Digital strategy for restaurant | Case study

Work in progress | Last update : 2014/07/26.
François Soulignac - Digital strategy for restaurant (Case study)
This digital strategy for restaurant is dedicated to Le Saint-Hubert, a french family restaurant located on a great tourist attraction in the Loire Valley. It sells soft drinks, alcohols, local wines, snacks, cheeses and local french food. The venue is charming and singular : in a typical french village, on a neighborhood protected by Historic Monuments of France, with a huge panoramic view on the wild and on a marina. It’s a perfect place for families, seniors, lovers and tourists.

Context | Facts & Figures

Partner : Restaurant Le Saint-Hubert (Loire Valley, France)
Project : Digital strategy for restaurant (work in progress)
Type of services : Solutions for local company (BtoC, BtoB & HR com)
Type of products : Showcase, Blog, Social networks, Brand content, Native ads
Target : Clients, Groups, Tourists, Travel agencies, Followers
Type of strategy : Non-price competition (Quality, Innovation & Design improvement)

> See the Showcase report
> See the Social Networks report
> See the Brand Content & Native Ads report (Blog)
> See the Brand content report (Food pictures)
> See the Brand identity report (Sound design)
> See the Achievements & Results

Le Saint-Hubert : company description

Le Saint-Hubert is a family business, a local company (SME) founded by my parents, including two historical executive associates in charge of financial topics and works on the spot. Recently, to manage new challenges, two new associates joined the team : an associate in charge of financial accounting, and me, associate in charge of digital communication. In response to the crisis and the decline in purchasing power in France and in the UE, the company set up a cheaper pricing policy and promote the “homemade” & “handmade” quality of his products.

Partner’s needs

The company needed an all-included digital strategy for restaurant to stay on track with new habits of users and catch new clients. In addition, an important e-reputation crisis touched “Le Saint-Hubert” in 2012. So, the core mission was to clarify the hierarchy of company’s products and services, increase their digital visibility, improve the e-reputation, and set up tools to stay on track with new uses on the web. This is a work in progress, more informations will be regularly updated on this page.

Digital strategy for restaurant : the big picture

How communicate on digital medium for a local company, with honesty, pedagogy and effectiveness ? How seduce families, seniors, tourists and travel agencies in the same time ? How improve a digital visibility without paid Ads ? How face to the web positioning of Tripadvisor SEO with a low budget ?

To reach these achievements, I have chosen to set up a Non-price competition strategy (Quality, Innovation & Design improvement), thanks to dedicated tools, tips and custom solutions : build up a strong web positioning (local, national and international dissemination, with organic SEO only). Communicate on three differents medium (showcase, blog & social platform) to introduce three levels of communication (BtoC, BtoB & HR com). Develop useful and ergonomic tools for customers and job applicants (online booking, survey & recruitment).

The main challenge was to keep balance between communication and realities on the spot : communicate about strong points and advantages of the company with no disappointment for customers. My willingness was to carrying out a strong, positive, but fair campaign of communication.

Provided services

Digital strategy for restaurant : Goals, Digital market positioning, Architecture Information, E-reputation management. Search Engine Marketing : Google solutions (Adsense, Analytics). Copy-writing (in french & english) : Brand Content, Values & Commitments (4095 words), Crisis report & Press release (6575 words). Creative : Brand identity definition, Graphic design, Sound design, Photography, User Interface designing. Development : Homemade HTML & CSS (Showcase). Adaptation of WordPress solutions, PHP, HTML5, CSS3, Javascript, jQuery (Blog). Social : Brand integration on Facebook, Twitter and Pinterest.

My intervention | Skills developed

Digital Strategy for restaurant

Search Engine Optimization and Web positioning (SEO). E-reputation management. On-line tools development for booking, recruitment and surveys. Performance monitoring via Google Analytics. Brand integration on social networking services. Launch of new products (menus, special offers). Content monetization via Google AdSense. Reputation management & Crisis communication procedure. Research & Development related to Customer Services, Customer Reviews, Catering & Tourism industry.

Brand Content & Community Management

Writing content for all medium : Showcase (21 pages) including Products, Services & Thematic pages, Commitments & Values (4095 words), Crisis report & Press release (6575 words). Blog & Brand content, including 5 categories, 22 posts and 7 pages. All posts on social networks.

Art direction, Webdesign & User Interface

All pages and visuals in showcase; all pages and visuals on the blog; all visuals dedicated to Food pictures and social networking (Facebook, Twitter & Pinterest). In addition, an original mixtape was produced to introduce the brand’s DNA in the restaurant.

Front-End Web Development

Homemade HTML & CSS with optimized pages for mobile devices for all pages on the showcase. Responsive webdesign (HTML5, PHP, Fluid Grids & CSS3 media queries) adapted from WordPress solutions for all pages on the blog.

Greatest achievements & Results

  • August 2012 : Needs analysis
  • September 2012 : Strategic response (Non-price competition)
  • November 2012 : Organic SEO in French
  • January 2013 : New Chef & New homemade menu
  • February 2013 : Organic SEO in English
  • April 2013 : Brand content definition in french
  • June 2013 : Side by side with Tripadvisor
  • September 2013 : Optimization for mobile devices
  • October 2013 : Regional advertising for free
  • December 2013 : Results of online booking (+7,6% in 2013)
  • January 2014 : Results of sale revenues (+5% in 2013)
  • Achievements & Results in 2013 : A delicate balance to consolidate
  • February 2014 : Food photography on Pinterest
  • March & April 2014 : Human resources communication on Facebook
  • May & June 2014 : Offensive strategy for the “Lunch menu” & “Dish of day”
  • June 2014 : A massive digital visibility (local, regional and national dissemination)
  • July 2014 : Brand content for the new french label “Homemade”

> See all the Achievements & Results Timeline

Facts & Figures

All Work Reports


© François Soulignac / Le Saint-Hubert – Digital Strategy for Restaurant. Strategy, Art Direction, Graphic design, UI Design, Front-End Web Development & Photography: François Soulignac, 2012-2014.


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