Email & Social Content for
Big Time Restaurant Group
Big Time Restaurant Group operates multiple concepts across South Florida—each with its own personality, audience, and dining experience.
They needed a scalable voice + tone system that preserved each venue’s identity while elevating their overall brand presence across digital marketing touchpoints.
Clients: Big City Tavern, Barrio, Bar Capri, City Cellar, City Oyster, Elisabetta’s, Grease, Louie Bossi
Role: Copywriter, Strategist
The Challenge
8+ restaurants, each with a distinct tone & audience
Static and inconsistent messaging
Social + email needed more personality, clarity, and brand cohesion
Needed copy that converted without feeling promotional
The Strategy
I developed a messaging and voice framework that allowed each venue to speak in its own tone, while keeping a consistent BTRG creative standard.
Strategic Goals:
Define a distinct voice for each restaurant
Simplify and streamline messaging for clarity & consistency
Move from transactional “promo copy” to brand storytelling
Align messaging across email, social, and guest-facing experiences
The Transformation
What Changed:
Clear brand voices per venue
Stronger, more consistent storytelling across channels
More personality + differentiation in a crowded local dining market
Messaging that supported email and social media growth + consumer engagement
Email & Social Content
Louie Bossi is Italian-American comfort, but turned up.
The voice was unapologetic, high-spirited, and centered around community and celebration.
Chic, sun-drenched, coastal Italian hospitality that feels playful and relaxed.
I wrote copy centered around the easy luxury of shared plates, group dining, and casual weekends.
City Tavern speaks the language of locals—casual, friendly, and full of neighborhood charm. The tone is approachable and unpretentious, built around cold beers, good company, and the kind of atmosphere that doesn’t change—where everybody knows your name.