Restaurants and food / West 3rd Street, Los Angeles / 1 year together

Mood

Mood sells dishes guests can't name. Our content made that an advantage

Mood is a brunch restaurant on West 3rd Street with Eastern European, Mediterranean and Israeli food on one menu. We made people want dishes they couldn't name, and followers grew from 8,818 to 23,300 in a year.

When we started

8,818
followers: 172
posts

A year later

23,300
followers: 2.6x
growth in one year: 394K
views on one reel: 10+
reels over 100,000 views

The account

Mood's own profile, a year apart.

See @mooood.la

When we started8,818 followers

A year later23.3K followers

The challenge

The risk of an unfamiliar menu

Mood is on West 3rd Street, between Beverly Hills and West Hollywood, with an open terrace, brunch by day and dinners on weekends. The menu mixes Eastern European, Mediterranean and Israeli food, which almost nobody else in the area serves: syrniki with condensed milk, chicken Kiev, shakshuka, beet hummus.

An unfamiliar dish is a barrier. On a Saturday morning, people pick a place where they know exactly what they'll order. The less they recognize on a menu, the faster they leave for a competitor with eggs Benedict.

The starting point

What Mood had before us

Mood opened two years ago, and we have worked with it for one. To be fair, it started strong without us. The food was good, and lots of bloggers filmed the place in the first months.

But blogger content has a limit. A creator comes once, films a reel and moves on. That attention is rented, and it ends with the post. Our job was to build Mood's own account, one that gives people a reason to come every day.

What we did

Make them want it first

We never explained what syrniki are. We made people want them before they wondered about the name. The unfamiliar menu stopped being a barrier and became an excuse to come try what the places nearby don't have.

The unusual food went from a risk to the reason guests choose Mood. Today people call it one of the most Instagrammable brunch spots in the city.

Food
Dishes you want to taste through the screen.
Drinks
Drinks that get filmed before anyone takes a sip.
Atmosphere
The terrace, the light and the people: a Saturday morning you want to be part of.

Page Management
Content Production
Food and Drink Reels
Holiday Campaigns
Audience Growth

The content

A Saturday morning you want to be part of

Dishes you want to taste through the screen, drinks that get filmed before anyone takes a sip, and the terrace, the light and the people.

394K
top reel: 358K
second: 344K
third

Tap to preview

Atmosphere

Tap for sound

Sample content

Seasonal content

Holidays that bring people in

We also tied the feed to the dining room, which even big restaurants rarely do. For New Year's, the Grinch appeared in our reels, then greeted guests at the door on weekends. People who saw him online came to meet him, with their kids and friends.

Holiday posts usually work as a greeting. These worked as an invitation with a specific reason to come this weekend. They got fewer views than the food content, but their job was the visit, not the reach.

Films

Mood in widescreen

The results

What the numbers showed

In one year, followers grew from 8,818 to 23,300, 2.6 times as many. On Mood's own account, more than ten reels passed 100,000 views, including 394,000, 358,000, 344,000, 316,000, 299,000, 267,000 and 236,000. A regular reel gets 11,000 to 45,000.

One result doesn't show up in the stats. In its second year, Mood opened an evening program. A new format is one of the most expensive things a restaurant can launch, because you have to gather guests all over again. Mood already had them: 23,300 people who know the place and want to see what's next.

8,818 to 23,300
followers in one year: 10+
reels over 100,000 views: 11K to 45K
views on a regular reel

Why it matters

Bloggers give you a spike. Your own account gives you a steady flow. The first is good for a launch, but you can't build a business on it, because every new burst of attention has to be bought again.

Unusual food stops being a problem when you show it instead of explaining it. Guests don't need to understand what they're ordering. They need to want to order it.

And the audience you build is an asset for whatever comes next. A new direction, an evening format, a seasonal offer or a second location all launch faster and cheaper when people are already waiting for your next step.