Introduction

BarleyCorn’s Public House was a brand-new gastropub looking to make a splash in a competitive culinary scene. As a newcomer, the restaurant wanted to create immediate buzz, build a loyal community, and draw more foot traffic during slower periods like lunchtime. The owners partnered with Design Hiro to develop a standout brand presence and strategic marketing campaign that would put BarleyCorn’s on the map as a vibrant social destination. Design Hiro crafted a compelling narrative around BarleyCorn’s commitment to craft quality and community-driven experiences, setting the stage for a successful launch in the local market.

Objectives

• Establish BarleyCorn’s as a go-to social hub: Launch the brand as a vibrant, must-visit local restaurant and gathering spot from day one.
• Increase brand awareness: Generate buzz and recognition for BarleyCorn’s across the community and online channels.
• Engage customers on social media: Build an active following and foster two-way interaction with patrons on key social platforms.
• Drive lunchtime foot traffic: Attract more guests during traditionally slower dayparts (especially the lunch hour) through targeted promotions.
• Boost overall sales: Convert heightened interest and engagement into increased reservations, orders, and revenue growth.

Strategy & Implementation

• Brand Story & Messaging: Design Hiro developed a unique brand story highlighting BarleyCorn’s commitment to craft brewing, fresh ingredients, and a welcoming community vibe. This narrative became the foundation for all marketing communications and in-store experience.
• Social Media & Email Campaigns: We leveraged popular social platforms (Facebook, Instagram) and targeted email blasts to generate excitement before and after launch. Regular posts, teaser videos, and exclusive email offers engaged potential patrons and kept BarleyCorn’s in the local conversation.
• Website Launch & Digital Ads: Our team designed a user-friendly website featuring online menus, an integrated reservation system, and mouth-watering visuals. Concurrently, we ran geo-targeted digital advertising campaigns (Google and social ads) to reach nearby audiences and drive traffic to the new site for reservations and takeout orders.
• Influencer Partnerships: We collaborated with local food bloggers and influencers to amplify BarleyCorn’s debut. Design Hiro organized tasting events and sneak peeks, which influencers shared with their followers – showcasing the pub’s unique offerings and atmosphere to a wider audience and lending third-party credibility.
• Promotional Campaigns: To boost midday and weeknight visits, we crafted special promotions like weekday lunch deals, happy hour specials, and themed event nights. Each campaign was promoted heavily via social media and email, encouraging first-time trials and repeat visits during off-peak hours.

Results

• Surging Brand Awareness: In the first three months post-launch, local awareness of BarleyCorn’s grew by about 50%, firmly establishing the pub as a prominent new destination in town.
• Social Media Buzz: Online engagement soared 180%, as the community actively liked, shared, and commented on BarleyCorn’s content. This buzz not only spread the word rapidly but also created a sense of loyalty and excitement among followers.
• Increased Foot Traffic: Lunchtime patronage climbed by roughly 30%, a direct result of our targeted lunch promotions and community outreach. This uplift in daytime traffic carried over into overall sales gains, validating the effectiveness of Design Hiro’s daypart-focused strategy.

Digital Conversions: Our integrated web and advertising strategy paid off with a 25% uptick in online reservations and to-go orders. The seamless digital experience and targeted ads successfully converted curious browsers into paying customers, highlighting the power of a strong online presence.