Elevating Devour at the Dyehouse with strategic restaurant marketing consulting

Nestled in Holmfirth along the River Holme in the heart of the Peak District, you’ll find a former Dyehouse where the aromas of traditional British infused with Italian cuisine effuse from kitchen to every corner of the restaurant.

From the moment you step inside Devour at the Dyehouse you’re met with a warmth that welcomes you even on the chilliest Yorkshire days. Think the The Pig with an Italian twist surrounded by Yorkshire’s rugged peaks and moorlands. Fine-dining in a relaxed, unfussy environment. Cosy, quaint, unforgettable dishes using local produce.

Founder Olivia Robinson contacted KOHA Marketing last year armed with a robust business plan, and seeking direction to make marketing goals happen.

Acting as a freelance marketing manager, we developed a tailored strategy to address key goals: increase customer spend, automate email marketing, and raise brand awareness across the Kirklees and West Yorkshire area.

The challenge Devour at the Dyehouse faced several challenges common to independent UK restaurants, including increasing footfall, improving customer retention, and competing with larger, more established dining venues within more populous areas.

Devour required the expertise of a freelance marketing consultant to create a scalable strategy that aligned with their values and unique proposition.

Strategic marketing approach

1. Marketing roadmap

   
   

   A full audit of Devour’s existing marketing activities was completed to understand strengths, opportunities and benchmarks. Off the back of this, a clear roadmap was created, outlining key initiatives to achieve the restaurant’s goals:
   

   • Migrating to a new email marketing provider to streamline and enhance communication.

   • Developing automated email workflows to engage customers and encourage repeat business.

   • Boosting brand visibility through SEO optimisation and local advertising.
     

2. Email marketing strategy, workflows and content

   
   

   Email marketing was a core focus area to share the story of Devour with new customers. We migrated Devour’s email marketing system to a specialised, industry-specific platform designed for hospitality businesses before developing a nurturing strategy and relevant content. This move enabled the creation of highly effective automated campaigns:
   

   • Welcome series for new customers: Engaging first-time diners and building loyalty.

   • Product-specific campaigns: Promoting Devour’s themed dining events, pizza and pasta classes, and creative workshops.

   • Feedback and upcoming events: Encouraging event feedback meanwhile cross-selling upcoming events.
     

These campaigns were crafted to reflect the restaurant’s distinctive style and were seamlessly integrated with its purchasing platform. The results speak for themselves: email open rates up by more than 50%, and tracking revealing clear ROI, with increased bookings and higher spend per visit.

3. SEO and content marketing
   

   Implementing best practices for SEO was key to driving organic growth. Regular content creation, keyword optimisation, and blogging led to 48% of target keywords now ranking on page 1 of search engines. This boosted online visibility and attracted diners from across the region.
   

4. Local advertising campaigns

   
   

   To complement the digital strategy, targeted local advertising was introduced. By leveraging local search terms, social media campaigns, and sponsorships, Devour successfully increased its profile. As a result, the restaurant saw a noticeable rise in first-time visitors and reinforced its position as a go-to dining destination.

Results The strategic marketing efforts delivered significant results:

• A 50% increase in average open rates for email campaigns, with clear purchase behaviour showing a strong ROI.

• A 48% success rate for target keywords achieving page 1 rankings, increasing search engine visibility.

• An uptick in first-time visitors, bolstered by targeted local advertising efforts.

• A higher average customer spend.

• More than 100% increase in online products sold.
  

  

  

Client experience Koha Marketing’s role as a freelance marketing manager and email marketing freelancer has been instrumental in driving measurable growth for Devour at the Dyehouse. By combining automation, SEO expertise, and local outreach, we’ve helped position the restaurant in a stronger position for growth as one of the best choices for diners across West Yorkshire.

Liv Robinson, owner of Devour, said: “I had an outstanding experience working with Amelia at Koha Marketing! Her expertise, creativity, and attention to detail truly set her apart. Amelia listened to our needs, provided innovative marketing strategies, and delivered results. She was a pleasure to work with and always went above and beyond.

“Her professionalism and dedication make every interaction a pleasure. I highly recommend Koha Marketing for anyone looking for top-notch marketing solutions. Thank you, Amelia, for your excellent service.”

Amelia, founder of KOHA Marketing, said: “Working alongside Liv has been a true eye-opener into the challenges our local restaurants face. Rising running costs, changing legislation, and competition are constant. Navigating the sea of change, managing many moving parts, meanwhile ensuring your personality continues to sparkle and your values shine through is no easy feat. But through dedication and a fantastic team, Liv continues to bring her incredible vision to life. Liv and Devour are a huge asset for the Holmfirth area, one which every village needs.

“It’s been a total pleasure working alongside Liv as Devour’s on demand marketing manager / fractional marketing consultant to establish core marketing foundations of her business plan and I look forward to seeing the next chapter unfold at Devour.”