2nd East – Restaurant Marketing Case Study by Tim Christiansen
The Brief
2nd East is a locally owned restaurant on the edge of Cedar City, Utah, serving a rotating menu of pasta, protein, and salad. I was brought in before their grand opening to support every major aspect of their marketing—from building their website and running ad campaigns to managing their branding, listings, and social media presence.
We focused on establishing a strong local footprint and engaging the community through both digital and in-person touchpoints. I led a small team to create consistent visuals, relevant content, and flexible strategies that grew with the business. In total, we helped them develop over 4,000 professional graphics and videos.
Results
The Field Work
Website
I designed and built 2nd East’s website on WordPress, connected it to an online ordering system, and ensured it was mobile-friendly and easy to navigate. Though the site has seen minor edits since, the original structure still supports their online menu and takeout/delivery flow.
You can view the website here: https://secondeast.org/
Content Creation
We produced consistent, on-brand content across Facebook, Instagram, TikTok, and YouTube. Our team covered launch events, created short-form videos, hosted livestreams, and posted updates like soup of the day, specials, and menu changes. The focus was hyper-local engagement with a welcoming, casual tone.
You can view the social content here: https://www.instagram.com/2ndeastcedar/
Ads
We ran Meta ad campaigns to drive awareness, highlight new offerings, and build momentum post-launch. Our primary goal was reach and recognition, especially during opening weeks. We adjusted creative and targeting based on engagement and feedback from the restaurant team.
Branding
2nd East came to us with a name and logo. We built a full branding guide around those assets, including color palettes, typography, voice, and visual direction. We used this guide consistently across the website, handouts, menus, and social platforms to help the brand feel polished and cohesive.
Below are a few examples of our work”
Let’s Get In Touch
Howdy Ho! Have a brand that needs to find its footing on rugged terrain? Or just want to swap book recommendations? Drop me a line.
— Tim
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