For restaurants, nothing gets butts in seats quite like social media, so LovelyPixels worked to give Proof on Washington a strong social media stack that reinforced their personality and let their culinary take the lead.
The first step for LovelyPixels was translating their visual branding into a flexible stack of elements and templates that they could use to manage their accounts. Rather than contacting us every time they needed something, we took repeatable systems into account and helped them be more self sufficient without sacrificing their new brand aesthetics.
Events, menu features, whiskey pours, seasonal cocktails, hiring announcements, live music and restaurant updates can all feel fresh while remaining unmistakably part of the Proof on Washington brand.
The brand team also established a content direction and brand voice that gives Proof permission to have some personality. Their social media content often borrows from the same world we created across its menus and website: revolutionary references, tavern language, whiskey culture, local history and just enough sass to keep things interesting for the locals.
This framework becomes especially valuable as they launch live music and an event calendar. As they continue to grow, our continued delivery of social graphics and promotional systems grows too. Establishing SOPs for new evnets, announcement cycles, building anticipation, reminding followers and event recaps afterwards.
Deep dive on specific areas of this project:
But instead to build a system and digital personality inside of a practical marketing toolkit that their team could actually use.
From a new cocktail launching on the menu to a musician taking over the patio, Proof now has the visual social deck, content direction, messaging and creative framework to get the word out quickly – without sacrificing the brand we’ve worked so carefully to build.
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Whenever possible, we recommend having important menu content available as searchable HTML on the restaurant website design rather than relying exclusively on a PDF. This gives search engines more information about what your restaurant serves while creating additional opportunities to rank for individual dishes, cuisines, and dining-related searches.
Local SEO helps restaurants appear when people search terms like “restaurants near me,” “best restaurants in [city],” or specific cuisines and dining experiences. An effective strategy connects your website, Google Business Profile, menu content, reviews, location signals, and other local listings to increase visibility and drive measurable actions.
Start with infrastructure before adding more tactics. Make sure your brand is clear, website works, analytics are installed, Google presence is optimized, photography represents the experience, and your messaging is consistent. Once that foundation exists, SEO, social media, advertising, email, and promotions can work together instead of operating as disconnected efforts.
A restaurant website is often the last stop before someone decides where to eat. Great restaurant web design makes it easy to view menus, hours, location information, events, reservations, and other essentials while using strong photography and branding to make the experience desirable before a guest arrives.
We look beyond likes and impressions. Depending on the campaign, meaningful restaurant marketing KPIs can include search visibility, website traffic, menu views, calls, direction requests, reservations, orders, customer acquisition, average check, and ultimately sales growth. Our strategy team likes to dig in and thread together end-to-end performance to tell as much of the story as we can, leaning into our marketing metrics, your POS system, GMB traffic, event tickets, sales trends and YoY comaprisons.
Simply put – because each channel makes the others stronger. When the same strategy connects your restaurant branding, photography, website, search presence, content, and social media, guests receive a consistent message everywhere they encounter the restaurant. Instead of a collection of marketing tactics, you get a system designed to turn attention into actual visits and revenue.
