Paschal's Restaurant Digital Transformation & Growth

[ goal ]

To modernize Paschal’s digital presence while honoring its rich history, keeping the brand relevant during the pandemic, and driving increased engagement and foot traffic.

Paschal’s: The Atlanta Soul Food Icon That Went Viral

For over 75 years, Paschal’s has been more than just a restaurant—it’s a piece of Atlanta’s history. Known for serving Dr. Martin Luther King Jr. and civil rights leaders, it remains an iconic Black-owned establishment. But in a fast-paced digital world, even legends need to evolve.

THE CHALLENGE: Paschal’s wanted to expand its audience, attract younger diners, and boost catering orders. While it had a strong reputation, it needed fresh marketing strategies to engage modern customers.

[ solution ]

What 

we did ?

THE LEVELUP SOLUTION: We implemented a data-driven, culture-forward marketing strategy that blended history with modern digital engagement: ✅ ATL Culture-Driven Content: We created high-energy, engaging content inspired by hip-hop, food culture, and Paschal’s legacy. ✅ HBCU Student Outreach: Using social media ads & influencer partnerships, we targeted Spelman, Morehouse, and Clark Atlanta students craving soul food away from home. ✅ Viral Social Media Strategy: By leveraging TikTok & Instagram Reels, we increased brand engagement by 50%, with one video reaching 40K+ views. ✅ Influencer Partnerships: Local food influencers shared their Paschal’s experiences, bringing in a new wave of food lovers. ✅ Holiday Catering Push: Strategic ad campaigns + email marketing = a 20% increase in catering orders & 15% more holiday reservations.

THE RESULTS: ✔ 40K+ views on viral Instagram & TikTok campaigns ✔ 15% increase in holiday reservations ✔ 20% boost in catering orders ✔ Stronger Gen Z & Millennial engagement

THE TAKEAWAY? Even historic brands need modern marketing to keep growing. Paschal’s didn’t just adapt—they THRIVED. 📢 Want results like this for your restaurant? Work with the agency that understands Black-owned restaurant marketing. Contact LevelUp Social Marketing today! 🚀

Pandemic Adaptation & Revenue Recovery Introduced online ordering and to-go options to maintain revenue during lockdowns. Leveraged social media engagement with posts that resonated with people stuck at home, keeping Paschal’s top-of-mind. Created content that reflected shared experiences, fostering a sense of community.

CONCLUSION

200% Increase in Foot Traffic – After the stay-at-home order was lifted, demand surged, requiring additional staffing to accommodate new customers.

‍Expanded Revenue Streams – Online ordering and takeout options brought in new revenue that had not previously existed.

‍Enhanced Digital Presence – Website traffic increased significantly, leading to greater brand visibility and engagement.

‍Stronger Community Connection – Customers engaged more deeply with Paschal’s history, creating a loyal and engaged audience.

‍Social Media Growth & Engagement – Posts featuring historic figures and interactive storytelling led to a higher reach and engagement rate.

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200%

Foot Traffic

35%

Increase Revenue

40K

TikTok Views

50%

Brand Engagement

200% Increase in Foot Traffic – After the stay-at-home order was lifted, demand surged, requiring additional staffing to accommodate new customers.

‍Expanded Revenue Streams – Online ordering and takeout options brought in new revenue that had not previously existed.

‍Enhanced Digital Presence – Website traffic increased significantly, leading to greater brand visibility and engagement.

‍Stronger Community Connection – Customers engaged more deeply with Paschal’s history, creating a loyal and engaged audience.

‍Social Media Growth & Engagement – Posts featuring historic figures and interactive storytelling led to a higher reach and engagement rate.

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