Social Media Strategy Case Study – The Moody Chef

Moody Chef Crows Nest
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Design and develop a bespoke social media strategy and campaigns to drive catering sales up and increase on-site café sales.


In October 2004, Geoff Moody & George Dannaoui opened the doors on their first cafe and together, for more than 12 years they’ve been serving up fresh fare to North Shore residents. Sharing a common love of fresh food and old school hospitality, Geoff & George are hands-on operators who together are continually striving to create inviting spaces that celebrate the joy of eating, drinking and socialising.


GDR’s Challenge

Having successfully built a strong public and corporate following in St Leonards, Sydney, the Moody Chef wanted to expand their reach / customer base throughout the North Shore. Engaging the team at GDR Group, George and Geoff tasked us with increasing online sales of the Moody Chefs corporate catering services by developing and managing a social media strategy, while at the same time driving up on-site sales at their main St Leonards cafe. With the hospitality sector operating on such thin margins George and Geoff were very clear about their expectations of the team at GDR. As a result, we set a range of agreed KPI’s primarily focusing on sales via the company’s eCommerce website where the success of our work could be easily tracked and validated.



The team at GDR worked collaboratively with the Moody Chef to undertake an ideas workshop to develop a social media strategy, including possible promotions that could be run, punchy content and key imagery that would deliver a striking ad campaign to generate sales. Having brainstormed some great ideas, the GDR team devised a campaign that would allow the client to track success by setting up coupon codes on the back-end of their WordPress website. Linked to a simple/effective offer – receive a free bottle of wine with any purchase over $100 – when the code was used at the checkout, GDR used high quality imagery and graphic design to accompany campaign content created for both Facebook and  LinkedIn paid social media ads.


Moody Chef Catering Sydney


Determining a budget spend across both platforms we provided the client with a forecast of expected results based on reaching and engaging their key target audience. On approval the GDR team
scheduled the campaigns to go-live, including A/B ad test variants.



Having successfully developed and implemented an initial month long social media strategy / campaign to generate sales, the Moody Chefs monthly report showed our campaign creative and optimisation had given George and his team a 50% increase in corporate catering sales. Coupon codes had been utilised on the website with additional orders made via the comments section, also highlighting campaign success across social networks.


The Moody Chef Social Media


In addition, the Moody Chef further engaged GDR to continue developing and implementing campaigns to generate sales and conversions. To-date, we’ve run more than four-months of successful paid social media ad campaigns for the client, and have recently been asked to review and optimise their Google AdWords account.

Let’s Talk

At GDR Group we combine passionate storytelling with local area marketing know-how to unleash your brand’s growth potential. We provide affordable, best-in-class marketing and digital services for businesses across Australia, including:

– Marketing Strategy & Planning          – Web and Digital
– Search Engine Optimisation               – Paid Search
– Social Media Strategy / Marketing    – Video Production
– Graphic Design                                      – Print and Flyer Distribution

Through our personal, collaborative and unrelenting effort, we guarantee to always go above and beyond your expectations to deliver outstanding work. Give us a call today to find out more: 1800 876 673,

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