The Challenge: Great Food, Invisible Marketing
When I first met Sarah, the owner of Moxie Burger in Atlanta's Virginia-Highland neighborhood, she was frustrated. Her restaurant served incredible food—handcrafted burgers with locally sourced ingredients, creative weekly specials, and a cozy atmosphere that locals loved. But weekends were inconsistent. Some Saturdays they'd be packed, others surprisingly slow.
The problem wasn't the food or service. It was visibility. Sarah was posting sporadically on social media, had no system for encouraging reviews, and wasn't leveraging her strong local reputation. She needed automation that would work even during her busiest weeks.
The Weekend Anticipation Campaign
The Strategy:
We created a weekly content schedule that built anticipation for the weekend, starting mid-week. Each post had a specific purpose in driving weekend traffic.
The Schedule:
- • Tuesday: Weekend preview teasing special dishes
- • Thursday: Behind-the-scenes prep for weekend specials
- • Friday: Happy hour launch with countdown timer
- • Saturday: Live brunch/lunch special highlights
- • Sunday: Brunch urgency ("Last call for our famous pancakes!")
Results After 30 Days:
The Review Generation Engine
The System:
We implemented a step-by-step system for converting happy customers into online advocates. Every server was trained to identify delighted customers and guide them through a simple review process.
The Process:
- • Server identifies enthusiastic customers during the meal
- • QR code cards placed on tables linking to review sites
- • Follow-up text with direct review links sent 2 hours after visit
- • Personal thank you messages for customers who leave reviews
Results After 60 Days:
The Local Community Connection
The Approach:
We positioned Moxie Burger as the neighborhood's unofficial community hub by actively engaging with local events, businesses, and residents.
The Tactics:
- • Google Alerts set up for Virginia-Highland neighborhood events
- • Cross-promotion posts with nearby businesses
- • Weekly "neighborhood tips" positioning Sarah as local expert
- • Sponsorship mentions for local sports teams and school events
Results After 90 Days:
The Combined Impact
Weekend Traffic Results:
The Time Investment
Setup Week
Initial content creation, automation setup, and staff training
Weekly Maintenance
Content updates, community engagement, and performance monitoring
How to Implement This at Your Restaurant
Week 1: Foundation
- • Audit current social media presence
- • Create content calendar template
- • Train staff on review generation process
Week 2: Content Creation
- • Schedule 4 weeks of anticipation posts
- • Set up Google Alerts for local events
- • Create QR codes for review requests
Week 3: Launch
- • Begin automated posting schedule
- • Start review generation process
- • Monitor engagement and adjust timing
Week 4: Optimize
- • Analyze first month's performance data
- • Refine posting times and content types
- • Scale successful tactics
Your Next Steps: Start This Weekend
Pick one strategy and implement it for 30 days. Or book a consultation to shortcut your setup and get all three systems working together from day one.
About the Author
Nikita Brown spent 17 years in the restaurant industry before founding Rooted & Rich Marketing and creating GA Bite, Georgia's premier restaurant directory. She helps restaurant owners automate their marketing so they can focus on what they do best.