Shookah Lounge
Discover a slice of Persian culture at Shookah Lounge, your go-to Shisha lounge nestled in the vibrant heart of Chorlton-cum-Hardy, Manchester. At Shookah Lounge, we celebrate the rich traditions of Persian hospitality, serving up a delightful array of food and brunch alongside our premium shisha offerings. Our location at 320 Barlow Moor Rd is not just a place to enjoy a leisurely puff; it’s a cultural hub where the Persian community and locals of Chorlton come together.
But that’s not all — Shookah Lounge is also your evening destination for entertainment. With regular music and DJ nights, we bring the beats that get you moving, all in a setting that feels like a home away from home. Whether you’re looking to unwind with friends over shisha or seeking a vibrant night out, we’ve got you covered.
Objective
To increase awareness of Shookah as a unique Shisha lounge in Manchester and to draw in and engage a loyal customer base for regular custom and frequent cultural social events.
USP's
Shookah Lounge: A Unique Blend of Traditions and Trends
Nestled in the vibrant heart of the Chorlton community, Shookah Lounge proudly stands as a beacon of cultural and social gathering, setting itself apart with a unique blend of offerings that cater to a diverse clientele looking for more than just an ordinary dining or smoking experience. Here’s how Shookah Lounge carves its niche in Manchester’s competitive social scene:
A Delectable Brunch Experience
Start your day or unwind by mid-morning with Shookah Lounge’s exquisite brunch offerings. Catering to both the early birds and the brunch enthusiasts, Shookah Lounge turns every meal into a celebration of flavors. Whether you’re in the mood for a hearty breakfast to kick start your day or a leisurely midday feast, our specially curated menu promises something for every palate.
Vibrant Live Music and DJ Nights
As the sun sets, Shookah Lounge transforms into a lively hub of entertainment, featuring an exciting lineup of live music and DJ nights. Our vibrant atmosphere, combined with compelling beats and rhythms, ensures that every evening is filled with energy and dance, making Shookah Lounge the perfect destination for those looking to lose themselves in music and merriment.
Welcoming Daytime and Nighttime Clientele
Shookah Lounge uniquely bridges the gap between day and night, offering a welcoming space for both daytime diners and nighttime revelers. Whether you’re looking for a cozy spot for your morning coffee, a lively venue for your evening outings, or a tranquil corner for your nightcaps, Shookah Lounge ensures a memorable experience at any hour.
A Central Location with a Community Feel
Our prime location in the heart of Chorlton not only makes us accessible but also embeds us deeply within the community fabric. At Shookah Lounge, every guest is greeted with the warmth and hospitality characteristic of the Chorlton community, making our lounge a home away from home for locals and visitors alike.
Diverse Seating Options for Every Occasion
Diversity is key to the Shookah Lounge experience, not just in our menu and entertainment options, but in our seating arrangements as well. Choose from the airy front conservatory, perfect for shisha and daytime brunch, the cozy inside lounge for food and brunch, or the enchanting shisha garden at the back for those serene evenings under the stars. Each space at Shookah Lounge is designed with your comfort and preferences in mind.
At Shookah Lounge, we are more than just a lounge; we are a destination where cultures meet, traditions blend, and memories are made. From our mouth-watering brunches to our electrifying live music and DJ nights, from our welcoming ambiance to our strategic location and diverse seating options, Shookah Lounge offers an unparalleled experience in Manchester’s dynamic lifestyle scene. Join us and discover the charm that makes Shookah Lounge a jewel in the heart of Chorlton.
Buyer Personas
Before we can identify areas of growth, we need to understand our key buyer personas so we can tailor our experience and marketing efforts towards them. I have listed 3 potential target markets
The Brunch Aficionado
Background: Sarah is a 28-year-old marketing professional living and working in the Manchester area. She enjoys weekends exploring new brunch spots with her friends or sometimes alone with a good book.
Demographics: Female, lives in an urban setting, single, has a disposable income that she enjoys spending on dining and social experiences.
Behaviors: Sarah values aesthetics and quality in her dining experiences. She is active on social media, often posting about her culinary adventures. Word-of-mouth recommendations play a significant role in her decision-making process.
Goals: To discover unique brunch spots that offer both delicious food and an inviting atmosphere. She looks for places where she can relax, enjoy a good meal, and potentially work for an hour or two.
Challenges: Finding a brunch spot that balances quality food, a welcoming ambiance, and great coffee. She often finds places are either too crowded or too quiet, lacking a consistent vibe she can rely on.
How Shookah Lounge Appeals to Sarah: With its diverse brunch menu, serene and stylish seating options, and relaxed atmosphere, Shookah Lounge provides Sarah the perfect blend of quality, comfort, and aesthetic pleasure she seeks. The front conservatory, in particular, offers the ideal setting for her weekend brunch ritual.
The Night Owl
Background: Alex, 35, is a freelance graphic designer who thrives in the bustling nightlife of Manchester. He’s always on the lookout for new places to unwind and dance the night away, especially venues that offer live music and DJ sets.
Demographics: Male, urban dweller, enjoys a flexible lifestyle with a penchant for late-night events and socializing.
Behaviors: Engages heavily in the nightlife scene, often deciding on a venue based on the night’s DJ or band. Uses platforms like Instagram to keep up with local events and share his night out with friends.
Goals: To find unique and lively spots that offer more than just a dance floor – looking for an immersive experience with good music, diverse crowds, and a distinctive atmosphere.
Challenges: The monotony of the typical club scene and the desire for a place that feels both exciting and inviting without the pretentiousness often found in exclusive clubs.
How Shookah Lounge Appeals to Alex: Shookah Lounge’s live music and DJ nights provide Alex the vibrant and eclectic atmosphere he craves. Its central location in the Chorlton community and the dynamic entertainment lineup make it his go-to spot for a guaranteed great night out with friends or when flying solo.
The Community Connector
Background: Jamal is a 42-year-old entrepreneur who has lived in the Chorlton area for over a decade. He enjoys the sense of community and regularly seeks out local businesses to support.
Demographics: Male, established in his career, values community and tradition, often spends evenings out with friends or colleagues.
Behaviors: Prefers lounges and cafes that offer shisha as a way to relax and socialize. Values places that contribute to the local community’s vibe and where he can meet people from various backgrounds.
Goals: To unwind in a relaxed environment that feels like an extension of his home; a place where he can enjoy good shisha, conversation, and occasionally, the solitude of his thoughts.
Challenges: Finding a local hangout that balances traditional offerings like shisha with a modern and welcoming atmosphere. He seeks comfort without sacrificing the quality of the experience.
How Shookah Lounge Appeals to Jamal: The Shookah Lounge, with its back shisha garden and commitment to the local community’s spirit, provides the perfect setting for Jamal. Its blend of traditional shisha smoking in a modern and sociable environment resonates with his desire for a space that honors tradition while fostering new connections within the vibrant Chorlton community.
Similar Brands
To better understand Shookah’s position in the market, here is a brief analysis of similar Lounges in Manchester
Arabian Nites
- Prices from £20
- Open Enclouser
- DJ Nights
- Dancers & Preformers
- 2nd floor for event space
- Food and Mocktails
- Street Parking
- Unfriendly Clientele
- Overpriced, below average shisha
Lux Lounge
- Prices from £20
- Open Eclosure
- Comfortable Seating
- Premium Flavours
- Food and Mocktails
- Street Parking
- Poor Ventelation
- Serves alcohol
- Closes at 11pm
Reflexion
- Prices from £20
- Open Enclosure
- Riverside Location
- Corporatee Clientele
- Food & Mocktails
- No Parking
- Segregated Seating
- Overpriced, below average shisha
Huqqa Lounge
- Prices from £12
- Outdoor Enclosure
- Veriety of comfortable seating
- Excellent Shisha
- Live Sports Clientele
- Food and Mocktails
- No Loud Music
- 3 Hour Street Parking
Shookah Current Analysis
- Great Location
- Live music & event
- Food & Brunch
- On-site Parking
- Overpriced compared to standard rate
- Not enough TV's for Live Sports
Based on the above analysis, we need to capitalise on the negatives of our competitors, amplify our positives and bridge the gap between our market leading competitors.
Social Media Strategy
Introduction
To enhance brand awareness, engage with the local community, and drive foot traffic to Shookah Lounge by targeting three key customer profiles: the Brunch Aficionado, the Night Owl, and the Community Connector.
Strategies
1. User-Generated Content (UGC)
Instagram Hashtag Campaign: Encourage patrons to use a branded hashtag, e.g., #ShookahScenes, when posting their experiences. Feature the best posts on Shookah’s Instagram to create a sense of community.
Brunch Photo Contest: Launch a weekly “Best Brunch Snap” contest where customers can share their brunch photos tagged with #ShookahBrunch for a chance to win a free meal or discount.
Shisha Stories: Invite the Community Connectors to share their stories on Instagram or Facebook using #ShookahStories for a feature on Shookah Lounge’s social media.
2. Highlighting Facilities and Services
Feature Fridays: Every week, feature a different aspect of Shookah Lounge, such as the shisha garden, the front conservatory, or the unique brunch dishes.
Instagram Stories: Use Stories to give a behind-the-scenes look at the preparation of brunch items or setting up for live music/DJ nights.
Service Spotlights: Regular posts focusing on the premium quality shisha offerings, unique DJ sets, or signature brunch dishes.
Facebook Albums: Create thematic albums showcasing the different areas and vibes of Shookah Lounge throughout the day.
3. Promoting Social Events
Event Calendar: Share a monthly event calendar on all platforms, highlighting live music nights, DJ sets, and special brunch events.
Instagram and Facebook Live: Go live during events to capture the lively atmosphere and encourage those watching to join the festivities.
Early Bird Specials: Offer exclusive discounts or reservations for those who respond or book through social media.
Social Media Platforms
Instagram: With its heavy focus on visual content, Instagram will be the primary platform for sharing customer experiences, news about upcoming events, and unique features of the lounge.
Tiktok: Tiktok is an excellent platform for community creation and interaction.
Meetup: Meetup will be utilized for events creation, gathering RSVPs and inticing customers to come for social networking, with Shookah being the environment.
Implementation timeline
Week 1-4: Kickoff Campaign
Announce the new social media campaign through all channels.
Roll out the Instagram hashtag campaign and the Brunch Photo Contest.
Begin weekly Feature Fridays showcasing the different facilities and services.
Week 5-8: User Engagement
Analyze and leverage the data from UGC to understand what the audience enjoys most.
Encourage customers to participate in Check-in Deals and Shisha Stories, further driving UGC.
Week 9-12: Event Promotion
Promote upcoming events using targeted Facebook and Instagram ads, focusing on the Night Owl demographic.
Use Instagram and Facebook Live to showcase events, aiming for higher real-time engagement.
Continue as per the schedule ensuring smooth implementation, it will take at least 6 months to gain traction
With a consistent and engaging online presence, this strategy is aimed at not just building awareness but fostering a loyal community around Shookah.
SWOT Analysis: Shookah Lounge, Manchester
Strengths:
- Engaged Local Community: Leveraging our loyal customer base for authentic word-of-mouth marketing.
- Unique Cultural Offering: Highlighting our rich Persian heritage to set us apart in the Manchester food and entertainment scene.
- Dynamic Entertainment Options: Showcasing our varied events to appeal to a broader demographic.
Weaknesses:
- Limited Online Engagement: I plan to increase interaction rates through strategic content planning, influencer partnerships, and targeted campaigns.
- Inconsistent Content Production: My intervention here would ensure a steady, varied stream of high-quality content that aligns with brand messaging and audience interests.
- Underutilized SEO and Analytics: By implementing SEO best practices and utilizing analytics for data-driven decisions, we will extend our reach and refine our marketing efforts.
Opportunities:
- Expanding Digital Footprint: Taking advantage of underused platforms like TikTok and Snapchat to capture a younger, trend-focused audience.
- Collaborative Promotions: Launching collaborations with local artists and businesses to cross-promote and enrich community ties.
- Interactive Campaigns: Introducing user-generated content initiatives to elevate customer engagement and brand loyalty.
Threats:
- Rising Competition in Digital Spaces: I propose a cut-through content strategy that sets us distinctly apart and a proactive response protocol for engagement.
- Market Saturation: By curating a unique brand voice and leveraging niche marketing, we’ll navigate through cluttered digital spaces more effectively.
- Evolving Consumer Trends: Staying ahead of the curve with agile marketing techniques and timely content to meet the demands of a changing market dynamically.
My Approach as Your Social Media Manager:
I come equipped with expertise in digital marketing, a deep understanding of trend forecasting, and a creative mindset. I’m ready to address these weaknesses and threats head-on by:
- Crafting an all-encompassing digital marketing strategy that encompasses cross-platform branding, community engagement, and relevant content creation.
- Establishing a consistent posting schedule that harmonizes with the optimal times for user engagement.
- Running targeted ad campaigns that reach untapped demographics and reinforce brand positioning in the market.
- Upholding the reputation of Shookah Lounge through reputation management and ensure positive brand association.
I am confident that my tailored strategies will boost your online visibility, increase patronage and build your brand as the hub of Manchester’s vibrant, culturally-rich social scene. Let us transform your social media presence into an interactive, engaging, and profitable extension of Shookah Lounge’s on-ground reality.
Thank you for your consideration. I am eager to further discuss how my expertise aligns with Shookah Lounge’s mission and vision.
Summary and Conclusion
In conclusion, Shookah Lounge stands as a unique, vibrant cultural and social haven in the heart of Chorlton-cum-Hardy, Manchester, meticulously blending Persian traditions with modern hospitality. Through a carefully curated mix of delectable brunch offerings, lively live music and DJ nights, and a broad spectrum of seating options, Shookah Lounge offers an unparalleled experience that caters to both the daytime diner and the nighttime reveler. The lounge’s dedication to embodying the essence of Persian hospitality while serving as a communal hub underscores its distinctive allure.
Our forward-thinking social media strategy, emphasizing user-generated content, showcasing our diverse facilities and services, and promoting engaging social events, aims to forge a deeper connection with the local community. This approach not only enhances brand awareness but also cultivates a loyal customer base, eager to experience the unique charm that Shookah Lounge brings to Manchester’s dynamic lifestyle scene.
As we continue to embrace and highlight the rich cultural tapestry that defines Shookah, we invite everyone to join us on this journey. Whether through the mesmerizing flavors of our menu, the infectious energy of our nights, or the warm, welcoming ambiance, Shookah Lounge is more than just a destination; it’s where cultures meet, traditions are celebrated, and lasting memories are made. Come, be part of our story, and discover the enchantment that makes Shookah Lounge a cherished jewel in the heart of Chorlton.