A Case Study in Restaurant Growth & Automation
Client: Baci Restaurant, Crown Melbourne
Industry: Hospitality / Restaurant
Services Provided: Website Development, SEO, AI-Powered Email Automation, Social Media Marketing, Meta & Google Ads, Influencer Partnerships
Brand Introduction
A family-owned restaurant, Baci welcomes you to share indoor/outdoor river views, any time of day or night — while enjoying great coffee, dessert, biscotti, family-friendly meals, or just a drink at the bar. Kids of all ages love the artisan gelato selection. Taste authentic Italian pasta, pizza and more at Baci, part of Crown Melbourne since 1997. Over the years, Baci has become a local favourite for Melburnians and tourists alike, but lacked a consistent digital identity to match its in-person charm.
The Challenge
Despite being a well-known establishment inside Crown, Baci had no website, no online bookings system, and no social media presence. This made it difficult for potential visitors — especially tourists — to find information or make reservations online.
Build an online presence
Building a credible, high-trust brand image that appeals to people of Melbourne and tourists alike.
Increase brand awareness
To get more people talking about Baci to increase footfall all year round.
Drive consistent revenue
Sales during off-peak months (April–August) dropped sharply each year due to limited local engagement.
The Solution
Marketing Rizz crafted a 360° hospitality marketing strategy — combining website development, automation, paid ads, and influencer partnerships — to give Baci a powerful digital presence that turned traffic into table bookings.
1.Website Development & SEO Optimization
We built a modern, SEO-optimized WordPress website that allowed customers to explore the menu, view offers, and make online bookings effortlessly. The website’s structure was designed for speed, clarity, and conversion — complete with schema markup for local SEO and integrated booking systems. We wrote engaging copy that highlighted Baci’s authentic Italian story and optimized it for high-intent keywords like “Italian restaurant Crown Melbourne” and “best pizza Southbank.”
We used the following tools –
WordPress (Divi Theme)
Custom design and layout
All in one SEO
Keyword targeting and on-page optimization
Google Analytics 4
Traffic and behaviour tracking
Yoast Schema Plugin
For structured data and rich snippets
2. Email Marketing & AI Automation
To attract and retain customers, we implemented a lead magnet campaign offering free meal vouchers to first-time subscribers. Using automation, we sent weekly newsletters, seasonal offers, and contests that boosted visits during off-peak periods. We built a smart, AI-driven automation system that segmented users by visit frequency, engagement, and demographics — ensuring personalized communication.
We used the following tools –
Mailchimp
Newsletter automation & segmentation
Make.com & N8n
For AI workflow automation
ChatGPT API
AI-generated email content & subject line variations
Google Sheets Integration
Lead tracking and reporting automation
3. Influencer Marketing
To amplify social buzz, we collaborated with Melbourne-based food influencers and lifestyle content creators. We offered them free dining experiences in exchange for authentic content and discount codes for their followers. Every time a follower dined using their code, the influencer earned a small commission — turning them into brand ambassadors. This campaign not only generated viral content but also increased word-of-mouth visibility and social proof.
We used the following tools –
Upfluence
Influencer discovery and management
Canva Brand Kits
Unified brand visuals for influencer posts
Linktree + Bitly
Custom tracking for influencer codes
HubSpot CRM
Tracking influencer ROI and customer engagement
4. Social Media Marketing
We established Baci’s presence on Instagram and Facebook, building a consistent brand aesthetic with warm, inviting visuals, behind-the-scenes stories, and weekly reels showcasing Italian craftsmanship. Our social media strategy focused on highlighting family values, authentic food moments, and user-generated content. Within months, the pages became a digital extension of Baci’s hospitality.
We used the following tools –
Canva Pro
Creative design & post templates
Buffer
Scheduling and analytics tracking
Adobe Premiere Pro
Short-form video editing for reels
Meta Business Suite
Cross-platform management and DMs
5. Facebook (Meta) Ads
We ran targeted Meta campaigns aimed at locals and tourists within Melbourne’s CBD radius. By using retargeting pixels, we focused on users who had previously visited the website or engaged with our social media content.
Seasonal campaigns — such as “Winter Warmers” and “Family Pizza Nights” — drove direct walk-ins and online bookings.
We used the following tools –
Meta Ads Manager
Targeting and A/B testing
Facebook Pixel
Website remarketing integration
Canva Video Suite
Animated ad creatives
Hotjar
To analyze post-click user behaviour
6. Google Ads & Local Targeting
We implemented a Google Ads campaign focused on high-converting keywords like “Italian restaurant near me”, “best pizza Crown Melbourne”, and “family-friendly restaurants Southbank.” Our campaigns included a mix of Search Ads, Local Campaigns, and Google Maps visibility. These ads improved brand discoverability and captured intent-driven traffic that converted directly into bookings.
We used the following tools –
Google Ads
Campaign creation & optimization
Google My Business
Enhanced local listings
CallRail
Call tracking & conversion attribution
Google Tag Manager
Event tracking & lead capture
Before Marketing Rizz vs After Marketing Rizz
Metric
- Revenue Growth
- Online Bookings
- Social Followers
- Cost per Lead (CPL)
- Off-Season Sales
- Brand Visibility
Before Marketing Rizz
- Baseline
- 0
- 0
- High (manual promos)
- -30% dip
- Local-only
After Marketing Rizz
- +95%, Within 8 months
- 250+/month, Fully automated
- 500+, Organic growth + engagement
- $1.25 avg, 150% lower acquisition cost
- +40% growth, Reversed seasonal drop
- Featured on Google & Instagram search
Testimonial from the Founder
Partnering with Marketing Rizz was one of the best business decisions we’ve made in 25 years. They didn’t just build a website — they built our digital identity. From email automation to ads and influencer campaigns, everything worked seamlessly. We saw an immediate increase in bookings and a consistent rise in revenue, even during the winter months. Marketing Rizz truly helped us bring Baci’s charm online.