Arabic and English social media calendar for a Dubai restaurant group

Saffron & Sumac runs four restaurants in Dubai: two Levantine grills in JLT and Al Barsha, and two Indian kitchens in Karama and Dubai Hills. Sales are about AED 22 million a year. Each outlet manager runs their own Instagram account. Some post every day, one has not posted in six weeks, and the tone ranges from formal Arabic to English slang. Delivery apps bring 45% of orders, and the group pays them high commissions, so the owners want more direct bookings and walk-ins.

The group marketing manager, Noura Al Hammadi, wants one plan across all four outlets that: - keeps each restaurant’s character but uses one shared voice in Arabic and English; - plans eight weeks of posts and short videos for Instagram and TikTok, including Ramadan iftar and suhoor offers if the plan overlaps it, and the Friday to Sunday rush; - includes ten finished sample posts in both languages; - sets up a simple approval and reply process so comments and messages are answered within two hours during opening times; - tracks a few numbers each month: reach, saves, profile visits, link clicks to the booking page and direct bookings.

You can use the real accounts of any restaurants in Dubai for the audit of competitors, but the client is fictional, so create the client’s own audit data from a reasonable starting point. If you do not read Arabic, work with a native speaker and name them; never publish machine-translated Arabic. Done looks like an audit, a voice guide, a calendar, ten sample posts, a community management guide and a report template.