The Southerleigh Hospitality Group in San Antonio, Texas operates three of the city’s most popular restaurants – Southerleigh Fine Food and Brewery, Haute South and Mon Chou Chou – and each has its own unique menu, personality, style and social media accounts. The restaurants also contend with their own distinct social media challenges.
After six strong years in business, one is nurturing loyalty and focused on retaining its share-of-wallet. The second opened in December 2020 and needs to re-generate awareness and attract diners. The third also opened during the pandemic, but in the face of stiff neighborhood competition, its focus must be staying top-of-mind.
Just as one-size-fits-all doesn’t work for the restaurants’ operations, neither does it work for social media strategy and messaging. So, we created and are executing three unique strategic social media strategies. For Mon Chou Chou, we highlight its culinary excellence and infuse a sense of romance and mystery into the dining experience. Southerleigh Fine Food and Brewery’s social features new menu items and its craft beers brewed on site. For Haute South, posts shine a light on its enticing cocktails, happy hours and specials.
All three restaurants continue to attract new followers and have seen a remarkable increase in engagement with those followers.