Malibu (Formerly Malibu Taco, an RGR Hospitality Concept) is a unique, cali-mex establishment in the heart of Downtown Fairfield. With a beautiful outdoor patio, delicious spins on classic dishes, and great drinks, Malibu is always the vibe.
As Social Media Marketing Manager for RGR Hospitality, I have had the unique opportunity to be a part of Malibu's recent rebranding, helping to take both the restaurant and social media to new levels. Alongside introducing our established community to the new 'Bu, I have:
- Launched Malibu's first paid social media campaigns that focus specifically on new customer acquisition from target populations
- Increased engagement across all platforms by 40.4% within my first six months
- Had the honor of directing a large-scale content shoot
PAID SOCIAL MEDIA ADVERTISING
Paid social media advertising has really changed the game for Malibu. Through our paid ads on social, general interest in Malibu has skyrocketed, and we are busier than ever. Interest in our new menu items has increased tremendously since our rebrand, and locals are now seeing Malibu in a new perspective. Not only has local interest increased overall, but other key aspects of our brand like gift card revenue have been positively impacted through our paid social media efforts.
In January of 2024 the rebrand for Malibu was implemented, which included a facelift to the restaurant to compliment our recent menu changes as well as the quiet dropping of "Taco" from our name. The forefront of the rebrand was the idea that we're no longer just a place for tacos - we have more, better things to offer. We also wanted to increase interest in new audiences, specifically from adults from the ages of 35-54. Through geographically targeted ads and a brand voice adjustment, I successfully have increased the size of our target age ranges while not losing interest from our already established audience of younger adults. The best part? We're seeing our results from social in real life, with a noticeable amount of reservations from new customers within our target age range.
CREATIVE CONCEPT SHOOT - JANUARY 2025
Creative Director: Jacqueline Forget | Photographer: Meghan Olsen
As Social Media Marketing Manager for RGR Hospitality, I had the honor of leading a creative, content-driven photoshoot for all three of our concepts with the help of Meghan Olsen, a wonderful and talented locally based photographer. She saw the vision and helped me run with it! See below some of my favorites from the shoot specific to the Malibu Taco concept.
CONTENT CREATION
