How This Japanese Restaurant Uses Tripadvisor to Appeal to World Travelers

Rabu Higashi Ginza is a chain restaurant offering a fresh take on Japanese shabu-shabu cuisine. Here's how they use Tripadvisor to attract new customers.

Welcome to Rabu Higashi Ginza, Japan

Located in the trendy Ginza neighborhood, Rabu Higashi Ginza specializes in Kirishima Black Pig Shabu-Shabu. "What’s special about our shabu-shabu is that the black pig is served with a sauce made with leeks and the meat’s juices. It has a delicate taste and is popular with everyone," says Mr. Shohei Chino, the restaurant's manager. "Also, thanks to its location, we're often used for corporate dinners. We offer different types of seating, from private rooms to rooms with tatami mats.”

The Challenge: Developing a New Sales Channel

Even while offering a wide range of dishes and wagyu beef in addition to specialty shabu-shabu, corporate banquet sales are on the decline. Says Mr. Chino, "Because our restaurant is subject to seasonal fluctuations, the recent decline in corporate events means that it's necessary to develop new sales channels."

That's where Tripadvisor comes in. Primarily, Mr. Chino seeks to target tourists who may not have heard of Rabu Higashi Ginza — or even know what shabu-shabu is. "First, we [focused on] exposure to make the restaurant more well-known. Reviews are key, which is why we started to use Tripadvisor," says Mr. Chino.

How They Use Tripadvisor

"Since we started advertising with Tripadvisor, I was able to approach a new customer base. The restaurant's average monthly page views rose by about 960%. The average monthly number of customers also rose by 890%." Shohei Chino

Restaurant Manager, Rabu Higashi Ginza

To attract more people to their restaurant, Rabu Higashi Ginza updated its restaurant details and started using Tripadvisor Ads.

Says Mr. Chino, "Since we started advertising with Tripadvisor, I was able to approach a new customer base. The restaurant's average monthly page views rose by about 960%. The average monthly number of customers also rose by 890%."

Using Ads also impacted their official website, drawing in new customers from around the world. Adds Mr. Chino, "Tripadvisor Ads is easy to use, as it allows you to see what your Ad looks like. Also, it's great that you can check [your results in] detail in the dashboard."

Results

Rabu Higashi Ginza used Tripadvisor Ads to raise brand awareness. "With Tripadvisor, the average number of tourists is about two to three times higher than a year ago, so we do feel that using Tripadvisor has been beneficial,” says Mr. Chino.

"Reviews have an extremely big impact [on our business]. I think we are finally at the stage where we are able to attract new customers."

See what Tripadvisor Ads can do for you

See what Tripadvisor Ads can do for you

Last Updated: 23 May 2019

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