Maxwell’s bar & grill is an all American diner style venue nestled amongst many ‘tourist trap’ restaurants in London’s covent garden. Opened during the early 1980s the London restaurant serves American classics such as Burgers, Steaks, Ribs and Fajitas. Modern advances in online ‘word of mouth’ have perhaps decreased the appeal of such a prominent location as many tourists already know exactly where they want to eat before they get to a new town or city.
Seeing friends posts on social media channels such as Instagram, tripadvisor and facebook plants the desire to purchase and put up a similar video or picture themselves. To keep up with modern trends the eaterie introduced a range of appealing new dishes with a range of videos through their social media channels to advertise.
The long term strategy has paid off. During the past two years, Maxwells social media following has grown and the company has devised innovative menu items such as the burger cheesebomb, freakshakes and its latest creation, the doughnut burger. All these items are heavily featured on the brands social media channels. Many of the food videos have received 70-200 user likes and up to 30,000 unique plays. The company now credits this long term social media strategy with adding an additional £1million onto the London restaurant’s turnover for 2016/17.