Background

Legends Butt Halal Meat is a fast, casual restaurant in Maryland, USA, serving cozy food like grilled platters and combo meals. Their unique value proposition is offering customers fulfilling and flavourful meals in a relaxed setting and quickly. Before Media Feathers’ involvement, this UVP wasn’t highlighted. Secondly, they had an Instagram page and a website that listed their menu with imagery, but it wasn’t cohesive, making their entire online presence underwhelming. It became clear that the restaurant needed a stronger social media approach. Something that could actually show their food and the dining experience online, help people engage with the brand, and ultimately get them to visit or place an order.

Pinpointing the Issues 

Although Legends Butt Halal Meat was still growing and had an extensive menu with attractive items, when it came to online channels, several things were lacking:

• Post on social media accounts had an inconsistent style and design, making everything look mismatched and unprofessional, compromising the brand’s trustworthiness. 
• The bold style that the website had wasn’t implemented on social media, making it look irrelevant to each other and confusing for customers. 
• The Instagram feed only had food photos but no engaging content, like how the food is made or packaged.  
• Captions weren’t encouraging users to act, try the restaurant or engage with the post like sharing with friends.  
• There were no videos for the customer to see how the dining experience and the posts lacked storytelling and human experience. 
• Legends Butt Halal Meat biggest draw, their combo meals and value deals, weren’t highlighted through promotional content or clear posts telling what’s included. This was limiting their potential audience.
  

Legends Butt Halal Meat needed a unified social media presence that was visually appealing enough to make users crave the food and increase footfall.

What we did to Improve Digital Outreach

At Media Feathers, our strategy was to make their social media structured and polished, and designed to showcase Legends Butt Halal Meat food and brand personality consistently.

Our team worked closely with the Legends Butt Halal Meat owners to determine what things needed to be made prominent in the content, which were:

• Menu Highlights, which included their signature dishes and best value combo offers.
• Behind the Scenes like filling up the trays with all the ingredients that made for a tempting reel.
• Customer Experience, including user-generated content and customers’ picks.
• Engagement Hooks, including trendy stories targeting local Muslims, polls, and interactive captions, to spark conversations through the audience’s opinions.
  

Changes we Made to Follow this Plan

• Decided on and implemented a style of food photography and editing that was similar to the website and looked most professional to solidify the visual identity.
• Captions were written by our copywriters to engage users and urge tagging and sharing with the help of a clear CTA.
• Posting was scheduled for maximum engagement and brand recall.
• Highlighted offers and combos through promotional content Integration of promotional content.
  

The layouts and creatives were matched with Legends Butt Halal Meat brand persona, planned to target sensory responses, make the feed appetizing and mimic an in-restaurant experience.

Challenges Addressed

The main challenges were ensuring visual consistency and making the audience engage.

• We standardized color tones and style of photography across posts to match the website’s high contrast design.
• Developed ideas for captions and posts that made the customers interested in menu items and in the social media account.
  

Impacts Our Strategy Achieved

After the implementation of Media Feathers’ strategy:

• The Instagram account started looking more professional and had a consistent theme mirroring the flavours the restaurant offers. 
• The audience started engaging with posts because of thought-provoking captions and appetizing food videos. 
• Users started showing interest in the restaurants through comments and more orders started to come in.

Through this plan and execution, Legends Butt Halal Meat social media became a platform to make the menu items look appealing, inform the audience of offers and customer experiences, boosting the restaurant’s offline operations.

The Results

In the case of Legends Butt Halal Meat, the only problem wasn’t how the food was photographed. The entire social channels needed refurbishing. Media Feathers turned the experience that was previously all over the place into an account that felt branded and intentional and something their audience will engage with.

Their socials now mirror the experience that one would get in person at the restaurant. This built trust and made their potential customers interested before they even experienced the restaurant. This project made it clear how some strategic thinking of an experienced digital marketing team, combined with a visual culinary narrative, can do a lot. It increases engagement and turns a business into a brand that is trusted by the audience.