How Instagram Helps Callie’s Sizzling Little Biscuit to Serve Over 250,000 Clients Per Yr


This submit is a part of our Instagram Advertising Technique sequence. The sequence supplies you with actionable insights and classes on how companies are utilizing Instagram. Subsequent up, Tarah Boyleston exhibits us how Callie’s Sizzling Little Biscuit makes use of Instagram to drive in-store gross sales. 

Snap, filter, submit, then eat. Should you’re a millennial, Instagramming your meals might be a responsible pleasure, and an occasional a part of your mealtime routine.

An unimaginable 69 p.c of millennials take a photograph (or a video) of their meals earlier than consuming. However social media isn’t only a place for us to share our posts about favourite meals, and scroll by way of countless pictures of gorgeous, mouth-watering meals, snacks and treats. It’s utterly modified the best way we resolve what and the place we eat too. It’s even begun to regulate the best way eating places are designed, and meals are ready.

Due to platforms like Instagram, we’re in a position to browse and uncover cool eating places, bars, and meals through social media.

And in keeping with analysis by Zizzi, 18-35-year-olds spend 5 entire days a 12 months looking meals pictures on Instagram, and 30 p.c would keep away from a restaurant if their Instagram presence was weak.

Many companies within the catering and restaurant industries have began to catch on to the facility of social media to not solely construct a following on-line, however to drive folks in-store to purchase, devour, and share experiences.

Callie’s Sizzling Little Biscuit is a kind of companies.

Callie’s now serves greater than a quarter-of-a-million folks at its occasions and eateries annually, and social media performs an enormous half in its progress.

Right here’s how…

Embracing social media

“We had a enterprise, so we wanted an Instagram web page,” Tarah Boyleston, Callie’s advertising and design lead defined to us.

And although Callie’s Sizzling Little Biscuit began out on social media by way of necessity, it’s now seeing the rewards of its social media technique play out, with clients often heading to its occasions and eateries after seeing its biscuits on social media.

“Locals have come into the eatery simply to get the particular biscuit they noticed on Instagram and vacationers inform us they’ve been ready months to attempt our biscuits after seeing a video on Fb,” defined Tarah.

“It’s an amazing feeling understanding you possibly can hook up with so many individuals with one thing so simple as biscuits.”

Specializing in high-quality content material

Callie’s actually began to go all-in on social media advertising originally of 2018 because the workforce began to focus extra on the standard of its content material. Tarah particularly targeted on:

  • Sharing high-quality pictures
  • Writing enjoyable, detailed captions
  • Utilizing related hashtags on each submit

“After making these adjustments, we watched our @callieshotlittlebiscuit account organically develop by the 1000’s per thirty days,” Tarah informed us.

And you’ll’t argue with the info over the course of 2018, Callie’s Sizzling Little Biscuit’s major Instagram account has grown to greater than 31,000 followers, and is including round 2,700 new followers per thirty days.

“On the finish of the day, it doesn’t matter what number of followers you’ve got for those who can’t get folks in your doorways. We encourage our millennial following to affix the recent little get together with mouth-watering pictures, simply accessible Fb occasions, and most of all, retaining issues enjoyable!”

Tarah Boyleston
Advertising & Design, Callie’s Sizzling Little Biscuit

Spreading its message domestically, and nationally

Callie’s Sizzling Little Biscuit has three eateries: two in Charleston, South Carolina, and one in Atlanta, Georgia. However that doesn’t cease Tarah from utilizing social media to share the model’s message and voice far and huge.

“Our social channels are really the voice of our model,” Tarah defined.

“We’re fortunate to have our first location in a trip vacation spot like Charleston, and regardless that our followers are largely native, we’re in a position to get our voice out to the whole nation. Non-local progress is simply as essential [as local].”

By considering exterior of the native areas wherein it operates, Callie’s has been in a position to develop a model that’s acknowledged by biscuit-lovers throughout the U.S. (and even additional afield).

This strategy has result in new alternatives for Callie’s to run occasions, and generate gross sales, exterior of Charleston and Atlanta. For instance, Callie’s just lately teamed up with Packed Celebration, a Texas-based on-line boutique, to advertise Nationwide Biscuit Month, and this partnership was so profitable on social media that it led to Callie’s working an occasion in Texas. As Tarah informed us:

“Regardless that we had been states aside, we used each voices to drive site visitors to our shops and enhance model consciousness in Texas. Our Texas following elevated a lot that we ended the month with a pop up in Austin.”

Working with companions and influencers

The occasion in Texas isn’t the one time Callie’s has labored with companions and influencers. In reality, it’s a staple a part of their social media technique.

“We love partnering with manufacturers that share our values as a result of it permits our followers to study superb artisans and it brings new followers to us,” Tarah defined.

“Our largest occasions have been in partnership with superb teams akin to Create and Domesticate (500+ individual occasion) and a seated dinner for 100 throughout Charleston Wine + Meals week.”

These sorts of occasions are marketed closely by way of social media, e mail advertising, and native press retailers. Callie’s likes to provide away tickets on its social channels to extend consciousness and construct its viewers. Throughout these occasions, Callie’s additionally takes followers who’re unable to attend behind-the-scenes utilizing Instagram Tales.

And with regards to launching new eateries, partnerships and influencer campaigns play an enormous position in establishing a brand new, native viewers:

“This summer season, we made a big effort to accomplice with extra manufacturers and influencers to develop our Atlanta account. That is an account that was on a slow-and-steady progress tempo and partnering with large voices on the town immediately made a distinction,” Tarah shared.

Professional tip: Run small, unique occasions for followers

“Our places are pretty small, so we maintain occasions to a restricted quantity of individuals. Promoting a specific amount of tickets provides the attract of exclusivity, and Instagrammers love being ‘within the know’. Our e mail and social channels are our largest platforms for our voice, so posting occasion particulars to extend ticket gross sales is simply logical for us.”

Tarah Boyleston
Advertising & Design, Callie’s Sizzling Little Biscuit

How your enterprise can use social media to drive offline gross sales

Tarah additionally shared 4 pro-tips for companies that need to use social media to drive footfall and gross sales offline:

1. Be constant

“Have a constant on-line presence. The extra followers see you, the extra you’ll be on their minds once they’re in search of one thing to do on the weekend.”

2. Share info typically.

“In a world of fixed scrolling and swiping, you need to make issues easy in your followers,” Tarah shared.

“Give them any and all info essential to get to your occasion. Instagram tales are an amazing software for occasion info as a result of you should use a number of slides to get the purpose throughout. I all the time embody swipe up function with a hyperlink to the Fb occasion.”

three. Enhance with advertisements

“For non-local occasions, we regularly use Fb and Instagram advertisements to achieve a focused location. We boosted our ticket gross sales in Texas by concentrating on the neighborhood the place the occasion was situated and utilizing key phrases to draw our viewers.”

four. Go behind-the-scenes

“Lastly, give your clients and followers a bit of your private life,” Tarah advisable.

“Nobody desires to comply with a model that’s solely making an attempt to promote them one thing. We share private tales, household recipes, and behind the scenes imagery of our lives on the bakery. These glimpses into the ‘lifetime of a biscuiteer’ are free!”

The Instagram Advertising Technique Collection

A nine-part sequence on the way to use Instagram for enterprise. ➡

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