THE FATTY CRAB
Elevating a NOLA-Style Cajun Seafood Experience with Restaurant Campaign Strategies and Organic Social Media Marketing
Introduction
Button Up Media has always been dedicated to helping restaurants thrive in a competitive digital landscape by leveraging the power of organic social media marketing. Our work with The Fatty Crab, a NOLA-style Cajun seafood restaurant, exemplifies how a well-executed strategy can significantly boost a restaurant's digital presence, enhance the popularity of key offerings, and drive substantial revenue growth—all without the need for paid advertising.
When The Fatty Crab approached us, they were concerned about the potential decline in popularity of their highly successful All You Can Eat (AYCE) Brunch, priced at $39. This weekend offering had been performing exceptionally well, but the ownership feared it might eventually lose its appeal. Our task was to not only maintain the momentum of the AYCE Brunch but to increase its popularity and extend its longevity. Additionally, we were asked to boost the overall digital presence of The Fatty Crab and enhance the visibility of their promotions.
Client Background:
The Fatty Crab is renowned for its NOLA-style Cajun seafood boils, offering a vibrant and flavorful dining experience that resonates with both locals and tourists. Their AYCE Brunch, a weekend staple, was a major draw for the restaurant, but with an ever-competitive market, the ownership wanted to ensure its continued success and explore opportunities to increase digital engagement and promotion visibility.
92,000
Followers Gained
17.5 Million
Impressions | Views
6%
Engagement Rate
1.1 Million+
Total Engagements
Challenges
The main challenge was to sustain the popularity of an already successful AYCE Brunch while also expanding The Fatty Crab’s digital presence and ensuring that new promotions reached a wide audience.
OBJECTIVES
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Sustain and boost the popularity of The Fatty Crab’s AYCE Brunch.
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Increase The Fatty Crab’s overall digital presence.
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Promote new deals and offerings, ensuring they reach a wider audience and drive additional revenue.
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Improve weeknight sales through targeted event promotions.
SOLUTION
By focusing on high-quality, visually appealing content and leveraging the charisma of The Fatty Crab’s staff, we were able to create a consistent stream of engaging videos that not only maintained but boosted the popularity of the AYCE Brunch. Our targeted event promotions, such as "Heat Up the Night," were also key to driving additional revenue during typically slower periods.
REVENUE IMPACT
Tuesday AYCE Revenue: After launching a series of videos promoting the AYCE Brunch on Tuesdays, The Fatty Crab saw their average revenue jump from $5,000 to $12,000—a significant increase that demonstrated the effectiveness of our campaign.
Uber Eats Sales: Promoting the BOGO shrimp Cajun boils on Uber Eats resulted in a dramatic increase in daily sales, from an average of $900 to $2,000—more than doubling the revenue.
Weeknight Sales: The "Heat Up the Night" event led to a substantial increase in weekday sales, with daily revenue jumping from $6,000 to $10,000 on event nights, driven purely by organic social media promotion.
STRATEGY
Visual Content Creation:
Our strategy centered around creating visually compelling content that highlighted the quality and appeal of The Fatty Crab’s seafood offerings. We focused on:
Close-Up Shots: We used close-up dips, sauce pours, and butter drizzles to showcase the juiciness and freshness of the seafood, emphasizing the luxurious experience of dining at The Fatty Crab.
Food Styling: A significant amount of effort was placed on food styling, ensuring the crab legs looked irresistible and the shells came off cleanly, which added to the visual appeal and enticed viewers.
Voice Over Video Strategy:
We employed our unique selling proposition voice over video strategy to create content that not only showcased the product but also communicated the incredible value of The Fatty Crab’s offerings. This included highlighting the AYCE Brunch, as well as other promotions, in a way that was both engaging and persuasive.
Staff-Driven Content:
Leveraging the popularity and personality of The Fatty Crab’s staff, we created a series of videos where staff members announced new promotions and deals available on platforms like Uber Eats, the restaurant's website, and for dine-in customers. This approach added a personal touch and helped build a connection between the restaurant and its audience.
Event Promotion:
To drive weeknight sales, we introduced the "Heat Up the Night" event during the 2023/2024 basketball season. This event was promoted solely through organic social media and involved hosting watch parties for Heat games, complete with a live DJ and an arena-like atmosphere.
FUTURE OUTLOOK
With The Fatty Crab’s continued success, we look forward to exploring new ways to keep their digital presence vibrant and engaging. Our ongoing partnership will focus on adapting to the latest trends in social media while staying true to the authentic, mouth-watering content that has driven so much of The Fatty Crab’s success.
