Mamma Brown's
Barbecue
Reposition To Stay Smokin' Hot
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In 1995, Mamma Browns BBQ opened in Mt Pleasant, SC. Serving delicious whole hog bbq and fresh home grown sides, Mamma Browns quickly became a local favorite. For almost 30 years, Mamma Browns has operated an extremely successful restaurant and catering business in Mt. Pleasant, SC
My Role
The restaurant industry is one of the most competitive industries. In order to remain successful, restaurants must continue to innovate & provide customers more value than their competition. Due to increased competition, customer preferences changing towards elevated BBQ, restaurants with a full bar, and establishments that offer additional entertainment; Mamma Browns needed to re-position the business for future success. I was approached to help develop and implement a repositioning strategy so the restaurant could start transitioning into a catering business. .
Services
Marketing Collateral
Logo Creation
Mamma Brown's BBQ did not have an official logo, and relied on a generic wordmark in all advertising.
I created several logo options to increase brand identity & awareness.
- The logo center includes a colorful, eye-catching pig to capture attention & signify whole-hog bbq.
- The logos included the restaurant location & amount of time in business.
Business Cards
The resaurant offered many catering options other than barbecue, such as oyster roasts, low counIry boil, and other southern favorites. To ensure potential customers knew the menu wasn't exclusively barbecue, I created new marketing collateral for Mamma Brown's catering business. The cards included an updated logo referencing southern cuisne instead of only Carolina BBQ.
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Results
The new website was extremeluy successful. Within 90 days metrics were up accross the board. Additionally, there was a huge boost to Mamma Brown's catering business. Catering became so successful she decided to close the restaurant and cater full time 6 months later.
RETAIL FOOTPRINT
PRODUCT SALES
WEBSITE VISITS
Website design & Development
Redesigned & rebuilt Mamma Brown's website.
- Built with WordPress.
- Built site with components that allowed employees to regularly update the website without the need for developer assistance.
- Fully responsive to ensure device compatability.
The new website included the latest specials, social media interaction, an about page focused on homegrown, farm to table veggies, and a page devoted solely to catering.
The website had two primary goals:
- Promote the catering business and allow customers to book directly through the website.
- Become the primary source of communication and information hub once the physical restaurant closed.
Social Media
Created Mamma Brown's Instagram account & provided intitial content that could be replicated in future posts.
- Posts focused on daily specials, high quality food pics, upcoming events, memes, and general information.
- Increase brand visibility and awareness.
- Allowed the restaurant to interact with customers, answer questions, & monitor customer preferences.
- Drive customers to the updated website.
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Proposed Solutions
Grow Mamma Brown's catering business because it's success is not affected by the constraints of the physical restaurant.
- Develop an interactive & informative website that promoted MB's catering options & service levels, and allowed customers to book diretly through the website.
- Create social accounts & set up a Google My Business Account to drive local traffic to the new website & increase customer interaction.
Promote Mamma Brown's homegrown, farm-to-table, fresh vegtables served as sides at the restaurant and when catering.
- Unlike the competition, all of the vegetables served in the restaurant were grown on the family farm.
- It was a competitive advantage competitors could not replicate, and therefore was an effective way to differentiate the restaurant.
Results
search discovery
Total Views
Customer actions
Marketing Collateral
Logo Creation
Mamma Brown's BBQ did not have an official logo, and relied on a generic wordmark in all advertising.
I created several logo options to increase brand identity & awareness.
- The logo center includes a colorful, eye-catching pig to capture attention & signify whole-hog bbq.
- The logos included the restaurant location & amount of time in business.
Business Cards
The resaurant offered many catering options other than barbecue, such as oyster roasts, low counIry boil, and other southern favorites. To ensure potential customers knew the menu wasn't exclusively barbecue, I created new marketing collateral for Mamma Brown's catering business. The cards included an updated logo referencing southern cuisne instead of only Carolina BBQ.
Completely Redesigned and Rebuilt Mamma Browns' website
PProminently feature, and promote Mamma Browns' catering business.
Allow customers to book and pay for catering directly through the new website.
Become the primary source of communication & serve as the information hub once the restaurant closed
Built with WordPress on the Generatepress theme. Extremely lightweight and fast for amazing performance.
I used site components that are relatively user friendly. Will allow Mamma's staff to regularly update the site without developer assisstancewe
The updated website included the latest specials, social media interactions, content that featured the homegrown, farm fresh veggies, and a lot of information about Mamma's catering.