Pappy’s Texas BBQ is a celebration of Authentic Texas BBQ food. Robin Perris, originally born in Texas, US – moved to the Lake District with her husband in 2013 and wanted to honour her father, Pappy, by bringing a taste of Texas BBQ to Kendal, Cumbria and beyond!
They have many facets to the business including their popular smokehouse restaurant and taco bar, takeout, online shop, wholesale and pop up food truck.
"Martha charges £100 more per month than the previous agency we had. But she's 1000% times better!"
Client
Pappy's Texas BBQ
Type of business
Restaurant and Online Shop
Type of service
Social Media Management, Newsletters, Blogs, Design, PR, Strategy & Analytics
In the aftermath of Covid, Pappy’s business shifted a lot from takeaway and online sales to more in person activities. Specifically wanting to gain more covers in the restaurant and attending events with their food truck.
Having worked with several agencies but not being able to find the right fit, Robin was looking for great marketing strategy, planning and consistent implementation. She required each area of the business promoting, with a goal to increase sales across the board.
The solution
This challenge required a strategic approach to boost sales for every area of the business, whilst simultaneously building the Pappy’s brand for long term success.
We optimised their Google Business Profile & Social Media channels to promote the restaurant and takeaway.
Staying focussed on the USP and authenticity of the brand we produced engaging short form videos and story telling posts for social media.
Newsletters were focussed on sharing online shop campaigns and promotions at key times of year.
Website SEO updates were undertaken, with a particular focus on the online shop.
Google Merchant was set up and linked to the online shop to drive more organic traffic with a view of running Google Ads in the future.
Blog posts were produced to drive more traffic to the website.
To increase brand awareness, design work was completed to a high standard for menus, graphics, signage and brochures. This ensured a cohesive look across marketing materials.
Then analytics were collected across the board to measure the success of campaigns and make improvements.
The results
Working with Pappy’s from May 2023 – December 2024 – Martha was able to make a significant impact on many areas of the business including stabilising the businesses take away sales from after the pandemic.
Restaurant covers increased by 23.86% in 2023 vs 2022 they then increased a further 19.25% in 2024
Website
In 2024 there was a 213% increase on clicks through from google
2023 - 6.63k clicks through from google
2024 - 20.77k clicks through from google
Social Media
Facebook - Organic Reach up by 32.3%
Instagram - Organic Reach up by 18.4%
TikTok - Organic Reach up by 8212%
* results from 2024 vs 2023
Online Shop Sales
2023 - increased sales by 29%
*May 23 - Dec 23 compared to previous year
2024 - increased sales by 13.18%
*Jan 24 - Nov 24 compared to previous year
"As a business owner so heavily reliant on social media, great content and understanding a unique type of vibe and food - Martha delivered above and beyond.
I love her skill at video and reels. She has launched us into areas I have wanted for years. We love having her as part of the Pappy's family too."
Robin Perris - Business Owner
Ready to build a winning strategy for your business? Get in touch today!
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