Grew reservations by 178% across 8 locations through social and local SEO.
Urban Table Co. had great food and inconsistent online presence. We unified their brand across 8 locations and built a social and local strategy that filled tables every night of the week.
+178%
Reservations
2.4M
Social Reach
8/8
Locations Ranked #1
6 months
Time to Results
The Company
Industry
Restaurant: Upscale Casual Dining
Locations
8 locations across Southeast US
Average Check
$48 per person
Engagement Length
6 months (ongoing)
Services
Social Media Marketing, Local SEO
8 great restaurants operating like 8 unrelated businesses online.
Urban Table Co. had built a beloved restaurant group across the Southeast over 12 years. The food quality was consistent, the experience was excellent, and repeat customers loved them. But online, each location felt like a different company. Instagram accounts had different aesthetics, posting frequencies ranged from daily to once a month, and Google Business Profiles had information that was months out of date. Mid-week tables sat empty at 3 of the 8 locations. The group had no unified strategy for driving reservations outside of existing regulars, and no social presence strong enough to attract new guests who did not already know the brand.
Fragmented brand, inconsistent execution, empty mid-week seats.
No Unified Brand Voice
Each location managed its own Instagram with no shared guidelines. Some posted professional food photography. Others posted blurry smartphone photos. A guest who followed two locations would not know they were the same restaurant group.
Inconsistent Posting
Three locations had not posted to Instagram in 30+ days. Engagement rates were below 1% across all accounts. The algorithm was deprioritizing content from accounts with low engagement, creating a cycle of low reach and low growth.
Google Profiles Outdated
Four locations had incorrect hours on their Google Business Profiles. Two had no menu linked. Photos were from 2021. In restaurant search, an outdated GBP actively loses reservations to competitors.
No Reservation Funnel from Social
Social content had no clear path to action. Posts showed food with no caption driving to the reservation link, no link in bio strategy, no Instagram Stories driving swipe-ups to book. Social was purely decorative.
Zero UGC Strategy
The group had thousands of past guests who had left positive reviews and tagged them on Instagram. None of this content was being actively collected, repurposed, or incentivized.
Weak Local Search Rankings
Despite 8 locations, only 2 appeared in the top 3 map pack results for their primary search terms. Five locations were on page 2 or lower. In restaurant search, page 1 map pack dominance is the difference between a full dining room and empty tables.
One brand. Eight local strategies. A reservation funnel from every channel.
01
Month 1
Brand and Content System
Developed a unified visual and content playbook across all 8 locations. Defined 4 content pillars: food and beverage showcases, behind-the-scenes kitchen content, guest experiences and UGC, and local event promotions. Created a content template library with 40+ formats.
02
Month 1-2
Google Business Profile Overhaul
Updated all 8 GBP listings with correct hours, current menus, reservation links, and 30+ new photos per location. Added weekly posts to all profiles. Responded to all outstanding reviews. Implemented LocalBusiness and Restaurant structured data on all location pages.
03
Month 2-3
Content Production and Social Calendar
Launched a weekly content calendar: 5 posts per week per location, with 2 Instagram Reels per week per location. Built a UGC system where guests were prompted to tag the restaurant in exchange for a monthly feature. UGC reposts outperformed branded content by 3x in engagement.
04
Month 2 onward
Reservation Funnel from Social
Built a full Instagram-to-reservation funnel: Stories with reservation CTAs, a link-in-bio page with each location's reservation link, Reel captions designed to drive profile visits. Tracked reservation source using UTM parameters. Social became a trackable revenue channel for the first time.
05
Month 3 onward
Local SEO and Citation Consistency
Audited and corrected NAP data across 80+ directories for all 8 locations. Built citations on restaurant-specific platforms: Yelp, TripAdvisor, OpenTable, Zomato. Launched a post-visit review request via SMS. Review volume tripled within 90 days.
Full dining rooms. All 8 locations. Every night of the week.
+178%
Reservations
Group-wide average
2.4M
Monthly Reach
Across all social
8/8
Map Pack #1
All locations ranked
6.8%
Avg Engagement
Up from 0.8%
Additional wins
Instagram followers grew from 12K to 87K group-wide
UGC content now accounts for 40% of monthly posts
Mid-week occupancy at all 3 underperforming locations now 90%+
Review count tripled across all locations in 90 days
Social-attributed reservations tracked and reportable for first time
Milestones
Month 1: Brand playbook live, GBP profiles corrected
Month 2: Engagement rates above 4% across all accounts
Month 3: 5 of 8 locations ranking #1 in map pack
Month 4: Social-attributed reservations measurable via UTM
Month 6: All 8 locations #1, +178% reservation volume
“We went from worrying about Tuesday night covers to turning people away on Wednesdays. The combination of social content that people actually share and showing up first in local search changed everything. We can finally see exactly where our reservations are coming from.”
— Sarah K., Director of Marketing, Urban Table Co.