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CASE STUDY: THE ROYAL PALACE SEAFOOD RESTAURANT
THE ROYAL PALACE
BACKGROUND
The Royal Palace Seafood Restaurant took over the former space of the iconic Golden Century, a long-standing Chinese restaurant in Sydney’s Chinatown that closed during the COVID-19 pandemic. For the Sydney food scene it was a turning point moment on who would take over the new site and what would be done with it as Golden Century was a decades long Icon in the Sydney dining scene.
The new owners had good understanding of the Chinese market but needed an agency to establish their presence among the broader Sydney dining scene, particularly with Western customers and localised diners. The challenge was to bring diners back to the older Sussex St area of Sydney’s Chinatown especially since there was alot of competition in the area from newer dining precincts in the area such as Darling Square which were much newer and drawn people away from the area
​​As this was a new re-launch Cpm had to make sure that the messaging was right, that the right food press picked up the story and the new restaurant would get high visibility. What was of large importance was showcasing the new Yumchaa service on the site, which the previous restaurant never had. The new restaurant also had expanded to a large 600 seat capacity with 170 seat private function space.
Strategy & Execution
The resultant campaign was a large success CPM managed their social media, paid ad campaign, influencer marketing campaign, Google localised updates and public relations efforts to ensure maximum exposure.
Our campaign focused on:
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Capturing the essence and showcasing the new food offering via the best food photographers. Captivating reels showcasing the vibe and food of the new food menus.​
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Showcasing their high-quality seafood and yum cha offerings to the wider Sydney community
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Positioning the restaurant as a late-night dining hotspot which stayed open until late on the weekends
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Highlighting their three-level dining space, including a 600-seat capacity, live seafood tanks, and a 175-seat private function space .
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Running targeted ads to attract customers beyond Chinatown, reaching food lovers across Sydney.
Most importantly for a new offering we secured top media coverage,with our PR being, picked up by all the major food press such as:
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Concrete Playground: Praised the restaurant’s extensive seafood menu, including pipis in XO sauce and Singapore chilli crab
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The Urban List: Featured the Royal Palace as a must-try for food lovers across Sydney
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Eat Drink Play: Highlighted its late-night dining and vibrant atmosphere
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Broadsheet: Recognized the venue’s modern take on Cantonese dining
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Time Out: Featured it as one of the best places for yum cha in Sydney
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SMH Good Food Guide
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Delicious Magazine
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Not quite Nigella
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Boss Hunting
Our PR also continued well after launch ensuring that The Royal Palace was featured multiple times on “ Best of lists” in multiple food publications, continuing it’s popularity.
Results
After opening, Royal Palace Seafood Restaurant has been a huge success and making it’s own legacy, drawing both local and international guests. The Yum cha in particular has been extremely popular and a major drwacard into the area. Thanks to our marketing campaign, the restaurant quickly became a go-to destination not just for yum cha but for premium seafood and private events.
Our strategic approach ensured that The Royal Palace launch and marketing was not just a replacement for Golden Century, but a new landmark in Sydney’s Chinese dining scene.
By combining expert storytelling, digital strategy, and influencer marketing, CPM helped transform a historic restaurant space into a modern success story—keeping the legacy of Chinatown’s best dining alive while attracting a whole new audience.
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