Project overview
The group runs three restaurants in Manchester city centre. Weekends were busy, but Monday to Wednesday covers were well below capacity.
They asked us to use social media to fill midweek tables, not just grow followers.
Busy weekends, empty Tuesdays
Three issues limited social media's impact:
No strategy
Posts went out when someone had time, with no plan or goal.
No midweek reason to visit
Content didn't give people a reason to come on a Tuesday.
Ads boosted at random
Occasional boosted posts reached people outside Manchester.
What success looked like
- Grow midweek bookingsby at least 40%.
- Build a consistent content rhythmacross Instagram, Facebook and TikTok.
- Track bookingsfrom social media.
Our approach, step by step
- 1
Strategy Weeks 1–2
Defined content pillars, a weekly rhythm and midweek offers, with tracking for bookings from social.
- 2
Content production Ongoing
Monthly shoots for reels, dishes, the team and events, scheduled a month ahead.
- 3
Paid social Months 1–4
Targeted ads to people within a few miles promoting midweek menus and events.
- 4
Community Ongoing
Daily replies to comments and messages, with booking links ready.
Before and after: key metrics
Social media and booking performance before we started vs month four.
| Metric | Before | After | Change |
|---|---|---|---|
| Midweek bookings per month | 410 | 672 | ▲ 64% |
| Instagram monthly reach | 18k | 58k | ▲ 3.2x |
| Bookings from social | 35 | 190 | ▲ 5.4x |
| Cost per booking (ads) | – | £2.10 | New |
The results
Midweek bookings grew month on month as content and ads worked together.
“Tuesdays used to be our quietest night. Now they're some of our busiest outside the weekend.”