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Case Study: Salata Cibolo Grand Opening | National Restaurant Openings (NRO)
Role
Lead Digital Marketer that oversees the Digital, Public Relations and Loyalty execution.
As the Digital Marketing Manager at Salata, I’ve developed and executed digital strategies for over 15 restaurant openings nationwide. My most recent launch in Cibolo, TX became our most successful NRO to date — outperforming all previous campaigns in both digital performance metrics and in-store results, including setting a new all-time record for Day 1 GO (Grand Opening) sales.
The Challenge:
Launch Salata's newest restaurant in Cibolo, TX with a digital marketing campaign that not only builds strong local awareness and engagement, but also drives app adoption and in-store traffic during Grand Opening (GO). The goal was to outperform previous digital benchmarks and support the team in breaking historical sales records.
The Approach:
As Digital Marketing Manager, I led the end-to-end development and execution of a fully integrated digital strategy tailored to Salata's NRO process. With experience leading 15+ restaurant launches, I applied a multi-phase approach that spans:
Channels Activated:
1.Meta (Facebook + Instagram)
2.TikTok (awareness pilot)
3. LinkedIn (Business 2 Business (B2B) and brand credibility)
4.Local Influencer (Instagram)
Key Tactics:
1.Teaser + countdown organic posts
2.High-performing Facebook Event page
3.Boosted posts for awareness + traffic
4.Loyalty campaign for app downloads
5.Influencer giveaway: "Salata for a Year"
Impact:
This launch became the most successful digital NRO in company history, supporting a Grand Opening sales day that broke historical records with a double-digit increase over previous highs.
