Serving Up Stories
project overview
Fox Restaurant Concepts is a collection of distinctive restaurant brands built around thoughtful food, memorable spaces and unique guest experiences. The portfolio includes concepts such as Flower Child, The Henry, Culinary Dropout, Blanco, Fly Bye and Doughbird, each with its own personality and audience.
The challenge was creating social content that captured what makes each concept special while building stronger connections with guests online.
The goal was to move beyond traditional restaurant marketing and create content that felt native to social, engaging audiences through storytelling, personality and crave-worthy moments.
client
Fox Restaurant Concepts
role
Art Director
As Art Director, I helped develop and execute social content ideas across multiple Fox Restaurant Concepts brands, including:
Instagram Reel ideation
Creative concept development
Shot list creation
Filming direction
On-set art direction
Talent coordination
Content styling
Visual storytelling
Restaurant social media is about more than showcasing menu items.
Guests connect with the moments surrounding the food: the atmosphere, the people, the experience, and the personality of each brand.
The challenge was shifting the conversation from "Here is what we serve" to "Here is what it feels like to be here."
Each piece of content needed to feel authentic to the individual restaurant while also capturing attention in a fast-moving digital landscape.
the challenge
the idea
Every restaurant has a story worth sharing.
The content strategy focused on finding the moments that make each Fox Restaurant Concepts brand unique, from signature dishes and behind-the-scenes details to the energy of the spaces themselves.
Rather than creating traditional promotional content, the goal was to create entertaining, engaging moments that made audiences feel connected to the brands before ever walking through the door.
the visual direction
The creative approach focused on making food and hospitality feel dynamic, approachable, and memorable.
For each Reel, we developed concepts designed around strong hooks, visual storytelling and intentional pacing. Shot lists and filming details helped guide production, ensuring each piece captured the right moments while maintaining the personality of the individual brand.
The result was content that felt less like an advertisement and more like an invitation to experience the restaurant.
the results
The content helped Fox Restaurant Concepts build stronger social engagement and create a more human connection between guests and its restaurant brands.
Portfolio-Wide Output (All Brands)
175+ shoots executed
5,193+ videos edited
17,797+ posts created
14 platforms managed across 9 brands
Top Content Wins
The Henry's top Reel (Uptown launch): 74.8K plays, 6.8% engagement rate
Doughbird's Dallas opening post: 55K views; Bar Blitzen/pretzel Reels topped engagement
Blanco's margarita flowchart post went viral on Explore, driving its highest-ever engagement rate
Culinary Dropout's Birmingham opening post hit a 27% engagement rate (46,498 engagements)
Flower Child's "Bert Evolved" content and NRO
how we got there
