Get in Touch

Prego: Full-Funnel Brand Elevation for a Fine Dining Italian Destination

Case Study by ALAN Agency

Industry & Specialty

Food & Beverage — Fine Dining Italian Restaurant.
Prego offers an authentic Italian dining experience in Riyadh, serving handcrafted pastas, wood-fired pizzas, and classic desserts within an elegant, inviting setting.

Services Provided

  • Strategy Development
  • PR Management
  • Paid Advertising
  • Media Production & Creative Content

Situation

Prego had all the right ingredients — exceptional food, refined atmosphere, and a premium dining experience — but lacked visibility.

As a single-location restaurant in a competitive market, the brand suffered from limited awareness, minimal brand recognition, and no clear marketing direction.

The challenge was to elevate Prego beyond being a hidden gem and position it as a must-visit destination for Italian cuisine lovers in Riyadh.

Prego partnered with ALAN to build a structured marketing strategy designed to drive awareness, foot traffic, and long-term brand recall.

Solution & Approach

ALAN crafted a full-funnel marketing strategy to position Prego as Riyadh’s go-to Italian fine dining destination.

The brand’s visual identity was refreshed using warm, elegant tones that reflected Prego’s premium yet cozy atmosphere.

ALAN produced high-quality content including styled food visuals, behind-the-scenes kitchen moments, and guest experience storytelling — all designed to elevate perception and emotional connection.

This was supported by a strong organic and paid media strategy across Instagram, TikTok, and Snapchat, combined with PR and influencer collaborations.

Reservation-driven campaigns, seasonal moments, and timely content releases converted awareness into consistent foot traffic and demand.

Results

  • +380% increase in TikTok reach
  • +125% increase in foot traffic
  • 1.2M+ influencer reach
  • Strong improvement in brand recall as a dining destination

Performance Breakdown

Instagram

  • 610,000 impressions
  • 13.2% engagement rate
  • +400% increase in story & reel shares

Meta Ads

  • 12,800 clicks
  • 29% reduction in cost per click
  • +6.8% conversion rate
  • 3.2× return on ad spend (ROAS)

DOOH

  • 90+ screens activated across Riyadh
  • Optimized evening and weekend placements
  • Estimated reach of 1.2M+ viewers

Conclusion

ALAN transformed Prego from an under-the-radar restaurant into a recognizable fine dining destination.

Through strategic positioning, premium content production, and performance-driven marketing, ALAN delivered measurable growth in awareness, engagement, and foot traffic — turning visibility into real demand.

Elevated presence. Real results. Destination dining.