Prep & Pastry is a beloved brunch concept with a strong culinary point of view, a loyal customer base, and a growing footprint in the Arizona market. As the brand looked to increase awareness, drive traffic, and strengthen its local presence, they partnered with Tigrett to create a connected marketing program built around digital visibility, community engagement, and in-person brand experiences.
Turning Local Love Into Measurable Momentum
01
// The Challenge
Prep & Pastry already had strong brand recognition and a product people loved.
The problem with being successful for 10 years is you’re no longer the hot new kid on the block. PREP & PASTRY needed a marketing partner who could help drive awareness for key locations and promotions, improve the digital path from discovery to visit, increase visibility in local search, build credibility through influencer and community relationships, create buzz through hosted events and social storytelling and most importantly connect online marketing efforts with real-world guest engagement.
02
// The Solution
The opportunity was to turn that existing affection into more consistent visibility, increased local traffic, and stronger promotional momentum.
Rather than treating each tactic as a standalone effort, we built a campaign ecosystem that connected paid media, influencer partnerships, local SEO, social promotion, weekly and monthly offers, hosted events, and a refreshed website landing page experience.
The result was a multi-channel growth strategy designed to meet guests wherever they were: searching for brunch, scrolling social, discovering local creators, attending community events, or deciding where to dine next.
The Strategy
Our strategy focused on creating a full-funnel local marketing engine for Prep & Pastry.
We connected digital performance channels with organic storytelling and community-first activations, ensuring that every campaign touchpoint worked together to create awareness, engagement, and action. The strategy was organized around four key goals:
01
Increase Local Visibility
We used paid media, local SEO, and social promotion to help Prep & Pastry show up more consistently where guests were already searching, scrolling, and planning their next dining experience.
02
Improve the Path to Conversion
We overhauled the website landing page experience to better support campaign traffic, location-specific messaging, promotions, and guest decision-making.
03
Build Social Proof
Through influencer partnerships, event coverage, and community engagement, we helped create authentic third-party validation and guest-generated excitement around the brand.
04
Keep the Brand Culturally Active
Weekly and monthly promotions, hosted events, and grassroots marketing gave Prep & Pastry a steady rhythm of timely, relevant reasons for guests to engage.
Digital Advertising
For Prep & Pastry, digital advertising played a key role in turning local attention into measurable action. Rather than running generic restaurant ads, we built campaigns around specific business goals: driving awareness for key promotions, supporting hosted events, increasing visibility for new menu items, and keeping the brand top of mind with local diners.
Paid social was the primary channel for reaching visually driven audiences with craveable food photography, event messaging, lunch menu promotions, weekly specials, and community-focused content. Campaigns were built around local audience targeting, helping Prep & Pastry reach people in the surrounding market who were most likely to be interested in brunch, lunch, cocktails, events, and memorable dining experiences.
Digital advertising also supported major campaign moments like the New Year’s Bash, 1 Year Anniversary Block Party, and Lunch Menu Influencer Launch Event. Each event gave the paid strategy a timely hook, whether promoting the patio pop-up shop, live music, build-your-own cocktail bar, free-brunch-for-a-year giveaway, community celebration, or influencer-driven menu launch content.
To improve performance, campaign traffic was directed toward a refreshed landing page experience that gave users a clearer path from interest to action. This helped connect the ads to the larger marketing ecosystem, allowing paid media to work alongside local SEO, social promotion, influencer partnerships, events, and weekly/monthly promotions.
Throughout the engagement, campaigns were monitored and optimized based on audience response, creative performance, clicks, engagement, and landing page activity. The result was a paid media strategy that did more than generate impressions. It helped amplify Prep & Pastry’s most important brand moments and turn timely local interest into real-world visits.
Key activities included:
- Campaign planning and audience targeting
- Paid social promotion
- Search and/or local-intent campaign support
- Creative asset development for ads
- Promotion-specific campaign messaging
- Ongoing performance optimization
Location-Based Landing Page Optimization
A major focus of the engagement was improving the website landing page experience so it could better support local discovery and campaign traffic.
We refined the landing page with location-specific content, stronger calls to action, clearer promotional messaging, and a more intentional structure around how guests search and make dining decisions. The goal was to make the page more useful for both search engines and real people.
This included improving page content around local dining intent, brunch-related search terms, menu offerings, promotions, events, and location-specific reasons to visit. By aligning the landing page with how guests actually search, the website became a stronger destination for organic traffic, paid media traffic, influencer traffic, and social promotion.
Key activities included:
- Clearer campaign and location messaging
- Stronger visual hierarchy
- Promotion-focused content sections
- Improved calls to action
- Better mobile usability
- A more streamlined user journey from interest to action
Local SEO
For a restaurant brand like Prep & Pastry, local search visibility is one of the most important drivers of discovery. Guests are not only searching for the brand by name. They are searching for brunch, lunch, cocktails, patios, events, specials, and nearby dining experiences in real time.
Our local SEO strategy focused on helping Prep & Pastry show up in the moments when people were actively deciding where to eat, where to meet friends, where to celebrate, or where to try something new.
Rather than treating local SEO as a one-time technical checklist, we approached it as an ongoing visibility system built around location relevance, fresh content, accurate information, and promotional momentum.
Key activities included:
- Local search optimization
- Location-focused content improvements
- Promotion and event visibility support
- Google Business Profile content recommendations
- Search-friendly landing page updates
- Local keyword and content alignment
Local Keyword Strategy
Local SEO required more than inserting city names onto a page. The strategy focused on matching Prep & Pastry’s content with real local search intent.
This included identifying keyword opportunities tied to:
- Brunch restaurants
- Lunch restaurants
- Best brunch near me
- Patio dining
- Local restaurant events
- Restaurant specials
- Cocktails and Bloody Marys
- Bakery and pastry offerings
- Location-specific dining searches
- New menu launches
These keyword themes helped guide landing page content, social captions, event promotion, Google Business Profile updates, and campaign messaging. The goal was not simply to rank for broad restaurant terms. It was to increase visibility for the types of searches that indicate someone is close to making a dining decision.
Google Business Profile Optimization
Google Business Profile played a key role in strengthening local search and map visibility.
For Prep & Pastry, this meant keeping location information accurate, timely, and relevant while using the profile as an active communication channel rather than a static listing. Restaurant guests often make fast decisions directly from Google Search or Maps, so the information surfaced there needed to be current and compelling.
Tactics included supporting updates around specials, events, menu highlights, hours, location information, and timely promotions. This helped reinforce Prep & Pastry’s relevance in local search while giving potential guests more reasons to click, call, navigate, or visit.
Review and Reputation Signals
Reviews are a major trust signal in local restaurant discovery.
While the broader campaign focused heavily on visibility and engagement, local SEO also benefited from strengthening the guest experience loop. Events, promotions, influencer visits, and community activations gave guests more reasons to interact with the brand, share their experience, and contribute positive social proof.
By creating memorable in-person experiences, Prep & Pastry had more opportunities to encourage organic word of mouth, user-generated content, and review activity, all of which support local credibility.
Activations & Hosted Events
To bring the Prep & Pastry brand experience beyond digital channels, we helped concept, promote, and support a series of hosted events designed to generate local buzz, deepen community connection, and create content-worthy moments around the brand.
Each event had a distinct purpose within the larger marketing strategy: celebrate the brand, introduce new offerings, engage loyal guests, attract new audiences, and give influencers and community members a reason to experience Prep & Pastry in person.
Key activities included:
- Event concepting
- Guest and influencer coordination
- Promotional planning
- Social content support
- Event coverage
- Post-event amplification
The New Year’s Bash
The New Year’s Bash was created as a high-energy, community-driven celebration designed to position Prep & Pastry as more than a brunch destination. It became a place for guests to gather, celebrate, shop local, and experience the brand in a more memorable, interactive way.
To bring the event to life, we helped shape the activation around several key engagement tactics. A full pop-up shop was hosted on the patio, bringing together local businesses and makers in a way that turned the restaurant into a neighborhood marketplace. This added depth to the event experience while reinforcing Prep & Pastry’s connection to the local community.
The event also featured a build-your-own cocktail bar, giving guests a fun, customizable experience that encouraged participation, social sharing, and longer on-site engagement. Rather than simply attending a themed event, guests were invited to interact with the brand in a way that felt festive, personal, and highly shareable.
To elevate the atmosphere, a live musician was also incorporated into the event experience, adding energy, warmth, and a celebratory backdrop for guests as they explored the patio pop-up, enjoyed cocktails, and connected with the brand in person.
To drive attendance and reward in-person participation, we also supported a giveaway promotion for all event attendees. Guests who attended the New Year’s Bash were entered for a chance to win free brunch for a year, creating a strong incentive to show up while giving the event a promotional hook that could be used across social media, digital advertising, and community outreach.
Together, the patio pop-up shop, build-your-own cocktail bar, live music, and free-brunch-for-a-year giveaway helped turn the New Year’s Bash into a standout brand moment. It created excitement, brought local businesses and guests together, and gave Prep & Pastry a memorable way to start the year with its community.
Lunch Menu Influencer Launch Event
To support the launch of Prep & Pastry’s new lunch menu, we helped coordinate an influencer-focused launch event designed to introduce the offering through trusted local voices.
By bringing food creators and local influencers into the restaurant for a curated experience, the event generated authentic social proof and helped position the lunch menu as something worth discovering. Influencers were able to taste, capture, and share the new menu in real time, creating a wave of awareness that extended beyond Prep & Pastry’s owned channels.
The launch event helped bridge the gap between a new product offering and the audience most likely to try, share, and recommend it.
1 Year Anniversary Block Party
To celebrate the one-year milestone of the Gilbert location, we helped create the 1 Year Anniversary Block Party as a community-first event that brought together guests, neighbors, local partners, and brand fans.
The block party was designed to do more than mark an anniversary. It served as a public celebration of the restaurant’s place in the local community, reinforcing Prep & Pastry as a neighborhood favorite while creating new opportunities for social content, guest engagement, and local awareness.
This event helped transform a business milestone into a shared community moment.
Influencer Marketing
Influencer marketing played an important role in helping Prep & Pastry reach local audiences through trusted voices in the food, lifestyle, and community space. For a restaurant brand, the guest experience is highly visual and highly shareable, making local creators a natural extension of the campaign strategy.
Our approach focused on building authentic awareness rather than one-off promotional posts. We identified creators whose audiences aligned with Prep & Pastry’s ideal guests: people looking for brunch spots, lunch destinations, cocktails, local events, new menu items, and memorable dining experiences. By partnering with creators who already had credibility in the local market, we helped introduce Prep & Pastry to audiences in a way that felt organic, personal, and discovery-driven.
Key activities included:
- Influencer identification and outreach
- Partnership coordination
- Hosted experiences
- Content direction and messaging alignment
- UGC collection and amplification
- Social promotion of influencer content
Influencer partnerships were used to support key campaign moments throughout the engagement. For the Lunch Menu Influencer Launch Event, creators were invited to experience the new menu firsthand, capture their favorite dishes, and share the launch with their audiences in real time. This helped give the new lunch offering immediate social proof while expanding Prep & Pastry’s positioning beyond brunch and into a broader dining occasion.
Influencers also helped amplify hosted events, weekly and monthly promotions, and community-driven activations. Their content gave potential guests a real look at the atmosphere, food, cocktails, events, and energy of the brand. Instead of simply telling people why they should visit, the campaign allowed local creators to show the experience through photos, videos, stories, reels, and first-person recommendations.
Beyond reach, influencer marketing created a valuable library of user-generated content that could be reshared across Prep & Pastry’s owned social channels and supported through paid media. This gave the larger campaign more authenticity, more variety, and more social proof, helping each event or promotion live beyond its original moment.
The result was an influencer strategy that worked as both an awareness channel and a credibility builder. By connecting local creators with real in-person experiences, Prep & Pastry was able to strengthen its presence in the community, build buzz around new offerings, and turn social influence into meaningful local discovery.
Weekly and Monthly Promotions
To keep Prep & Pastry top of mind between major campaign moments, we developed a consistent promotional rhythm built around weekly and monthly offers. These promotions gave the brand timely reasons to show up across digital advertising, social media, local SEO, influencer content, and in-store guest engagement.
Each promotion was designed to do more than announce a special. The goal was to create recurring reasons for guests to visit, try something new, return with friends, and engage with the brand beyond a single dining occasion. By aligning offers with the broader marketing calendar, we were able to support both short-term traffic goals and long-term brand awareness. They kept the brand feeling fresh, gave the marketing strategy consistent momentum, and helped turn seasonal offers, menu features, and limited-time specials into meaningful drivers of local engagement.
Key activities included:
- Weekly promotion planning
- Monthly campaign themes
- Offer messaging
- Paid and organic promotional support
- Landing page updates
- Social content coordination
