The brief
A regional restaurant group with one well known original location and four newer branches that struggled for visibility, since all social activity and word of mouth was concentrated around the first restaurant.
How we would approach it
Treat each location as its own small account inside one strategy
Instead of one brand feed, we would run location tagged content for each branch, so a resident searching the area actually sees food and ambience from their specific restaurant, not a generic brand reel shot somewhere else.
Lean on food forward short form video over static posts
For restaurants specifically, short vertical video of the food being made or plated consistently outperforms static photography on reach and saves, so the content mix would weight heavily toward quick process and plating clips over polished photoshoots.
Geo targeted paid social around a two to three kilometre radius
A tightly geo fenced paid campaign around each new location, timed to lunch and dinner dayparts, rather than one city wide budget that spreads thin across areas with no realistic walk in radius.
Use a simple, trackable incentive for first time visits
A specific, time boxed offer tied to showing the Instagram post or reel in store, which both drives the first visit and gives a clean way to measure how many walk ins actually originated from social rather than guessing.
What this approach is built to deliver
Each new location building its own local audience and recognisable presence rather than living in the shadow of the original branch, with a paid spend concentrated tightly enough on a realistic walk in radius that it is not wasted on people who would never make the trip.