Case Study: Piccolo Bar & Restaurant, Gatley
Case Study: Five years Marketing my favourite local restaurant...
Overview:
Piccolo Bar & Restaurant is a cosy, independent Italian venue based in Gatley, Greater Manchester. Known for its authentic cuisine and intimate ambiance, Piccolo sought to increase its brand visibility, boost weekday bookings, and attract a younger demographic while retaining its loyal local clientele. As my favourite local restaurant, I jumped at the chance to increase their visibility.
Goals
- Increase midweek bookings by 25%
- Grow Instagram following by 1,000 targeted local users
- Drive awareness of live music nights and seasonal menus
- Generate 15% more private party reservations (e.g., birthdays, engagements)
- Increase Christmas bookings by 20%
Challenges
- Strong local competition from chains and other independents
- Limited digital presence before 2019
- Underutilised customer data and email marketing
- Limited budget for paid advertising
Marketing Strategy
1. Brand Refresh
- Refreshed logo and updated visuals (colours, fonts, and menu designs)
- New photography highlighting food, cocktails, and the venue’s ambiance
- Emphasised Piccolo’s unique selling points: live music, handmade pasta, and family-owned warmth
2. Digital & Social Media Marketing
- Create an Instagram account
- Build the audience across Facebook
- Built a consistent Instagram content calendar (reels, customer reviews, behind-the-scenes)
- Promoted new music nights, quiz nights and special offers.
- Used geotags, hashtags like #GatleyEats and #PiccoloMoments, and local foodie pages for shares
- Cross-posted content on Facebook groups creating a sense of community.
3. Email Marketing
- Introduced a bi-weekly email newsletter
- Collected emails through table booking system and on-site WiFi
- Promoted special offers
- Shared curated menus for Christmas, Valentine’s Day, etc.
4. Community Engagement
- Sponsored a local school fundraiser and provided raffle meals
- Supported the local food banks
- Encouraged user-generated content with a branded hashtag contest
- Encouraged local church groups and social groups to use the space.
5. Google & Website Optimisation
- Claimed and optimised Google Business profile (adding photos, events, responding to reviews)
- Redesigned website with mobile-first approach and online reservations
Lessons Learned
- Authentic, behind-the-scenes content performs better than polished ads
- Local influencer micro-events generate strong word-of-mouth
- Email marketing was a surprisingly effective driver for bookings
- Loyalty-building is more cost-effective than aggressive paid campaigns
Next Steps
- Launch a loyalty app or QR code-based stamp card
- Introduce TikTok to capture younger demographics
- Host seasonal Chef’s tasting nights to attract foodies
It doesn't feel like work being with this client, this integral part of my community has become an integral part of my business.
