Business Challenge

Lincoln Yard launched with a brand positioning and awareness challenge. Located outside Birmingham’s primary dining district, the restaurant lacked a clear identity in-market and needed a stronger reason for guests to choose the brand. Before driving awareness, the guest experience needed to align with the brand promise.

Strategic Approach

Aligning Brand Experience + Operations

Partnered with operations to ensure the guest experience, hospitality standards, and menu execution supported the relaunch strategy before scaling marketing efforts.

Building Brand Differentiation

Identified the pot pie as a signature hero product and used it as a storytelling anchor to create stronger brand recognition and memorability.

Developing Audience-Led Messaging

Created “The Craving Queen,” an audience persona based on social insights and customer behavior, guiding messaging, creative direction, and influencer strategy.

Executing an Integrated Campaign

Launched a multi-channel campaign across social media, email marketing, paid media, influencer partnerships, in-store experiences, signage, and local media outreach.

Results

• Generated 46 reservations (158 guests) within the first 8 days

• Increased website traffic 2X during launch month (1,469 → 3,119 users)

• Increased Instagram Reel views 194%

• Increased new followers 267%

• Increased social interactions 1,334%

• Expanded non-follower reach from 42% → 53%

Key Takeaway

By aligning brand strategy, operations, and audience insights, Lincoln Yard transformed from a low-visibility concept into a destination brand with measurable demand growth.

Highlights