Paschal's Restaurant Digital Transformation & Growth

[ goal ]

To modernize Paschal’s digital presence while honoring its rich history, keeping the brand relevant during the pandemic, and driving increased engagement and foot traffic.

Challenges

Outdated Digital Presence – The website needed a refresh to better reflect the brand’s legacy and attract a younger audience.
Declining Foot Traffic – The pandemic reduced in-person dining, and Paschal’s had no online ordering or to-go options.
Need for Storytelling – The restaurant's deep history in the Civil Rights Movement was not being leveraged effectively to engage audiences.
Limited Digital Marketing Strategy – Email marketing and social media strategies needed enhancement to maintain engagement with customers.

[ solution ]

What 

we did ?

Strategy & Execution 1. Website Revamp & Optimization Refreshed the website with a modern yet heritage-driven design. Optimized the site for mobile, SEO, and user experience. Integrated online ordering and to-go options for the first time. 2. Storytelling Through History & Legacy We crafted a narrative that connected Paschal’s past to its future, highlighting its role in the Civil Rights Movement and its continued impact. Historic figures and game-changers were featured across social media and email marketing campaigns. Engaged audiences with thought-provoking questions and historical receipts during the pandemic to keep the conversation alive.

Digital Marketing & Social Media Engagement Developed compelling social media content that honored Paschal’s legacy while engaging younger demographics. Created email marketing campaigns that reinforced storytelling, promotions, and updates on dining options. Implemented interactive content such as polls, customer memories, and user-generated content.

Pandemic Adaptation & Revenue Recovery Introduced online ordering and to-go options to maintain revenue during lockdowns. Leveraged social media engagement with posts that resonated with people stuck at home, keeping Paschal’s top-of-mind. Created content that reflected shared experiences, fostering a sense of community.

CONCLUSION

200% Increase in Foot Traffic – After the stay-at-home order was lifted, demand surged, requiring additional staffing to accommodate new customers.

‍Expanded Revenue Streams – Online ordering and takeout options brought in new revenue that had not previously existed.

‍Enhanced Digital Presence – Website traffic increased significantly, leading to greater brand visibility and engagement.

‍Stronger Community Connection – Customers engaged more deeply with Paschal’s history, creating a loyal and engaged audience.

‍Social Media Growth & Engagement – Posts featuring historic figures and interactive storytelling led to a higher reach and engagement rate.

‍

200%

Foot Traffic

35%

Increase Revenue

200% Increase in Foot Traffic – After the stay-at-home order was lifted, demand surged, requiring additional staffing to accommodate new customers.

‍Expanded Revenue Streams – Online ordering and takeout options brought in new revenue that had not previously existed.

‍Enhanced Digital Presence – Website traffic increased significantly, leading to greater brand visibility and engagement.

‍Stronger Community Connection – Customers engaged more deeply with Paschal’s history, creating a loyal and engaged audience.

‍Social Media Growth & Engagement – Posts featuring historic figures and interactive storytelling led to a higher reach and engagement rate.

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