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OPA! milkshake glass filled with tzatziki
iPhone with the screen opened to OPA!'s Instagram account showcasing different plates of food

adapting to the current digital era

Major shifts are happening in the dining landscape. Based on the research, we found that 43% of consumers are following their favourite restaurants on social media and 41% are discovering new spots via TikTok. In addition, when customers feel connected to brands, 57% will increase their spending with that brand and 76% will buy from them over a competitor.

Our team was tasked to develop and execute a plan to be in-market from February 2024 – June 2024.

iPhone open to OPA!'s Instagram account with the image of someone holding a pita wrap

building community through playful, relatable content

This background tells us that the opportunity for restaurants to engage with customers via social networks had never been greater. Consumers are craving more than just great food – they want to feel connected to the brands they support.

Further to that, today’s diners are looking for brands that are more than just food providers—they have a distinct voice, relatable humor, and seamlessly blend into the IoT (internet of things) and pop culture.

These insights became the driving force behind OPA!’s approach to social media content.

building an authentic, engaging presence

In order to action on these insights, we first had to look under the hood. Our client’s social media presence had been inconsistent, and engagement rates were below industry benchmarks. Partially, this was a result of the last content strategy being a few years old. Since then, the brand was using social as more of a low funnel lead gen sales tool, compared to purposeful content rooted in culture. To overcome this, we needed to shift the focus of the restaurant’s content strategy to something more aligned with the current digital climate.

iPhone screens open to OPA!'s Instagram posts

a content strategy built for engagement

In order to elevate the dining experience beyond just a meal, we defined four key content

buckets that would not only resonate with their audience, but also help the restaurant stand out in a crowded online space.

Each content pillar was designed to speak to different aspects of the customer’s journey – whether they were looking for laughs, dietary preferences, or menu inspiration. The approach was three-fold:

  • Develop a brand personality - add dimension to the brand through humor, relatability, and cultural relevance. Create playful posts that show the humanity of the restaurant.

  • Create craveability – make people hungry by showing the irresistible satisfaction of OPA! dishes with genuine, raw, and messy photography.

  • Communicate accessibility - including customizable menu options, allergy-friendly, and dietary-sensitive dishes that adhere to a variety of needs.

iPhone screens open to OPA!'s Instagram posts

the power of social connection: reaching people where they are

The Power of Social Connection: Reaching People Where They Are We launched the strategy with a multi-faceted 5-month campaign that combined creativity with measurable goals from February 2024 – June 2024. Here’s how we made it happen:

  • Develop a brand personality - The product is the star – and key trends (like April Fool’s Day and Only One Can Stay) allowed us to flex some of the humor and conversational tones. Playful posts connected with the audience and allowed the OPA! Menu to shine.

  • Create craveability – A delicious menu was ready to do the heavy lifting – we focused on hero shots of some of our biggest menu stars, iPhone-style shots of orders to keep it real, and capitalized on the opportunity to describe the unique Greek flavours each dish offered.

  • Communicate accessibility - From highlighting the kid-friendly options, making it clear we can help people reach their protein goals – with plant-based options as well, to putting the spotlight on the wide variety of healthy menu options. OPA! is ready to cater to variety of dietary needs.

Three images of Facebook posts showcasing different OPA! meal options

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