Brown’s Diner
Brown’s Diner is a Nashville institution. Founded in 1927, the diner has long been a place for singers, songwriters, and Nashvillians to relax with friends over a cold beer and a great burger. Our social media strategy focuses on nostalgia, the menu, and current events/happenings.
Though Nashville has changed a lot over the past 97 years, Brown’s Diner has remained the same. We have found that playing into nostalgia and sharing pieces of the diner’s history has been one of our most successful content pillars. For those that haven’t visited Brown’s Diner in a while, seeing photos of the restaurant virtually untouched from their last visit strikes a feeling of wistfulness. Sharing parts of the diner’s history (such as holding the record for Nashville’s oldest beer license) results in the same sentimental feeling in addition to increased awareness on the establishment’s longevity.
Showcasing new and fan-favorite menu items on social media provides our audience with a taste of what to expect when visiting Brown’s Diner. The diner has long been known for its classic Southern cooking and serving the best burger in Nashville, and featuring these items on social media provides a fuller picture of the Brown’s Diner experience. Additionally, food and menu content is most likely to be reshared on Nashville food accounts which is always great to help reach those foodies.
Brown’s Diner has live music nightly and featuring concerts on social media has been our most successful promotional tool for attendance. The full music schedule is posted each month and pinned to the top of the Instagram page making it easy for our audience to see who’s playing. Additional live music content is scattered throughout Brown’s Diner’s social media to help promote artist residencies and individual shows.
Below are Brown’s Diner social media insights from the first six months under Hall Strategies management.
Instagram:
Reach: 108,696 (+650%)
Impressions: 412,178 (+590%)
Interactions: 12,130 (+180%)
Followers Gained: 2,134 (+74%)
Facebook:
Reach: 190,092 (+90%)
Interactions: 7,348 (+480%)
Followers Gained: 440 (+16%)