The Wardroom: Growth & Visibility Strategy
Driving an immediate increase in off season revenue and long-term stability

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Your Core Strengths: Why We Can Win
You’ve built something special, a warm, welcoming place with strong reviews and a loyal following. The food, the service, the atmosphere… that’s the hard part. You’ve already done it.
Waterfront Location
Prime positioning with stunning views—a key selling point for winter escapes.
Family-Run Reputation
Authentic, personal service that builds loyalty and generates 5-star word-of-mouth.
Signature Dishes
Strong local identity with memorable menu items that convert online browsers into diners.
Perfect Off-Season Vibe
Warm, comfortable space ideal for winter dining, contrasting the cold weather outside.
The next step is making sure more people discover you, especially in the quieter months. Locals, day-trippers, and walkers are still looking for somewhere great to eat and drink.

This walk through will help show you what’s possible, what actually works, and what we can take off your plate so you can focus on running The Wardroom.

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Current Visibility
The Gap to Close

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Your competitors aren’t doing a better job with food or service, they’re just more visible online.
Because most people decide where to eat based on Google, Facebook, Instagram, and search terms like “breakfast Salcombe” or “coffee near me”, the businesses that appear first get the customers.
This quick comparison isn’t meant to overwhelm you — it’s simply to show the gap between your quality and your visibility… and how fixing that gap leads directly to more footfall.

Key Takeaway: Competitors have 3 to 5 times your review volume,
  • More people see them instead of you.
  • Google recommends them more often.
  • People searching for somewhere will go to your competitors.

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4 Step Growth System: An Engine for Year Round Growth
This is the structure we follow to steadily increase visibility, footfall, and repeat business in a way that makes sense even if you’ve never marketed before.
It’s simple to understand, but doing it well takes time, tools, and consistent effort. That’s the piece we handle for you.
FOUNDATION
Align Website SEO & Google Business Profile (GBP) Core. (The essential technical bedrock.)
VISIBILITY
Implement PPC + SEO + AEO. (Be found by searching customers.)
ACTIVATION
Execute Meta Ads & Campaigns. (Drive the click, the bookings and more walk ins.)
RETENTION
Manage Email & Review Generation. (Create advocates & grow review count.)
Every element feeds the next creating the building blocks and the framework for a sustainable growth engine.

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Foundation
The setup so everything works better.
Think of this like getting your kitchen organised before a busy shift. The smoother the setup, the easier everything becomes.

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SEO - Search Engine Optimisation
Simply put it's how customers find you online.
Every day, people search for things like "breakfast Salcombe", "coffee near me", or "places to eat in Salcombe".
SEO is simply making your website easier for Google to understand. When someone searches for “brunch Salcombe” or “coffee near me”, you want Google to show your business first.
This doesn’t happen automatically. You need everything structured in a way that Google recognises and trusts.
You don’t need to learn SEO, you just need it done properly.

Why it matters for The Wardroom:
When done properly, your business appears in the right searches at the exact moment customers are ready to visit.

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Synchronising Your Online Presence
Most customers see your Google profile before your website or your menu
When someone searches for "restaurants near me", your Google listing is the first thing they see. This is where potential customers decide: Do I visit or do I scroll past?
That means photos, opening hours, reviews, description, and menu all need to be accurate, appealing, and up to date across ALL social channels.
Google rewards businesses that keep this optimised and shows them more often.

Why it matters for The Wardroom:
On mobile, your Google Business Profile is your primary storefront. A well-optimised profile synchronised with all your other channels is critical for converting searches into footfall.

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Visibility
Once everything is set up properly, we start making people notice you.
📱 Social Media Ads – Reach locals and visitors scrolling through their feeds, building awareness before they're even hungry
🔍 Google Ads – Capture high-intent diners actively searching "great places to eat" and ready to book

Running ads well isn’t about clicking ‘boost post’ — it’s about precise targeting, continuous optimisation, and avoiding wasted spend. That’s what we handle.

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Social Media Ads
Facebook & Instagram Direct Response Advertising
You don’t need thousands of followers, you need the right people seeing the Wardroom at the right time.
  • Locals, weekend visitors
  • Day Trippers, people walking the coast path
  • Families planning brunch
Creating visibility across people that never knew you were there and enticing them to come and visit.
These ads create instant footfall and remind people you’re open, warm and worth visiting.
Google Ads
PPC - Pay Per Click
These appear when someone is literally searching for food.
  • “best place to eat in Salcombe”
  • “coffee near me”
  • “breakfast in Salcombe”
These people already want to eat, they just need to pick a place. Being at the top changes everything.
We run these in a controlled, effective way so you get real results without wasting money.
Why you need it:
  • Guaranteed visibility at the exact moment of decision
  • Predictable, fast revenue injection to offset the winter dip
  • Promote high-margin, off-season events to a warm audience

Why it matters for The Wardroom:
  • More people know about you and are persuaded to come and visit you for the first time.
  • More people walking through the door because they found you when they were looking for what you offer.

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Activation
Turning interest into customers through offers and campaigns that work.
This is where we introduce simple, effective reasons to visit:
  • Winter Warmers
  • Family brunch offers
  • Locals’ Loyalty Club
  • Quiet Time Specials
These aren’t gimmicks — they’re proven ways to turn a quiet week into a steady flow of visitors.
We design, run and manage these so all you have to do is serve the customers who walk through the door.

Most restaurants do occasional offers. The problem is inconsistency. Campaigns only work when done professionally and maintained continuously.

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The Content Strategy: Campaigns and Personas
Targeted Campaigns by Persona
Local Empty-Nest Couple: "Winter Loyalty Card"
Focus: Routine & Feeling Special. Exclusive 5-visit card promoted via Facebook Ads targeting local demographics.
Weekend Breakers: "Winter Day-Trip Destination"
Focus: Convenience & Quality. Google Ads targeting "Lunch in Salcombe / Open Now" combined with beautiful winter brunch images.
Remote Workers: "Your Weekday Escape"
Focus: WFH fatigue. Promoting "Coffee + Cake bundle" and clear WiFi messaging through targeted social ads.
Winter Walkers: "Warm Up After Your Walk"
Focus: Impulsive, immediate need. Google Maps ads combined with Instagram posts promoting hot specials (soup, chowder, hot chocolate).

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Retention
Turning one visit into many
Not everyone returns unless they are reminded. We create simple follow-up systems designed to keep The Wardroom top-of-mind and encourage repeat business.

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Loyalty Incentives
Reward repeat customers with special offers and exclusive benefits, making every return visit more rewarding.
Winter Promotions
Attract diners during quieter months with enticing seasonal promotions and events that create a buzz.
Event Reminders
Keep your audience informed about upcoming special events, themed nights, or new menu launches to drive bookings.
Retargeting Ads
Reconnect with past website visitors or social media engagers through targeted ads, reminding them to return.
This increases repeat business, which is vital in off-season months when footfall naturally declines.

Why it matters for The Wardroom:
It’s significantly cheaper to bring an existing customer back than it is to acquire a new one. Repeat business builds a loyal customer base and provides stable revenue.

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Staying visible without doing all the posting yourself
We provide the ability to pre-plan and post to multiple platforms at the same time with suggested templates ensuring your business always looks active, modern, and welcoming online.
Both Google and your customers trust businesses that maintain a vibrant and consistent online presence. An active social media feed demonstrates that your business is thriving and responsive.
With pre-planned content, you can focus on running your business, knowing your social media is effortlessly managed and always on point, without the daily burden of content creation.

Why it matters for The Wardroom:
Consistency builds trust, and trust brings customers, especially in winter, when a strong online presence can significantly boost engagement and bookings.

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The Way Forward
You’ve already built a business people love. This system makes sure more people discover it and come back all year round.

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The system that brings customers in all year
Customers are already searching for places just like yours, this system makes sure they find YOU.
SEO
Helps you show up more in search results.
Google Business Profile
Converts searchers into actual visitors.
Social Ads
Drives immediate traffic and engagement.
Google Ads
Captures high-intent, ready-to-buy customers.
Follow-ups
Turns one-time visitors into loyal regulars.
Content Templates
Keeps your online presence active and fresh.

Why it matters:
Each part supports the next, creating a powerful, interconnected system. Together, they deliver a predictable customer flow, especially crucial during traditionally quieter months.

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Secure Your Business Success Year Round.
The greatest waste in hospitality is a high-quality venue with empty seats. The investment isn't about paying for a service; it's about guaranteeing visibility so the customers who are already looking for you, find you first.
The Organic Engine
£397/month
Set up everything properly so Google and customers can understand you at a glance.
You’ll appear more consistently across search and Google
We'll post regularly for you to keep your Audience engaged.
Caveat: Cannot close the visibility gap (no paid promotion) & competitors running paid ads will still outrank you.
The Ads Engine
(RECOMMENDED)
£497/month
This is a new addition to the offers here which might suit your budget better.
Combines paid traffic (PPC) and sales campaigns (Social) + AI follow up of leads & offers to secure the future.
Implementing multiple Ad strategies across Google PPC and Social media.
Caveat: Requires separate Ad spend (£800-£1,500/month).
The Growth Engine
(RECOMMENDED)
£1497 one off + £597/month
You compete on equal footing with top restaurants in Salcombe. This is the package to close the visibility gap fast.
Combines paid traffic (PPC) with long-term foundations (SEO) and sales campaigns (Social) + AI follow up of leads & offers to secure the future.
Caveat: Requires separate Ad spend (£800-£1,500/month).
The Growth Driver
£2,497/month
You get a complete hands-off solution where we run your entire digital presence.
Caveat: Ideal for established growth, not initial visibility.
Requires separate Ad spend (£800-£1,500/month).
The quiet season has already begun. Every day that passes is a day your competitors are capturing the local search traffic and securing reservations that should be yours.
I recommend The Growth Engine and to get started ASAP given the quiet season is already here. Given the urgency we will install the complete system, from SEO to paid ads over the coming couple of weeks so that The Wardroom is the first place Salcombe diners see when they look for quality this winter.

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