The Challenge
With 12 locations across the UK, this casual dining chain had a serious brand consistency problem. Each location's social media was managed by a different manager, resulting in wildly inconsistent posting styles, varying tone of voice, and no cohesive visual identity.
An internal audit revealed a brand consistency score of just 34% across their social channels. Some locations posted daily, others went weeks without a single update. There was no content calendar, no shared asset library, and no guidelines for what “on-brand” looked like.
What We Did
- Centralised content strategy: Developed a unified content strategy with clear pillars, posting frequency guidelines, and a shared monthly content calendar accessible to all locations.
- Brand guidelines: Created a comprehensive social media brand book covering tone of voice, visual style, caption templates, hashtag strategy, and response protocols for comments and DMs.
- Batch production system: Established a monthly content production workflow where core assets (photography, videography, graphics) were created centrally and distributed to locations with customisation guidance.
- Location manager training: Ran workshops for all 12 location managers covering the new guidelines, content tools, and best practices. Provided ongoing support via a dedicated Slack channel.
The Results
Within four months, the brand consistency score rose from 34% to 89%. Total social engagement across all locations increased by 180%, with the top-performing locations seeing even higher gains. Perhaps most impressively, average order value grew by 22% — attributed to the social proof effect of consistent, high-quality content showcasing premium menu items.
“Before Byter, our social media was a mess — every location looked like a different brand. Now we have a system that keeps everyone on the same page whilst still allowing local flavour. The impact on engagement and even order values has been remarkable.”
— Head of Marketing