The Challenge
Despite offering one of Mayfair's finest dining experiences, this restaurant was virtually invisible online. Their Instagram account had just 2,000 followers — most of them inactive — and posts were sporadic, poorly lit food photos with no consistent style or voice.
Engagement rates hovered around 0.3%, well below the industry average. Meanwhile, competitors with inferior food were filling tables nightly thanks to strong social media presences. The restaurant was relying entirely on word of mouth and repeat custom, leaving significant revenue on the table.
What We Did
- Content pillar strategy:Defined four core content pillars — behind-the-scenes kitchen moments, dish close-ups with storytelling, guest experience highlights, and chef profiles.
- UGC programme: Launched a user-generated content initiative encouraging diners to share their experience with a branded hashtag, offering a complimentary dessert as an incentive.
- Influencer partnerships: Curated a network of 15 London-based food and lifestyle micro-influencers for monthly collaborative posts and Reels.
- Reels-first strategy: Shifted to a Reels-dominant posting schedule with three to four Reels per week, optimised for reach and saves.
The Results
Within six months, the restaurant's Instagram following grew from 2,000 to 8,800 — a 340% increase. Engagement rates jumped by 520%, with Reels consistently reaching 15,000 to 40,000 accounts. Most importantly, 45% of new bookings now cite Instagram as their discovery channel.
“We always knew our food spoke for itself, but Byter helped the rest of London hear it. Our Instagram has become our most powerful marketing channel — we get messages daily from people who found us through Reels.”
— General Manager