Digital strategy for restaurant | Brand content & Native ads (Blog)

Francois Soulignac - Digital Strategy for restaurant - Blog & Brand content in Responsive Web Design on Ipad AirFrancois Soulignac - Brand content for restaurant - Recipes
Francois Soulignac - Blog, Nativ Ads & Brand contentFrancois Soulignac - Native Ads for restaurant - NEWS
This blog named “Actualités & Recettes Exclusives” (“News & Exclusive Recipes”) is dedicated to the french restaurant “Le Saint-Hubert”. It was launched in april 2013 to communicate local and regional news, recipes from the Chef, innovations in the restaurant, events, dishes of the day. It’s the main platform for brand content and native ads.

Description & Positioning

All the content is related to company activities (Catering & Tourism industry) : News & Innovations in the restaurant, Special Offers, Dishes of the day, Tips for french food, Homemade recipes by the Chef, Local & Regional news. It targets former clients & prospects (BtoC), professional colleagues (BtoB) and Job applicants (HR com).

News, Brand Content & Native Ads

The content is a selection of positive news and useful information : Local news, Town’s history, French gastronomy (featuring “homemade” and “handmade” processes by the Chef), Innovations, Job offers. To catch new audiences, and to be relevant with typical uses of social medias, some news are related to funny or unusual topics (e.g : lol cat post talking about “mascots” of the company).

A gap in the market | Results

Le Saint-Hubert is the first restaurant on the region with his own platform dedicated to brand content and native ads. This is a great opportunity to build a new corporate image on the web. With this initiative, the restaurant hope to reach new audiences and catch new clients. Resulting to this strategy and thanks to the hard work of executive associate on the spot, sales revenues of the company are increased of 5% in 2013. More details about Achievements & Results.

About the content

Home page

Content indexing (short version). This page depicting the Chef of the Chatham Hotel, painted by William Orpen in 1921 (Le Chef de l’Hôtel Chatham, Paris, 1921). The goal : introduce the new corporate image (“homemade & handmade cuisine”) with a classical representation, an iconic symbol of french gastronomy.

About us

Content indexing (long version). This page introduces the blog in details : blog’s history, goals, content description.


All news related to the restaurant (special offers, new prices, menus updating, special events, promotions, job offers), News from local communities (from newspapers, activities in the town /on the region), News from the catering industry.


All events orginazed in the restaurant (dishes of the day, exhibitions, special offers, discount operations).

Recipes by the Chef

Cuisine tips cuisine & recipes by the Chef (punch line : “For a fresh, authentic, homemade and handmade cuisine”)

Innovations (R&D)

All news related to innovations in the restaurant (new processes and equipment in the cuisine, new commitments, new management rules, new customer services).

About the user interface

With this blog, we wanted to talk about food quality, good news and modernity in the catering industry, for a large scale of audience. So I have chosen the way of “Flat Design” in RWD, for a better user experience and to satisfy any uses on the web.

My intervention | Skills developed

Digital Strategy : Search Engine Optimization and Web positioning (SEO). Performance monitoring via Google Analytics. Content monetization via Google AdSense. Research & Development related to Customer services, Customer reviews, Catering & Tourism industry benchmarking.

Brand Content & Community Management : Writing content for all pages, included 5 categories, 23 posts and 7 pages. Art direction, Graphic design, Webdesign & User Interface : CSS adaptation, pages and visuals. Development : Responsive webdesign (HTML5, PHP, Fluid Grids & CSS3 media queries) adaptated from WordPress solutions.

> Visit the Thematic Blog

> See the Case Study
> See the Showcase Report
> See the Social Content Report
> See the Brand Content Report (Food pictures)
> See the Brand identity report (Sound design)
> See the Achievements & Results

© François Soulignac / Le Saint-Hubert – Thematic Blog | Development : WordPress community. Art direction, Brand content, SEO strategy and CSS adaptation : François Soulignac, 2013-2014.

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