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Food & Hospitality · Social
Filling the midweek tables.
Weekends were packed, Tuesdays were quiet. We built a midweek social engine that put covers on the calendar.
SocialHospitality
- +38%
- Midweek covers
- ×4.2
- IG reach / mo
- +126%
- Reservation clicks
Timeline
One quarter.
Challenge
A neighborhood restaurant was fully booked Friday through Sunday and painfully quiet Tuesday through Thursday. The social feed leaned on weekend energy and did nothing to move demand into the softer nights.
Strategy
Design midweek programming worth posting about. Put the chef on camera. Run event-driven paid social bursts aimed at the exact zip codes that already loved the weekend menu.
Execution
- Midweek programming calendar built with the chef
- Chef-led short-form video series for IG and TikTok
- Event-driven paid social bursts targeting local zips
- Reservation-first CTA structure across every post
Outcome
Midweek covers climbed 38% within one quarter, and the restaurant now has a repeatable social rhythm that fills the calendar instead of chasing it.
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