Glossy Heifer Grill
Showcasing a Hidden Gem
The owners of Glossy Heifer Grill contacted me to help them refresh their image and to help with spicing up their social media presence. This included photography/food photography, videography and a new menu design. This was a project that was spread out over several months! We decided the best course was to make the restaurant feel approachable and friendly with lots of warm vibes. The interior of the restaurant along with the beautiful presentation of each dish showed that they were already 90% of the way there. They just needed a bit of help getting that last little bit of "oomph." After a brainstorming session, we decided that there were a few areas to really focus on: raising awareness and increase review frequency on Google, increase the quality and quantity of social media posts and to cap off the project with a video ad and a new menu design to bring some brightness and contrast into the restaurant. We knew that we needed photos... lots of them... so that's where we started.
With a healthy number of great photos, it was time to start making edits and to start posting to social media accounts. The main accounts we focused on were Instagram, Facebook and Google.
Social media engagement was on the rise and perceived value had been greatly increased, but it wasn't actually converting to sales. So we decided to put more of a focus on Google and bringing in a steady stream of positive reviews. After a bit of discussion, it was agreed upon that service steps and earning incentives would be slightly altered.
It was important to hammer home with the serving staff that Google reviews is a major component in bringing in new customers and establishing new "regulars." To add incentive, the owners awarded $20 for every positive review that also featured the server's name. This ensured that the staff was making meaningful connections with guests, thus increasing the likelihood of the guest returning and increasing overall sales. In an effort to help the servers with this new process, I created a card that the server could slip in with the guest check at the end of the meal. The QR code took the guest directly to the Glossy Heifer Google Maps location for a quick and easy way to write a review.
The last major part of the project with Glossy Heifer Grill was coming up with a new, reworked menu design that follows the new design direction reflected in social media posts and photos. After several weeks of already working with this great restaurant, things quickly clicked together for the menu design. The old menu was a bit difficult to read, especially in the dimnly lit restaurant, so it was an easy decision to go with a brightly colored menu.
With the project finally coming to a close, there was a few last minute items that I decided to throw in; and that was a few looping videos and a quick video ad.