Strategy:

As competition in the Louisiana seafood boil market intensified, Fiery Crab needed to stand out, not just through flavor, but through a stronger digital identity that reflected its bold, energetic, and local character. I began by identifying African American women aged 27–55 as our core audience, using geo-demographic and interest-based data to guide targeting. To shape the brand’s positioning, I examined Red Lobster’s model for mainstream seafood dining and family-friendly structure, but quickly realized it lacked the cultural energy and local relevance Fiery Crab aimed for. Instead, I looked to brands like Crab Du Jour, with its emphasis on communal dining and Cajun identity, and Dave’s Hot Chicken, known for its bold visuals and community tone.

Taking cues from those models, I crafted a content strategy centered around local pride, seasonal food rituals, and vibrant storytelling. I integrated platform-specific trends across Instagram, Facebook, and Google, and built content calendars around Louisiana holidays, food traditions, and community events. SEO audits and competitor research surfaced gaps in seafood-related search traffic, while local food festivals offered opportunities for offline engagement. Every tactic was designed to make Fiery Crab feel like more than a restaurant. It’s the go-to spot for groups to gather, eat with their hands, laugh too loud, and walk away smelling like Cajun spice and good memories.