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Papercut Interactive | Chattanooga Web Design and Digital Marketing
Responsive Design Web Design Web Development

Chattanooga’s Favorite Southern Restaurant

From fried chicken to caramel cake, Southern Star has been the best place for homemade southern food in Chattanooga since 2000. Smart optimization and a mobile-friendly site mean that regulars and new customers have all the delicious details in the palms of their hands. 

Overview

Southern Star

Southern Star is Chattanooga, Tennessee’s, favorite southern restaurant. If the doors are open, the place is packed – and owners Rick and Nancy Adams wanted to keep it that way. Friendly competition among local restaurants requires even fan favorites to stay in front of consumers. Southern Star had tried some big box web marketing approaches with national advertisers with limited success. What they needed was a digital marketing strategy homemade just for them, as perfect as their famous banana pudding. Papercut Interactive listened and delivered. 

Challenges

Localized Search Engine Optimization

Locals flock to Southern Star for its blue plate specials and desserts. How to get the word out to tourists? A local search engine optimization strategy was critical for Southern Star to be found by folks from out of town. Papercut studied the search engine landscape and structured the new site to put downtown and Signal Mountain locations front and center for Google, Bing, and Yahoo to find. 
 

Mobile-Friendly Menus

The blue plate special is the heartbeat of Southern Star. The website makes it simple for regulars to see what’s on the board and plan their plates. Simple toggling between specials at each location keeps everyone happy. 

Ads for Out-of-Towners

Southern Star captures additional diners with targeted paid online advertising focused on tourists. When in Chattanooga, folks from out of town are served up special ads with an emphasis on local flavor. Add that to popular in-restaurant promotions such as free desserts on Wednesdays, and Southern Star keeps the tables turning. 

We receive a ton of searches on Saturdays. It has made me think about whether we should open another day.

Results

58.12%
Sessions from Organic Search
65.7%
New Visitors
44.76%
Sessions on Mobile Devices

“I enjoy working with the Papercut team. Everyone is patient with me as I learn about web marketing, and our website is just what we needed. The data from our monthly marketing is really interesting. We receive a ton of searches on Saturdays (and we’re closed on Saturdays). It has made me think about whether we should open another day.” 

– Rick Adams, Owner, Southern Star
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