01 · THE CLIENT
02 · SWOT ANALYSIS
We started by mapping the restaurant's current position: what's working, what's holding it back, and where the real opportunities are.
STRENGTHS
- 20+ years combined culinary experience
- Loyal word-of-mouth customer base
- Competitive pricing drives volume
WEAKNESSES
- Physical appearance doesn't reflect food quality
- No DoorDash or Uber Eats presence
- Inconsistent social media and branding
OPPORTUNITIES
- Delivery apps to reach broader local audience
- Food content performs well on TikTok/Instagram
- Authentic atmosphere is a real differentiator
THREATS
- Similar chain restaurant moving nearby
- Rising ingredient and supply costs
- Losing customers to delivery-enabled competitors
03 · 4 P'S ADJUSTMENTS
Using the 4 P's framework, we identified specific, actionable changes across each dimension of the business.
PRODUCT
REFINE & ADD
New authentic dishes, improved food presentation for social shareability, open kitchen concept.
PRICE
BUNDLE DEALS
Value meal bundles during peak hours to compete with chains on price without sacrificing quality.
PLACE
GET ON DELIVERY
Join DoorDash and Uber Eats. Not being there means losing customers to restaurants who are.
PROMOTION
BUILD DIGITAL
Consistent TikTok/Instagram strategy, geo-targeted ads, loyalty cards to drive repeat visits.
04 · RECOMMENDATIONS
Our final recommendations split across two channels: digital for reach, traditional for retention.
DIGITAL
TikTok and Instagram with behind-the-scenes food content, geo-targeted paid ads within 5 miles, and consistent organic posting 3–4x/week to build authentic presence.
TRADITIONAL
Loyalty card program rewarding repeat visits, sidewalk A-frame signage, branded to-go bags, free sampling in nearby apartment complexes and office parks.
05 · BUDGET & ROADMAP
$600–$1K
/month
/month
Weighted toward digital (60%) for maximum reach at minimum cost, with the remainder on content production and traditional materials.
MONTHS 1–4
FOUNDATION
Brand identity refresh, professional photos, launch TikTok & Instagram, loyalty cards, sign up for delivery apps.
MONTHS 5–8
GROWTH
Review delivery performance, start paid ads, decor upgrades, expand loyalty program with birthday rewards and surveys.
MONTHS 9–12
SCALE
Newsletter launch, influencer collabs, Atlanta-wide ad targeting, year-in-review community post.
06 · REFLECTION
WHAT I LEARNED
Leading this project gave me a real taste of what it means to coordinate a team toward a shared deliverable, keeping everyone aligned, managing timelines, and making sure the final plan came together as a cohesive whole rather than disconnected pieces. Working on a real local business made the stakes feel genuine. The biggest takeaway: good marketing strategy isn't about spending more, it's about being intentional with where and how you show up. For a small restaurant competing against chains, authenticity is the competitive advantage.