition, even though repeat purchases are one of the main sources of profit.
70%regular guests
month after month
/
month after month
30%new guests
Get the base
We pull the existing customer data into a single system.
Clean it up
We remove duplicates and dead contacts.
Segment
We split guests by behaviour and interests.
Collect consents
We properly document consent for marketing messages.
Integrate the CRM
We connect the data to the restaurant’s working system.
Automate
We set up flows in email, Telegram and MAX.
Additional demand
Yandex Eats
We switch on delivery as a separate source of orders and link it to the restaurant’s listing on Yandex Maps.
广 / 06
Yandex Direct
Two campaigns — two different jobs
Once the site is built and the enquiry forms are in place, we launch promotion in Yandex Direct along two separate tracks. The campaigns never blend: each has its own landing page, keywords, offers and analytics.
B2C · Delivery
We bring in orders to the door
Ads lead to the delivery page with the menu, order terms and a checkout button.
Core search queries
- chinese food delivery
- order chinese food
- chinese restaurant with delivery
- peking duck delivery
- chinese cuisine nearby
Example offers
- discount on the first order
- free delivery above a set order value
- a gift with the order
- family sets and combos for a group
B2B · Banquets and events
We collect event enquiries
Ads lead to a dedicated page presenting the dining rooms, the banquet menu, booking terms and an enquiry form.
Core search queries
- restaurant for a banquet
- banquet hall
- restaurant for a corporate party
- restaurant for a birthday
- restaurant with a VIP room
Example offers
- separate rooms for events
- a personalised banquet quote
- a special menu for groups
- terms for corporate clients
How we will improve the result
01
Separate search and audiences
Never mix delivery and banquets in one campaign.
02
Track enquiries and orders
Set up goals for forms, calls and delivery checkout.
03
Clean up search queries
Add negative keywords and cut off irrelevant traffic.
04
Test offers
Compare ads, promotions and landing pages.
05
Reallocate budget
Put more behind the combinations with the best cost per enquiry and order.
影 / 06
Content and video marketing
Two videos every week
Regular video content builds trust, reveals what makes Chinese cuisine distinctive and raises the restaurant’s recognition.
What we film
- dishes being prepared
- the head chef at work
- Chinese culinary traditions
- the restaurant’s atmosphere
- guest reviews
- new dishes
- Reels and Shorts trends
- humorous content
Where we use it
- social media
- Yandex Maps
- ad campaigns
学 / 07
Working with Chinese language schools
A partner network of 100 Moscow schools
We build the database of schools and prepare a tailored offer for each one, agreed with the restaurant in advance. Over the course of a month we run a personalised email campaign with follow-up and negotiations.
- a student discount
- offers for teachers
- conversation clubs
- classes about the restaurant and ordering dishes
- group discounts
- joint events
合 / 04
Transparent terms
You always see
what is happening with the project.
Tasks in YouGile
Statuses and progress on every direction — in real time.
Plan vs. actual
A single table across channels: plans, results, conclusions and the next decisions.
Flexible optimisation
We change creatives and priorities based on the actual return.
Full-cycle marketing
Including bilingual website development on a tight timeline and the phased launch of every tool described here.
200 000 ₽per monthThe advertising budget is paid separately
上海
The proposal is ready to launch
Let’s turn Shanghai
into a restaurant people come back to.
The first month is the foundation. The months that follow are growth you can see in the numbers.
Ekaterina.Kovbel@yandex.ru