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    How Smoke and Co pulled the UK's biggest food influencers down to Margate

    Smoke Co competition website built by Nera Marketing

    Margate restaurant with a brand and feed strong enough to pull UK food media down from across the country.

    Services
    • Website Design & Development
    • Content Production
    • Social Media Management
    • Branding
    Sector
    Hospitality
    Results
    4 of the UK's biggest food influencers travelled to Margate

    The Situation

    Smoke and Co had built something rare in Margate: a restaurant that was constantly busy with the room earning its reputation by word of mouth. What they did not have was a brand, a website, or a feed that matched what was happening in the kitchen. The food was already pulling regulars. The digital side needed to start pulling people from outside Margate too.

    The challenge was to capture the energy of the restaurant online without losing what made it feel like a local. Brand, website, and content all had to ship together, so anyone discovering Smoke and Co from a London feed felt the same atmosphere they would walking through the door.

    “The kitchen pulled the regulars. The feed pulls the rest.”

    James Andrews - Co Owner

    The Brief

    Smoke and Co came to us with a busy Margate restaurant and a brand that did not yet match the food coming out of the kitchen. They wanted a digital presence that carried the same energy as the room itself: confident, hospitality-led, and unmistakably theirs. They asked us to build the brand, the website, and the social and content engine that would keep the queue out the door and pull attention from beyond Margate.

    What We Built

    A complete brand system that runs from the logo on the menu to the storytelling on the feed. A fast, hospitality-led website that handles bookings, showcases the food, and turns first-time visitors into regulars. A social and content production system that produces the in-the-room content the restaurant needs every week, with the editorial polish to attract food media from across the UK.

    A complete brand, website, and content system for a Margate restaurant, delivered as one joined-up project. Built to keep the queue out the door and grow the audience watching from outside the M25.

    • Brand identity, website, and visual system designed for hospitality. Menu storytelling, food photography direction, and a feed-first content style that matches the energy of the restaurant.
    • Social and content production that pulled UK food media down to Margate, including Eating with Todd, Big John, Johnny Fisher, and Food Review Club, all on site to see what the hype was about.

    Smoke and Co Margate restaurant brand assets across menu, website, and social feed.

    We were already busy when we came to Nera. What we needed was a brand and a feed that told the story properly. They built the whole thing. UK food influencers started showing up to see what the hype was about. Eating with Todd. Big John. Johnny Fisher. Food Review Club. The restaurant runs itself in the room. The digital side now does the same outside it.

    We knew what was happening in the kitchen. The room was busy every weekend, regulars were coming back, and the food was doing what we wanted it to do. What we needed was a brand and a feed that could tell that story to people outside Margate. Nera built the whole thing. Within months, food influencers like Eating with Todd, Big John, Johnny Fisher, and Food Review Club had travelled down to see what the hype was about. The bookings now come from across the south, not just locally. The restaurant works inside. The digital side finally works outside it too