Clarke Quay’s colorful riverfront, a prime tourist hotspot where Incredibowl is located.
Incredibowl is a premium health-conscious bowl-based restaurant and bar nestled in Clarke Quay, one of Singapore’s most vibrant nightlife and dining enclaves. Catering to tourists and expatriates, Incredibowl offers a Western-style healthy menu in a chic, fine-casual setting. Despite a strong concept, an excellent riverside location, and a well-crafted menu, by early 2024 the restaurant remained a hidden gem – loved by those who found it, but largely unknown to the broader tourist crowd. The missing ingredient was effective marketing to tap into Clarke Quay’s heavy foot traffic of travelers.
A hearty pumpkin soup bowl from Incredibowl’s menu – healthy, delicious, and Instagram-worthy.
By mid-May 2024, Incredibowl’s owners engaged RMG Consulting Services to change their trajectory. Our mission was clear: drive strategic growth by making Incredibowl a must-visit destination for tourists. The challenge lay not in the product but in visibility – Incredibowl needed to stand out in a bustling tourist hub. With data showing how social media and online platforms heavily influence dining choices for travelers (51% of travelers decide where to eat based on social media), RMG formulated a comprehensive, multi-layered digital marketing plan. The plan leveraged everything from social campaigns to SEO, travel site optimization, viral content, and paid ads – all working in concert to put Incredibowl on the tourist map.
The RMG Strategy – Multi-Layered Growth Approach
RMG’s approach was to attack the problem from all digital angles simultaneously. We crafted a multi-layered marketing strategy to raise awareness, engage tourists online, and convert that interest into footfall. Below we break down the key components of thisplan and how each layer contributed to Incredibowl’s rise:
Social Media Campaigns – Selling the Clarke Quay Experience
We launched vibrant social media campaigns across Instagram, Facebook, and TikTok that promoted Clarke Quay as a destination and Incredibowl as an essential part of that experience. Rather than just posting food photos, RMG created mini “day-out in Clarke Quay” stories highlighting nearby attractions, the bustling nightlife, and ending with a delicious meal or craft cocktail at Incredibowl. This narrative approach positioned therestaurant as not just a place to eat, but a part of the Clarke Quay adventure. It leveraged the fact that travelers often use social media to research destinations and restaurants simultaneously.
Engaging posts (including short reels) showed tourists enjoying Incredibowl’s bowls amid Clarke Quay’s riverside ambience, encouraging viewers to “come for the river views and nightlife, stay for the healthylicious bowls.” The social campaigns gained significant traction – with travelers saving and sharing our posts – because they tapped into travel FOMO and the aspirational appeal of a cool, healthy hangout in a famous locale. This strategy was crucial given that 75% of people say social media has prompted them to visit a particular place , and our content made sure Clarke Quay and Incredibowl featured in those travel inspiration feeds.
Organic SEO & Content – Capturing Health-Conscious Tourists on Search
To capture tourists already searching online, RMG overhauled Incredibowl’s SEO and content strategy. We researched keywords that health-minded travelers and foreign visitors use, and optimized the website for terms like “healthy food in Singapore”, “Clarke Quay restaurants”, “best vegan options Clarke Quay”, and “tourist healthy eating Singapore”. New content was added, including a blog series on “Eating Healthy in Singapore: A Tourist’s Guide,” which naturally weaved in Incredibowl and Clarke Quay attractions. This approach aligned with how travelers plan their trips – they often search for the best places to eat in the areas they’ll visit .
By aligning with those planning-stage queries, we ensured Incredibowl appeared in search results when potential customers googled what to do or where to eat around Clarke Quay. For instance, if someone searched “healthy restaurant Clarke Quay”, Incredibowl’s site (with its improved metadata and content) would rank prominently. Over time, this organic SEO work helped drive a steady stream of high-intent visitors to Incredibowl’s site and Google Maps listing – people who were already in Singapore or planning to be, looking for exactly what Incredibowl offered. This foundation of content and keyword optimization meant that even without ads, the restaurant became much more visible to health-conscious tourists searching online.
TripAdvisor & Travel Platform Optimization – Being Where Tourists Look
Knowing the importance of peer reviews and travel platforms in tourist decision-making, RMG focused on TripAdvisor, Google Reviews, and other tourist-centric platforms. We revamped Incredibowl’s TripAdvisor listing with vibrant photos, an engaging description, and ensured details (menus, hours, location pin, etc.) were accurate and appealing. We also encouraged satisfied customers to share their experiences online. A string of positive reviews can considerably boost a restaurant’s reputation and attract more customers, so we initiated a gentle review acquisition campaign: offering a small incentive (like a free healthy mocktail) for patrons who found us via TripAdvisor and agreed to leave honest feedback. This quickly bolstered Incredibowl’s ratings and review count. The improved profile and steady 5-star reviews pushed Incredibowl up in TripAdvisor’s Clarke Quay restaurant rankings (positive reviews and high ratings ensure higher ranking in searches, leading to more walk-ins). We applied similar attention to Google (so that “Incredibowl” would show up with great reviews on Google Maps) and other platforms like Expedia, Yelp, and HappyCow (given its vegan options) to maximize visibility wherever tourists might discover dining options
. By enhancing its presence on these trusted platforms, Incredibowl became an obvious choice for travelers browsing “best places to eat in Clarke Quay” on their favorite travel apps.
Viral Campaigns & Influencer Partnerships – Creating Buzz with Tourists
To add an extra spark to our strategy, RMG orchestrated monthly viral marketing campaigns that tied Clarke Quay tourism trends to Incredibowl visits. Each month, we partnered with travel and food influencers – Instagrammers, YouTubers, and TikTokers popular with tourists – to create content around a theme. For example, in June we ran “🌴Healthy Explorer Challenge”, where a travel vlogger spent a day doing tourist activities (river cruise, visiting a nearby museum, etc.) and capped it off by trying Incredibowl’s signature bowl, challenging their followers to do the same when in Singapore. In July, during summer travel peak, a fitness influencer did a “Clarke Quay Night Out” reel, showing how you can indulge in nightlife and still eat clean at Incredibowl. These campaigns generated shareable content and often went viral among the target audience, as they appealed to the desire for authentic, sharable travel experiences. The influencers’ posts attracted both locals and tourists, driving more diners to the restaurant
by showcasing Incredibowl as the place to recharge during Clarke Quay explorations. Importantly, we chose influencers whose styles aligned with Incredibowl’s brand (health, lifestyle, travel) to ensure authenticity. RMG’s team coordinated the content calendar so that every few weeks a fresh wave of buzz would hit social media, keeping Incredibowl consistently in the online conversation. The result was not only spikes in footfall during those campaign periods but also a cumulative build-up of brand awareness. By the end of each campaign, we saw new customers coming in saying, “We saw this place on TikTok/Instagram and had to check it out.” The word-of-mouth effect extended beyond the influencers’ direct followers, as user-generated content (tourists posting their own photos of Incredibowl) further amplified the reach. In effect, these viral campaigns turned Incredibowl into a mini tourist attraction in its own right, a place that visitors would tell the next wave of travelers about.
Targeted Performance Marketing – Precision Ads for Maximum Reach
While the organic and viral efforts built a strong foundation, RMG also invested in targeted performance marketing to accelerate reach and conversions. We ran geo-targeted social media ads on Facebook and Instagram aimed at people currently in Singapore on holiday (using behavioral targeting and location data). These ads featured enticing visuals of Incredibowl’s bowls and the tagline “Fuel your Clarke Quay adventure with a healthy twist!” and were shown within a radius of tourist hubs (hotels, the river cruise drop-off point, nearby MRT stations). Geo-targeted ads are highly effective in encouraging nearby tourists to visit the restaurant.
, as they see a timely suggestion when they’re actually in the vicinity looking for food or things to do. Additionally, we used Google Ads (Search and Display) to capture those searching last-minute for dining options around Clarke Quay or healthy food in Singapore. For example, a Google Search ad would trigger for queries like “best lunch Clarke Quay” or “healthy restaurant Singapore”, ensuring Incredibowl appeared at the top of search results with a compelling call-to-action (“Reserve a table now and get a free drink!”). We closely monitored and optimized these campaigns, adjusting keywords, timing, and demographics to get the best ROI. The performance marketing layer provided a steady influx of interested visitors by converting online intent into actual visits. By targeting high-intent keywords and leveraging social media’s detailed targeting (such as showing ads to users who had recently been to Changi Airport or who followed Singapore travel pages), we made sure every ad dollar spent was bringing Incredibowl to the attention of likely customers. Over the months, as brand recognition grew, we were able to reduce ad spend per conversion – proof that the paid campaigns worked hand-in-hand with the organic efforts to build sustainable growth.
Results & Impact
In just a few months of executing this integrated strategy, Incredibowl underwent a remarkable transformation. The data-driven campaigns delivered tangible growth that exceeded expectations:
- Doubled Foot Traffic: The restaurant’s footfall more than doubled within the first few months of our engagement, turning a once-quiet outlet into a lively spot. (This result is in line with case studies where strategic marketing led to a 100% increase in customer visits in one quarter. Incredibowl went from having plenty of empty tables to often having a waitlist during peak tourist hours – a clear sign of success.
- Surging Online Engagement: Incredibowl’s online presence grew exponentially. Instagram followers grew by over 300% and average post engagement (likes, comments, shares) climbed steadily each month, indicating a growing fanbase. On TripAdvisor, the number of reviews tripled and the restaurant earned a Certificate of Excellence by late 2024 due to its high ratings. This virtuous cycle of engagement further boosted visibility, as peer reviews and social buzz madeIncredibowl a top-of-mind recommendation for Clarke Quay
- Improved Visibility & SEO Rankings: Thanks to our SEO and platform optimization, Incredibowl became easy to find online. The restaurant’s website began ranking on the first page of Google for relevant searches like “healthy food Singapore Clarke Quay”. TripAdvisor and Google Maps showed Incredibowl among the top recommended spots in Clarke Quay, and travelers frequently mentioned that they “found it online” or saw it in a “top 10 list of healthy eats in SG”. Essentially, Incredibowl was no longer a secret – it was firmly on the radar for health-conscious travelers.
- Brand Recognition in Clarke Quay’s Scene: Perhaps one of the most satisfying outcomes was the intangible but evident boost in brand recognition. By the end of 2024, Incredibowl had become a recognizable name among Clarke Quay food and lifestyle options. Hotel concierges and tour guides, who previously might not have known about it, started recommending Incredibowl to visitors seeking healthy cuisine. The restaurant was featured in a few travel blogs and “Best of Clarke Quay” articles. In short, Incredibowl earned its spot as a must-try experience in Clarke Quay – fulfilling the vision we pitched at the start of our engagement.
Partner with RMG for Data-Driven Growth
Incredibowl’s story showcases how a data-driven, comprehensive marketing strategy can turn an under-the-radar venue into a hotspot for its target audience. If you are a restaurant, bar, or hospitality business in a tourist area (or any business looking to attract more customers), RMG Consulting Services is ready to help craft your success story. Don’t leave your growth to chance – our team specializes in digital marketing & growth strategies that deliver measurable results, from doubling footfall to boosting online engagement. Contact RMG today to discover how we can make your establishment the next big name on everyone’s itinerary. Let’s collaborate and turn your business into the go-to destination for your ideal customers – just like we did for Incredibowl.