All case studies
Hospitality·Auckland, NZ·10 weeks
Fern & Bone Café
From quiet weekdays to a 3-week brunch waitlist.
+412%
Bookings via Instagram in 10 weeks
+28%
Weekday cover count vs prior quarter
3 weeks
Brunch waitlist by week 8
The story
Mia opened Fern & Bone in a Grey Lynn corner shop with a tiny budget and a big idea: slow food, big windows, no rules. Six months in, weekends buzzed but weekdays were dead — and her ad spend was disappearing into the void.
The challenge
Mia was posting every day and getting nowhere. The feed looked nice but said nothing distinctive. Her ideal customer (locals, freelancers, mum's groups) couldn't tell what made the café different from the other six on the strip.
What we did
- 01Audited her positioning, offer mix, and 30 days of analytics. Picked one weekday hero (Lunch Set $24) and one weekend hero (Bottomless Brunch).
- 02Rebuilt her content pillars: 50% process & ingredients (educate), 30% the team (story), 20% specials (sell). One offer per fortnight, never two at once.
- 03Built a 12-post fortnightly content calendar — captions in her voice, shot on her phone with our lighting tips.
- 04Set up a Google Business profile and put 'Book a table' as the link in bio.
Within ten weeks we went from yelling into the void to a fully booked diary. The crew at Simple Digital just get small business — and the price actually works for us.