Beechwood Inn began their restaurant 40 years ago and grew it into a family business offering banquet, event and street food services. Competition from well-branded franchises and a growing reputation for being an “old” person’s place provided the setting for which Leverage entered. Leverage determined that the business needed to capture the interest of its smart-phone community—and keep it.
Noticing the differences in the culture of the restaurant and street food services, Leverage separated their identities. For the food truck, SnapChat and GeoFilter analytics were chosen to target a younger, more diversified audience. For the restaurant, Leverage resuscitated previous online marketing attempts. They took over the Facebook account and began weekly email campaigns. Leverage also coordinated a photo shoot for food offerings. These photos provided immediate online visual interest. The final reset occurred in 2018 as Leverage launched the business as one entity with a new name and a modern website.