Digital Growth, Campus Expansion, and Operations Strategy for a Casual Ramen Restaurant
Situation:
The restaurant approached our team with the goal of building a stronger brand identity and increasing customer traffic. They recognized that their digital platforms were outdated, their reach among university students was limited, and their operational processes lacked structure. Throughout the project, their priorities remained focused on expanding awareness, building campus access, and improving efficiency inside the restaurant.
Challenge:
The main challenge was the restaurant’s low visibility both online and within the Vanderbilt community. Their social media presence was minimal, their website lacked modern design elements, and they were not fully utilizing influencer outreach or SEO tools. In addition, they sought to understand how Vanderbilt’s Meal Money program and student demographics could affect business performance. Internally, the restaurant faced bottlenecks during peak hours, did not have a formal system for tracking customer feedback, and lacked clear data on which menu items were performing best. The team was tasked with addressing these issues while ensuring that all recommendations were realistic for a small business with limited time and staff capacity.
Approach:
We began by auditing the restaurant’s online platforms including their current Instagram activity, website structure, and SEO footprint. Based on this assessment, the team recommended a redesigned Instagram presence with a clear visual format and weekly posting schedule. We created guidelines for layout, captions, and content categories. We also drafted a modernized website structure that included updated UI elements, simplified navigation, and embedded SEO tags to improve search rankings. The team identified a list of local and student influencers and prepared outreach messages to build new promotional relationships in the community.
We researched Vanderbilt’s Meal Money program to determine eligibility criteria, expected revenue potential, and the logistical steps required for integration. To help the restaurant understand its current student reach, we outlined a method for gathering customer demographic data and proposed a structure for analyzing peak and off peak traffic patterns. We also developed campus centered marketing ideas such as partnerships with student organizations, tabling opportunities, and promotional tactics designed for high traffic student areas.
Our team observed the restaurant’s workflow and identified bottlenecks during peak hours. We recommended adjustments to ordering processes, kitchen flow, and customer turnover strategies. To support long term improvement, we developed a system for consolidating reviews from platforms such as Google and Yelp to help owners quickly view key feedback themes. We also created a menu performance tracking plan that highlights best selling items and helps guide promotions and pricing decisions.
Across all three prongs, the team focused on creating solutions that improved clarity, strengthened customer reach, and supported growth in ways that aligned with the restaurant’s size and available resources.
Impact:
The restaurant received a complete digital and operational toolkit that provided structure for marketing, customer analysis, and internal management. The new social media guidelines and website design plan positioned the restaurant to attract more customers online. The Meal Money research and demographic analysis system created a clear pathway for entering the student market and understanding customer patterns. The operational recommendations, including menu tracking and feedback consolidation, equipped the restaurant with tools for smoother daily function and better decision making. These combined outcomes set the foundation for stronger visibility, higher customer traffic, and more efficient long term operations.
Team Breakdown
Team Lead: Daniel Zhan
Strategist: Matthew Lou
Junior Strategist: Hunter Schneck
Junior Strategist: An Khang Nguyen
Junior Strategist: Riley Sobol
Junior Strategist: Srisindhu Medukonduru
Title: Kumo Ramen and Hibachi
Relevant Background Information
Business Type: For-Profit
Industry: Food and Beverage
Location: Nashville, TN
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