31 Jan Aldaco’s Mexican Cuisine 2024 Annual Case Study

In 2024, Aldaco’s Mexican Cuisine, a prominent San Antonio restaurant, achieved remarkable growth through our integrated digital marketing approach. Embark Marketing’s strategy encompassed social media management, reputation management, content creation, Meta advertising, and public relations, resulting in significant increases in digital engagement, brand awareness, and media coverage.

Client Overview

Aldaco’s Mexican Cuisine, a cornerstone of San Antonio’s dining scene, partnered with us beginning in July of 2023 to enhance their digital presence and connect with their community more effectively. Our comprehensive strategy focused on showcasing their authentic cuisine, vibrant atmosphere, and special events while maintaining active engagement with their customer base.

Strategic Approach & Results

Social Media Management

Our multi-platform social media strategy delivered exceptional growth across all major platforms:

Total Audience Growth:

• Overall audience increase: 25.5% (reaching 15,849 followers)
• Net audience growth: 5,391 new followers (352.3% increase from 2023)
• Platform-specific growth:
  • Instagram: 2,552 new followers (186.7% increase)
  • Facebook: 526 new followers (74.8% increase)
  • TikTok: 2,343 new followers (new platform addition)

Engagement Metrics:

• Total impressions: 1,319,426 (11.5% increase)
• Total engagements: 26,595 (60.7% increase)
• Overall engagement rate: 2% (55.5% increase)
• Video views: 223,361 (72% increase)

Content Creation Strategy

In 2024, our content strategy focused on visual storytelling, aligning with Aldaco’s branding and the rich heritage of the San Antonio market. Each piece of content was thoughtfully curated to reflect the restaurant’s vibrant personality, authentic Mexican cuisine, and cultural significance. This approach allowed us to effectively engage both local diners and visitors.

Key Highlights:

• Outdoor Dining Spotlight: A significant portion of our content celebrated Aldaco’s picturesque outdoor dining experiences, particularly its scenic patio. Posts showcasing sunset views and ambiance resonated strongly with audiences, further establishing Aldaco’s as a top choice for alfresco dining.
• Promotional Campaigns: We designed and executed several successful promotional campaigns that highlighted the restaurant’s unique offerings:
  • Moonrise Dinners: Ticketed events featuring curated menus and romantic settings under the moonlight captured audience attention, with posts earning above-average engagement rates.
  • Special Event Dinners: Limited-seating, ticketed dinner events brought a sense of exclusivity and encouraged early reservations, boosting engagement and driving website traffic.
  • Holiday Promotions: Seasonal content, such as Día de los Muertos altars and Christmas-themed cocktails, brought festive energy to the feed, increasing user-generated content and community participation.
• Post Frequency & Reach:
  • Published 1,912 posts, a 24.5% increase from 2023, with a balance of static posts, videos, and stories to cater to diverse audience preferences.
  • Video content—spanning Instagram Reels and Facebook videos—proved particularly impactful, achieving a combined viewership of over 223,000, marking a 72% increase.

Our content team worked meticulously to ensure that each post was not only visually appealing but also deeply rooted in Aldaco’s branding. This included:

• Emphasizing authentic Mexican cuisine, San Antonio’s cultural vibrancy, and Aldaco’s legacy as a cornerstone of the dining community.
• Utilizing a warm and inviting color palette that mirrored the restaurant’s ambiance.
• Showcasing staff and behind-the-scenes glimpses, creating a personal connection between the brand and its followers.

This cohesive approach to content creation ensured that Aldaco’s remained not just a dining destination but also a vital part of the community’s cultural fabric.

Social Media Contributions

Our social media efforts in 2024 played a pivotal role in elevating Aldaco’s Mexican Cuisine’s online presence, fostering community engagement, and driving foot traffic to the restaurant. By combining a strategic approach with creative execution, we delivered consistent growth and meaningful interactions across all platforms.

Platform-Specific Strategies:

• Instagram:
  • Focused on visual storytelling, including professional food photography, videos of menu highlights, and user-generated content to bring Aldaco’s vibrant dishes and atmosphere to life.
  • Leveraged Instagram Reels to showcase popular menu items, behind-the-scenes preparation, and cultural events like Día de los Muertos, resulting in a 76.5% increase in video views.
  • Curated Instagram Stories to provide real-time updates, feature customer testimonials, and promote limited-time offers, driving a 45% increase in story views.
• Facebook:
  • Emphasized community-building through event promotion, frequent posts, and engagement-driven content like holiday specials.
  • Achieved a 74.8% growth in audience size by consistently responding to comments, fostering conversations, and amplifying media coverage.
• TikTok:
  • Introduced TikTok to Aldaco’s digital strategy, creating short-form videos featuring trending sounds and playful content that highlighted the restaurant’s lively atmosphere.
  • Gained over 2,300 followers within the first year, successfully engaging a younger demographic and expanding the brand’s audience.

Creative Campaigns:

• Event Promotion: Promoted events such as Moonrise Dinners, ticketed experiences, and seasonal campaigns, achieving significant engagement and bolstering attendance. Event-focused posts were shared in a series, from teasers and live updates to post-event highlights, creating sustained interest.
• Heritage & Storytelling: Posts were thoughtfully crafted to celebrate Aldaco’s legacy and reflect its deep roots in San Antonio culture. This included spotlighting traditional Mexican recipes, sharing the story behind signature dishes, and honoring the restaurant’s role in the community.
• User-Generated Content: Actively encouraged guests to share their dining experiences through branded hashtags and reposted customer photos, fostering a sense of inclusivity and trust.

Key Metrics Achieved:

• Total Impressions: 1.3 million (11.5% increase), driven by engaging content and strategic post scheduling.
• Engagement Rate: 2% overall (55.5% increase), with top-performing posts achieving 89% higher engagement than the average.
• Audience Growth: 25.5% increase, with a net growth of 5,391 new followers across all platforms.

Real-Time Engagement & Community Management:

• Actively monitored and responded to customer comments, questions, and feedback within hours, ensuring a professional and approachable online presence.
• Managed reviews on platforms like Google and Yelp, addressing concerns and amplifying positive experiences to build brand trust.

Paid Amplification:

Our targeted Meta advertising campaigns enhanced Aldaco’s organic efforts by ensuring key messages reached broader audiences with specifics covered in detail in the Meta Advertising section of this case study. These campaigns supported posts about events, menu launches, and promotions, driving measurable growth in both impressions and conversions.

Meta Advertising

In 2024, Embark Marketing utilized Meta advertising as a cornerstone of its digital strategy for Aldaco’s Mexican Cuisine. With a modest monthly budget of $300, our campaigns demonstrated an exceptional return on investment by amplifying event promotions, special campaigns, and brand visibility.

Key Campaigns and Results:

1. Celebrate National Tequila Day Campaign
   • Engagement Highlights:
     • 3,678 page engagements, including 131 post reactions, 15 saves, and 12 shares.
     • Drove 266 link clicks to the dedicated campaign landing page.
   • Cost Efficiency: Achieved a cost-per-click (CPC) of $0.38, showcasing the campaign’s effectiveness in driving traffic.
2. Hispanic Heritage Month Promotion
   • Engagement Highlights:
     • 2,822 page engagements with 48 reactions and 344 link clicks.
     • 9 saves and 3 shares demonstrated a meaningful connection to the audience.
   • CPC: A highly efficient rate of $0.29 per link click.
3. Brand Awareness Campaign
   • Engagement Highlights:
     • 1,920 engagements, including 195 link clicks and 28 reactions.
     • The campaign’s reach further strengthened the restaurant’s local visibility.
   • CPC: Achieved a record-low cost-per-click of $0.26, indicating strong ad performance relative to the budget.

Impact on Brand Visibility and Engagement:

• Enhanced awareness of Aldaco’s events and specials, including Moonrise Dinners, ticketed dining experiences, and holiday campaigns, through targeted advertising.
• Promoted outdoor dining experiences and key cultural celebrations, such as Día de los Muertos, resulting in higher profile visits and follower growth during peak campaign periods.
• Supported organic growth by amplifying high-performing posts, ensuring they reached both existing and potential customers.

Audience Targeting:

• Leveraged Meta’s robust targeting tools to focus on San Antonio residents interested in Mexican cuisine, local events, and cultural dining experiences.
• Retargeted users who engaged with previous ads or visited Aldaco’s website, nurturing them through the customer journey.

Insights & Optimization:

• Regularly monitored ad performance metrics, including engagement rates and CPC, to refine campaign strategies and allocate budgets to high-performing ads.
• Experimented with various ad formats, including carousel posts, video ads, and boosted Reels, to maximize audience engagement.

Outcomes:
Meta advertising significantly contributed to the restaurant’s overall marketing success, driving traffic to both its social platforms and physical location. By strategically amplifying content and event promotions, Aldaco’s achieved a measurable increase in digital impressions and in-store visits, reinforcing its position as a community favorite.

Reputation Management

In 2024, our proactive approach to reputation management ensured that Aldaco’s Mexican Cuisine maintained a strong and trustworthy presence across key review platforms, including Google, Yelp, and Facebook. By engaging with customers promptly and professionally, we reinforced brand loyalty and enhanced public perception of the restaurant.

Key Strategies and Actions:

• Timely Responses to Reviews:
  • All reviews were addressed within 24 hours, demonstrating Aldaco’s commitment to customer satisfaction.
  • Positive reviews were acknowledged with personalized thank-you messages, fostering goodwill and encouraging repeat visits.
  • Constructive criticism was handled with empathy and professionalism, offering resolutions to turn potentially negative experiences into positive outcomes.
• Amplifying Positive Feedback:
  • High-scoring reviews were featured on Aldaco’s social media channels, showcasing real customer experiences.
  • Created visuals for “Review Highlights” posts, which consistently received above-average engagement on Instagram and Facebook.

• Review Monitoring and Insights:
  • Regularly monitored reviews to identify trends in customer feedback, such as popular dishes, service highlights, or areas needing improvement.
  • Provided monthly reports to Aldaco’s leadership team with actionable insights derived from review data.

Impact on Brand Trust and Visibility:

• Strengthened trust among current and potential customers by demonstrating responsiveness and care for their feedback.
• Enhanced the restaurant’s overall star rating across platforms by resolving customer concerns and encouraging satisfied diners to leave reviews.

Notable Achievements:

• Achieved an average response time of under 12 hours for online reviews, exceeding industry standards.
• Increased the volume of 5-star reviews by 18% compared to 2023, reflecting improved customer experiences.
• Leveraged customer reviews in public relations campaigns, further validating Aldaco’s reputation as a cornerstone of San Antonio’s dining scene.

Community Engagement Through Reviews:
In addition to resolving individual concerns, Aldaco’s reputation management efforts emphasized community connection. By actively engaging with reviewers, the brand positioned itself as not just a restaurant but an integral part of the local dining culture.

By prioritizing customer feedback and maintaining consistent engagement, Aldaco’s reputation management efforts served as a critical pillar of the restaurant’s overall success in 2024, driving both trust and loyalty among its audience.

Integrated PR and Social Media Strategy

Our coordinated approach to public relations in collaboration with social media created a powerful amplification effect, maximizing the impact of each media placement and driving significant engagement across platforms.

Media Coverage Impact on Social Metrics:

The strategic integration of earned media coverage into our social media content strategy contributed significantly to our engagement metrics. When we shared press coverage across our social platforms, we observed:

Peak Engagement Periods:

Our highest engagement rates coincided with major press coverage, particularly during key events and recognitions:

The “Best Patio” recognition from San Antonio Current generated our highest-performing social media post of 2024, achieving:

• 89% higher engagement than our average post
• 2,300+ shares across platforms
• 156% increase in profile visits during the announcement week

National Recognition Amplification:

The National Restaurant Association feature on innovative alcohol sales strategies provided compelling content that we leveraged across platforms:

• Generated 4,200+ video views of related cocktail content
• Increased beverage-related content engagement by 165%
• Drove a 45% increase in Instagram Story views for behind-the-bar content

Cultural Celebration Coverage:

Our Día de los Muertos press coverage created a multimedia storytelling opportunity:

• Instagram Reels featuring altar displays reached 15,000+ views
• User-generated content increased 78% during the celebration period
• Facebook event engagement rose 125% compared to non-featured events

Cross-Platform Content Strategy:

We developed a systematic approach to maximizing media coverage:

Pre-Coverage Phase:

• Created anticipation through behind-the-scenes content
• Developed teaser campaigns for upcoming features
• Engaged followers with preview content

During Coverage:

• Real-time sharing of media mentions
• Live updates from featured events
• Interactive stories encouraging follower engagement

Post-Coverage Amplification:

• Repurposed media coverage into multiple content formats
• Created highlight reels of featured events and recognitions
• Developed user-generated content campaigns around media themes

Community Impact Results:
The integration of community initiatives with media coverage strengthened social engagement:

• Maui wildfire relief coverage drove a 200% increase in community-related post-engagement
• Industry award recognition generated 3,500+ LinkedIn impressions
• Local business features sparked a 145% increase in Stone Oak location tags

Content Performance Optimization:
We identified that media-validated content consistently outperformed standard posts:

• 72% higher average engagement rate
• 89% increase in save/bookmark actions
• 95% higher share rate

Strategic Timing:
By coordinating PR and social media calendars, we maximized the impact of each media placement:

• Released supporting social content within 24 hours of media coverage
• Created multi-day content series around major features
• Developed themed weeks aligned with press coverage topics

The integration of public relations and social media proved to be a dynamic and highly effective strategy for Aldaco’s Mexican Cuisine in 2024. By aligning earned media coverage with social content, we created a powerful synergy that amplified the restaurant’s visibility, engagement, and cultural relevance. Each phase of the strategy—from pre-coverage anticipation to post-coverage amplification—maximized the reach and impact of Aldaco’s media features. 

This coordinated approach not only boosted engagement metrics across platforms but also strengthened Aldaco’s connection to its community through impactful storytelling and meaningful initiatives. By leveraging press coverage to drive social media growth, Aldaco’s positioned itself as a beloved dining destination and a vital part of San Antonio’s cultural fabric.

A Comprehensive Strategy with Tangible Results

Aldaco’s success in 2024 stemmed from a unified approach to marketing that combined innovative digital strategies with a deep understanding of its community. From spotlighting cultural celebrations like Día de los Muertos to promoting unique experiences such as Moonrise Dinners, the restaurant not only expanded its reach but also reinforced its role as a beloved cornerstone of San Antonio’s dining culture.

By improving its social media impact, curating branded content reflective of its heritage, responding to customer feedback with care, and integrating PR with digital platforms, Aldaco’s Mexican Cuisine achieved sustained growth and positioned itself for continued success. The remarkable strides made from 2023 to 2024 highlight the value of a cohesive and adaptive marketing approach tailored to the unique needs of the brand and its audience.

Have a blooming restaurant concept & need assistance getting the word out? Contact Embark Marketing today for a complimentary assessment of your current or future eatery.