How We Transformed a Small Island Restaurant’s Social Media Presence (With a Twist!)

This story is based on a real client. We ended our cooperation due to our incompatibility, so I’ve anonymized the details. We can consider this as a "failure"/lesson from our side - something we wish to learn from and improve. However, it's very characteristic of our thinking style, so let's dig in!

The Challenge: A Small Restaurant on a Tiny Island Wants Big Social Media Wins

A close friend referred me to this restaurant owner who needed some serious social media management & ads. We’re talking about a cozy spot on a small, laid-back island catering to families and couples looking for relaxation. The restaurant? Picture a private beach, a pool, and stunning wedding events. This place had it all, but their social media? Yeah, it needed a glow-up.

Our Task: Build a Solid Social Media Presence Without Overloading the Owner’s Budget

With limited resources, we started building a smart, authentic social media presence. The owner wished to push some extra funds into ads, although they also cared for organic engagement.
The goal? Attract visitors to this hidden gem while keeping things simple and cost-effective.

Execution: Playing the Social Media Marketer While Keeping It Real

We decided to focus on Instagram and Facebook—TikTok wasn’t right for the audience back in 2021, with the island mostly attracting families and couples in their 30s. Our plan:

• Feature the restaurant’s pool, beach, and events in organic content.

• Post 5-6 times a month, keeping it fresh but manageable, as the image library was limited

• Reply to comments, engage with followers, and keep things real.

• Avoid any unnecessary trends or overly “designed” posts.

It was all about keeping the content authentic, fun, and tailored to their audience—relaxed families looking for sun and good food, not social media gimmicks, that represented the restaurant's true identity.

Results: Decent Engagement, But… Something Felt Off

Season one went pretty well. Followers jumped 30%, engagement was genuine (wholesome comments, real likes), but I felt like something wasn’t clicking. The restaurant was seasonal (open only May–October), so why the need for such a polished, “professional” social media presence?

I had an honest convo with the owner, and we revised the strategy. I cut back on posts, kept things chill, and even told the owner to have fun with it—post simple shots of the food, the beach, and the vibe. The results? Engagement stayed strong, followers grew, and business was good. But...

After two seasons, we parted ways.

Conclusions: Simplicity Wins in Hospitality Marketing

In the end, the client moved on and changed their strategy, as they wished. With fake stock photos, no consistency, and failing engagement. Someone sold them on the idea that they needed to “upgrade” their presence with flashy, overly-designed posts. But guess what? More spending, fewer results.

Worst off; they started receiving lots of bad reviews at the end of the season. People were complaining about how the place wanted to be high class, increased prices accordingly, yet... it did not deliver. 

And customers can know that. Because you might attract them once, yet what happens then is that you won't have them again. 

Having bad WoM, lowering your review score, these things matter in the hospitality sector.

Lesson learned: You don’t need to be perfect on social media. Be real, be authentic, and give your customers the experience they’re actually looking for. 

It's a question to ask yourself, as an entrepreneur; do you wish a quick buck from your marketing, or long-lasting, sustainable positive growth and results? 

If you wish for the latter; we are the best partners for you!

Authenticity in SMEs, specifically in the F&B sector, can take a small restaurant a long way.

One globally recognized example is Shelby's Way from Canada, picturing the adventures of Swarma man. Top-tier marketing strategy to look up to!