Chau Nguyen
Content Strategist
Linh Nguyen
Designer
Background
Paolo & Chi is one of Hanoi’s most famous Italian pizzerias, having served the community for close to a decade and predating many of the larger chains that have since moved into the city. In 2020 Paolo & Chi made the best of government-mandated COVID-19 lockdowns by taking the time as an opportunity to completely redesign their restaurant. They held a grand opening in October of that year, welcoming guests into their beautiful new space and reestablishing Paolo & Chi as a place to enjoy excellently-prepared traditional italian food, and to come for a drink to relax.
Problem
The COVID-19 pandemic highlighted both Paolo & Chi’s advantages over their competition, and the risks they face. They had long been a well-known brand for pizza deliveries, which became essential to making it through lockdowns in 2020. But their reliance on western customers became apparent when many of those same customers left Vietnam to return to their home countries during the pandemic.
Paolo & Chi needed not only to build on their traditional success with delivery by increasing traffic to their new restaurant, but also to increase their share of Vietnamese customers. Their social media channels were long dormant, and revitalizing these would be essential to success.
Approach
Fourdozen worked with Paolo & Chi to develop a unique content strategy that shied away from the standard “food porn” approach of many pizzerias, and instead embraced the lifestyle elements of the restaurant that were apparent in its new space. Compelling Vietnamese-language content writing and suite of venue and menu photos were also essential to building brand affinity among Vietnamese consumers. Fourdozen publishes all of this content on Paolo & Chi’s behalf on their now-revitalized Facebook page, and an Instagram profile that we built for them.