Content + SocialContent + SocialSalt & Bone were full on Fridays and empty Tuesday to Thursday. A single content overhaul shifted that. One quarter in, reservations were up 43% - and Tuesday-to-Thursday had become their best weekday run in three years.
Friday and Saturday consistently sold out at 7 and 8:30pm seatings. Tuesday through Thursday ran at forty to sixty per cent capacity. The feed looked like a menu board. They wanted the Tuesdays back without running a single discount.
Every caption read from the head chef's perspective. Signature voice sheet written against three recorded kitchen interviews. The feed started sounding like a restaurant with a chef in it, not a marketing team.
A new content pillar we built for them: every Tuesday got a narrative cover story - chef's-eye reel of service, interview snippet with a staff member, low-lit styled still. Tuesdays became the feed's most engaged night.
One ambitious shoot day per month producing 8-12 reels. All vertical. All under 30 seconds. All optimised for watch-through, not for views.
Instagram DM became a valid booking channel. Replies within 20 minutes during service, within 2 hours off-service. 180 bookings came through DMs in one quarter.
Shot handheld, POV style. The plating, the pass, the heat. The camera is the chef.
Friday and Saturday pass footage cut to show the rhythm of a busy service without showing faces. Anonymous but alive.
Every Tuesday got a feature. Reel + caption + story sequence. Built Tuesday into the best midweek run in three years.
One staff member a month. Name, tenure, one story about a service that went sideways and came back. Became the feed's most-saved format.
Seasonal menu launches built as editorial stories, not announcements. Reveal format tested and refined across three launches.
One mini-documentary about the Shoreditch block the restaurant sits on. Ran once. Drove a visible uptick in first-time covers for a month after.