SoraDate-night Japanese
- Omakase counter, 0.4 mi4.8 · posts daily
- Izakaya, 0.9 mi4.5 · strong reels
- Steakhouse, 1.2 mi4.6 · owns “date night”
The opening: nobody nearby shows the chef. Lead with the counter.
RESTAURANT GROUPS
Many Concepts. One Marketing Team.
Every brand in your group gets its own research, plan and content. You get one team, one calendar and one report.
- 3–20 locations
- Every concept, its own plan
- You approve everything
Example
Group calendarWeek of Nov 10 · 3 concepts
- SoraOmakase counter reelThu
- Bubble PotGroup-table weekend specialFri
- Daily NoodleLunch combo story + adMon
Approved by your ops directorBubble Pot · Lunar New Year menu post
THE GAP
One Marketer Can’t Be Five Brands.
Most groups hand every concept to one person or a small team. The newest opening takes every hour. The quieter concepts get reposts, and specialist work gets farmed out one freelancer at a time.
- The newest concept gets all the attention.
- The rest run on autopilot.
- Nobody sees the whole group at once.
Example
Alex · Marketing Manager5 concepts · 1 calendar
- MonOpening: menu shootOpening: press listReview replies ×5
- TueOpening: ads setupOpening: creator DMsBrief freelancer
- WedOpening: signageFix Google hoursSora: repost
- ThuOpening: walkthroughBubble Pot: repost+6 more
- FriOpening: soft launchOwner report (late)2 concepts: nothing
New openingAdminEverything else
RESEARCH FIRST
Your Sushi Bar and Your Hot Pot Spot Don’t Compete With the Same People.
So they shouldn’t get the same plan. Before we post or spend anything, each concept gets its own look at the market: who it really competes with, what those competitors do well, and what your guests can only get from you.
Bubble PotGroup hot pot
- Chain hot pot, 0.6 mi4.3 · heavy promos
- Korean BBQ, 1.0 mi4.4 · TikTok creators
- Hot pot buffet, 2.1 mi4.1 · price-led
The opening: win birthdays and big tables, not the price war.
Daily NoodleLunch noodle bar
- Fast-casual bowls, 0.2 mi4.2 · app deals
- Pho shop, 0.5 mi4.6 · loyal regulars
- Food hall, 0.7 mi4.3 · Google ads
The opening: fastest hot lunch on the block. Say it in search.
- 01Research
3–5 direct competitors, their menus, prices, reviews and content.
- 02Plan
A position, goals and a quarterly campaign calendar built around local events and holidays.
- 03Execute
Content, ads, creators and search, made for that concept.
- 04Track
What worked, what didn’t and why.
THE REAL QUESTION
Hire, Freelance or Partner?
Every option works for someone. Here’s what each one actually covers.
| In-house hire | Freelancers | PandaPath | |
|---|---|---|---|
| Skills | One person, one skill set | One skill each | Strategy, design, photo and video, ads, search, social, creators, reviews |
| Concepts covered well | Usually one or two | Whatever you brief | Every concept, each with its own plan |
| Who coordinates | You | You, across several people | One account lead |
| When someone leaves | Start over | Find another | No gap |
| New opening | Stretches the team | More people to brief | A launch playbook we’ve run before |
| Best for | Day-to-day brand voice | One-off jobs | Running or extending marketing across the group |
Many groups keep an in-house lead and use us for the rest. That’s often the best setup.
BRAND GUARDRAILS
Every Concept Keeps Its Own Voice.
Before anything goes out, each concept gets a one-page brand sheet: who it’s for, how it talks, how it looks and what it never does. Separate calendars. Separate content. No group-wide posts that make your brands look alike.
Sample concepts, not clients.
- For
- Couples and small celebrations, 28–50
- Voice
- Quiet · Precise · Chef-led
- Palette
- Photos
- Dark tones, close-up plating, hands at the counter
AlwaysName the fish and where it’s from
NeverDiscounts or “deal” language
sora.counter
sora.counter Kinmedai from Chiba, seared over binchotan. Eight seats tonight.
- For
- Friend groups, birthdays, families, 18–35
- Voice
- Loud · Playful · Generous
- Palette
- Photos
- Bright, table-wide, steam and lots of hands
AlwaysShow the whole table
NeverA single bowl on a plain background
bubblepot
bubblepot 10 friends, 2 broths, 0 leftovers. Birthday booth open Saturday.
- For
- Office lunch crowd and students
- Voice
- Fast · Friendly · Straight to the point
- Palette
- Photos
- Clean daylight, bowls up close, price in frame
AlwaysSpeed and price up front
NeverSlow, moody “chef story” posts
dailynoodle
dailynoodle Beef noodle + drink, $13.95. Ready in 6 minutes. Order ahead, skip the line.
STRONGER TOGETHER
Then We Use the Group to Your Advantage.
A single restaurant can’t do these. A group can.
- Shoot day · Nov 18
9:00Sora · counter + plating
12:30Daily Noodle · lunch rush
17:00Bubble Pot · full tables
One photo day, several menus.
Share the crew and the cost.
- To guests who opted in
Loved dinner at Sora?
Your first lunch at Daily Noodle is on us this week.
Fans of one concept try the next.
Cross-promotion to guests who’ve opted in.
- SoraBubble PotDaily Noodle
One group website.
Every concept, menu and booking link in one place.
- Gift card$50Good at every location
Gift cards that work everywhere.
One card, every location.
- Now hiringLine cooks · Servers3 restaurants · 1 teamApply
Hiring content.
Show good staff why your group is worth joining.
HOW WE WORK WITH YOU
You Set the Direction. We Do the Heavy Lifting.
Your team or you approve every campaign before it goes live. We plan, make, launch and report.
Three ways to work
- Full teamWe run marketing for every concept.
- Team extensionYour marketing lead, plus our strategists, designers and media buyers.
- One projectAn opening, a rebrand or a seasonal campaign.
Stays yours: ad accounts, social pages, photos and customer data.
Example
0:15
Bubble Pot · New Year reelFrom your account lead
0:15“Year of the Horse, table for ten. Reserve the big booth for Jan 31.”
- Draft
- Your review
- Scheduled
Approved. Scheduled for Jan 24, 6:00 PM.
REPORTING
One Report. Every Concept.
Each month you see what ran, what it brought in and what’s next, by concept and by channel. Then we walk through it with your team and agree the next month.
Example
Group report · OctoberPrepared for the owner and ops directorReview call · Nov 4, 10:00 AM
| Concept | Calls + directions | Bookings / orders | New reviews | Top content | Next step |
|---|---|---|---|---|---|
| Sora | 412 +9% | 286 bookings +12% | 31 · 4.8 | Chef counter reel | Add a tasting-menu ad for December |
| Bubble Pot | 655 +4% | 198 large-table bookings +18% | 47 · 4.5 | Birthday booth post | Push Lunar New Year group bookings |
| Daily Noodle | 903 −3% | 1,240 online orders +6% | 58 · 4.4 | $13.95 combo story | Search ad paused; testing a faster-pickup message |
Numbers come from your own accounts. When something didn’t work, the report says so.
NEW CONCEPT, NEW LOCATION
Opening Something New?
New concept, new city or a rebrand: we run the same launch playbook and adapt it to the brand. Research, build-up, opening week, and the months after.
Planning a full opening campaign? Restaurant Launch Marketing
Example
Daily Noodle · Location 4Opening Mar 1438 days to go
- Research
Trade area and competitors
Who’s nearby, what they charge and what people search for.
- Build-up
Profiles, hiring and invites
Google profile, hiring posts, creator and press invites.
- Opening week
Soft launch and coverage
Creators, local press and ads go live together.
- The months after
Reviews and regulars
Review replies, return offers and the first seasonal campaign.
GETTING STARTED
Your First 30 Days.
A clear start, so you know what you’ll have at the end of each week.
- Week 1
Audit
Every concept’s search, reviews, social, photos and competitors.
You get: One audit per concept - Week 2
Brand sheets
One per concept, approved by you.
You get: Signed-off guardrails - Week 3
90-day plan
Goals and a campaign calendar for each concept.
You get: The group calendar - Week 4
First campaigns live
Content, ads and search updates go out, concept by concept.
You get: Your first report baseline
FAQ
Questions Group Owners Ask.
Do you replace our marketing team?
No. Most groups keep their lead. We add the specialists and the hours they don’t have.
Can we start with one or two concepts?
Yes. Many groups start with the concept that needs the most help, then add the others.
How do you keep our brands from blending together?
Each concept has its own brand sheet, calendar and content, and you approve everything before it goes out.
Who owns the accounts and content?
You do: ad accounts, social pages, photos and customer data.
Who do we work with day to day?
One account lead who knows every concept, with specialists behind them.
How do you report?
Monthly, by concept and by channel, followed by a review call.
Can you market to Chinese-speaking guests?
Yes. We work in English and Chinese, and pick the platforms each concept’s guests actually use.
How is this different from Multi-Location Growth?
Multi-Location Growth is for one brand in several places. This page is for groups running different concepts.
How is it priced?
By scope and number of concepts. We quote after your Growth Assessment.
One Brand. Every Location Pulling Its Weight.
Tell us about your business. We'll help you find your next opportunity for growth.
Free consultation included. No obligation.