From Inconsistent Marketing to Record Growth: A Restaurant Success Story
The Challenge
Fireside has been a beloved NW Portland neighborhood restaurant since 2013, but their marketing didn't reflect what customers actually loved about the place. Despite a decade of glowing reviews praising their cozy atmosphere, their messaging was scattered and inconsistent.
The problems were clear: unfocused marketing that jumped on trends, infrequent posting with outdated photos, a dormant email list they'd been collecting for 10 years, and website messaging that didn't capture what made them special.
Meanwhile, restaurants were closing at record rates. Fireside needed marketing that would help them thrive, not just survive.
The Strategy
We analyzed 10 years of customer reviews to understand what people really loved about Fireside. The data was clear: customers consistently praised their cozy and welcoming atmosphere, friendly service, seasonal food and drinks, great NW 23rd location, and dog-friendly patio.
Our approach: Lean into what made Fireside special instead of following generic marketing tactics.
Strategic Messaging Refresh: Rewrote their core brand messaging to focus on the emotional connection customers felt - that sense of home and belonging that kept people coming back. We then infused this messaging throughout everything we created for them, from social media captions and newsletter content to comment responses and website copy.
Consistent Social Media Strategy: Created a content rotation with current photos and videos showcasing their core strengths - seasonal food and cocktails, cozy ambiance, happy customers and their dogs, and neighborhood charm. This strategic, consistent approach has delivered steady growth in both followers and engagement.
Newsletter Activation: Cleaned up their 10-year-old email list and launched a weekly newsletter. The results exceeded expectations with open rates 42% above industry average (49.2% vs. 34.65%), an almost non-existent bounce rate at 0.41%, and click-through rates 143% higher than typical restaurant campaigns. The newsletter became their most effective sales driver for weekend specials.
Community Engagement: Consistently responded to comments, shared 5-star reviews, highlighted local vendors, collaborated with neighboring businesses, and showed genuine gratitude to guests.
The Results
While restaurants closed at record rates around them, Fireside saw 30% year-over-year revenue growth and moved from red to black - almost unheard of for an independent restaurant.
The newsletter became one of their most effective sales driver, social media engagement increased dramatically, and they built stronger community relationships with customers and local businesses.
The Takeaway
Sometimes the best marketing strategy isn't about reinventing your brand - it's about clearly communicating what makes you special. Fireside's success came from listening to their customers and consistently delivering on the promise of being everyone's favorite neighborhood gathering place.
FIRESIDE’S ABOUT MESSAGING
AFTER
WELCOME TO FIRESIDE
We believe there's something magical about gathering around a fire—that sense of home, of belonging, of slowing down long enough to really connect. That's what we've created here in the heart of NW 23rd.
Whether you're settling in by one of our flickering fires, people-watching through our big open windows, or sharing a meal with your pup on our patio, Fireside is your cozy retreat from the world. We've built this place to be more than just a restaurant. It's where old friends reconnect and new friendships begin.
Our menu celebrates the incredible bounty we have right here in the Pacific Northwest, working with small organic farms and ranches around the NW to create dishes that taste like home. From weekend brunch to special celebrations to those perfect casual hangouts, we're here for you like family.
Come linger with us. We can't wait to welcome you in!
BEFORE
OUR STORY
Our name derives from the nostalgic light fires bring, we aspire to hold that sense of home into your experience with us. We have created a warm, cozy respite to come linger by our fires, delight in our open air dining, or seasonal outdoor patio, while enjoying delicious bites and sips fueled by the bounty of ingredients found here in the Pacific Northwest.
We utilize many small, organic farms and ranches around the greater Portland area to create a better plate and stronger community. We hope to be your new favorite neighborhood hangout, where you can meet up with old friends, or make new ones.
