Built by Charlie had built a loyal local following through word-of-mouth, but their social media told a different story. With sporadic posting, inconsistent branding, and no clear content strategy, their Instagram and Facebook pages weren't reflecting the energy and quality of the food itself.

Footfall was strong at weekends but midweek covers were down 20% year-on-year. The team knew social media could help fill those quieter days, but didn't have the time or expertise to make it work.

Audit and Strategy

We started with a full social media audit analysing posting frequency, content mix, audience demographics, and competitor benchmarks across five similar London food businesses. The findings were clear: Built by Charlie's content was beautiful but inconsistent, and they were missing the community engagement that drives repeat visits.

Content System

We designed a content calendar built around three pillars: behind-the-scenes kitchen moments, seasonal menu storytelling, and community-driven UGC. We introduced weekly Reels showcasing dish preparation and monthly collaborations with local food influencers.

Community Building

We shifted from broadcast-only posting to genuine two-way conversation, responding to every comment within 2 hours, resharing customer stories, and running monthly competitions that encouraged user-generated content.

Within six months, Built by Charlie's social media presence was unrecognisable:

• Engagement rate tripled from 1.1% to 3.2%, well above the 1.5% restaurant industry average
• Midweek covers up 34% directly attributed to social media promotions and last-minute availability posts
• Instagram followers grew 47% organically, with no paid advertising budget
• UGC submissions increased 5x after launching the monthly photo competition

Most importantly, Built by Charlie now has a sustainable content system that the team can maintain with minimal input from us.