Ongoing | 2024 - Present
Performance & Growth
Strategic Advisory
Content & Creative Collaboration
Turning High Visibility Into a Performance-Ready Acquisition System
Marly's is one of those rare restaurants with effortless visibility—high footfall, strong visuals, and thousands of followers engaging daily. Based in Beirut, Lebanon, they had the brand presence many restaurants dream of. But visibility alone wasn't translating into weekday reservations, lunch demand, or a predictable flow of bookings.
Before scaling budgets, Marly's needed a structured performance system that matched their pace and the way people actually interact with the brand online.
The core challenges were:
- Visibility without conversion: Thousands of followers and views, but no system to drive weekday bookings
- No strategic framework: Social activity was happening, but it wasn't aligned with business objectives
- Mixed campaign types: No clear separation between awareness (boosts), engagement (profile visits), and real performance campaigns
- Inconsistent content flow: No pacing or planning around what drives bookings vs. what builds credibility
- Unclear attribution: No understanding of what actually drives reservations
Marly's needed to evolve from a visually strong brand into a performance-ready restaurant with predictable demand, especially during slow weekday lunch hours.
Detailed Intake Process
We built a comprehensive intake process to capture the restaurant's identity, audience behavior, seasonal demand patterns, menu focus, and existing content assets. This gave us the foundation to build a strategy grounded in how Marly's actually operates—not generic restaurant marketing.
Branch-Specific Objectives
We set clear, branch-specific objectives focused on:
- Weekday lunch demand generation
- Weekend terrace visibility and premium positioning
- Credibility and social proof building
- Profile visits to drive organic discovery
Campaign Architecture
We designed a clear campaign architecture that separates:
- Boosts: Quick visibility for timely content
- Profile visit campaigns: Driving discovery and follower growth
- Real performance campaigns: Optimized for reservations and table bookings
Budgets, content pacing, and creative requirements were aligned with how Marly's operates in real life—not theoretical benchmarks.
Creator & Content Collaboration
We collaborated with creators, photographers, and the internal team to ensure visuals were not just beautiful but conversion-driven. This meant:
- Clear angles that showcase dishes and ambiance
- Strong dish highlights that make people hungry
- Content that moves people from viewing to booking
Audience & Seasonality Strategy
We refined audience definitions based on:
- How people in Beirut search for restaurants
- Decision-making triggers (occasions, proximity, recommendations)
- Seasonal demand patterns (holidays, weekends, weekday lunch)
Monthly demand mapping helped us anticipate peaks and optimize budgets accordingly.
Views across organic and paid content
Organic followers reached by November 2025
Daily reservation calls during weekday lunch
The results are strong, visible, and measurable:
- Consistent daily reservation calls during previously slow weekday lunch hours
- More than 100,000 views across organic and paid content pushing key dishes and moments
- A steadily growing community reaching 12,000 organic followers by November 2025
- Clear seasonality planning and monthly demand mapping
- Messaging that connects to the way people choose restaurants in Beirut
- Performance clarity: Understanding what drives bookings, what builds credibility, and how each campaign contributes to table conversion
A Data-Driven Restaurant System
Today, Marly's runs a clear, data-driven advertising system that supports both visibility and real demand. The team knows what works, why it works, and how to scale it season after season.
This isn't just social media management—it's a complete acquisition engine designed to turn high visibility into predictable reservations and sustained business growth.
