Oak & Stone’s Recipe for Restaurant Marketing Success

When Oak & Stone, a Florida-based artisan pizza and craft beer restaurant, partnered with us to run Meta ads across their seven locations, they set out to not only bring more guests through the door but also to turn first-time visitors into loyal, repeat customers. We started by building a Meta ad strategy designed to drive landing page views to their website and, a few months later, introduced a lead generation campaign to grow their loyalty program sign-ups.

One Click at a Time

Oak & Stone’s traffic campaign used a balanced mix of carousel, video, and static ads—all centered on the offers that resonate most with guests. Happy Hour promotions gave locals an easy reason to drop in, seasonal Poptails (popsicle cocktails) brought a playful summer vibe, and “Kids Eat Free Wednesdays” encouraged mid-week family visits. This mix of formats and offers with consistent creative refreshes brought fresh, scroll-stopping variety that spoke directly to what customers cared about most.

Since launching the traffic campaign on April 28, the results have been consistent and strong. To date, Oak & Stone has generated over 64,000 landing page views at an average cost of just $0.50 per result. 

From Awareness to Acquisition

On July 21, we launched the rewards sign-up campaign to turn interest into trackable conversions. Since then, Oak & Stone has added 418 new members to their loyalty program, with early acquisition costs averaging around $5 per sign-up. Month over month, the volume of sign-ups has nearly doubled, showing strong interest in the program and room to scale even further.

Like the traffic campaign, it used a mix of creative formats, each designed to highlight the benefits of joining the rewards program. One carousel outlined the program’s perks, a video showed the app in action with guests enjoying meals, and a whitelabel creator video walked viewers through the Beer Wall while sharing personal recommendations. 

Strong Results and Scalable Growth

The campaigns have reached more than 680,000 people, delivered over 5.9 million impressions, and produced 122,200 clicks with an impressive 2.06% click-through rate—well above restaurant industry benchmarks. Even better, clicks have come at a cost of just $0.29 each, while page engagement has remained high with more than 410,000 interactions across the ads.

Oak & Stone now has two high-performing campaign types—traffic and lead generation—and a blueprint for how to scale both. We are bringing in steady streams of new visitors while also building a loyal base of returning customers, which is always the goal in hospitality! If you’re looking to fill more tables for your restaurant, reach out to McDuffie Marketing today.