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Chase Creek Smokehouse has served Lake County, Michigan for over 20 years, and its chicken barbecue draws around 40,000 customers a year, including a sizeable contingent of motorcycle and snowmobile riders. Pat Ringler opened it in 1999 after falling in love with cooking as a kid making dinner for his mother; Linda joined him in 2015 and took on the marketing. The Smokehouse burned to the ground in April 2012, and the Facebook following that now sits around 10,000 started during the rebuild, when Linda posted pictures of the construction and the new equipment to people who were willing it to reopen.
Since then it has run on daily specials and events. She posts between 9am and 10am because that is when her likes and comments peak, and pushes dinner deals a few hours before dinner, when people check the page to see what is on. Her bartender Tara invented the Drink of the Week from whatever bottles are left in inventory, which clears stock and gives people something to try. Trivia on Wednesdays, local bands on Thirsty Thursdays, a patio with live music and cornhole at weekends. Posters go up at 24 by 36 inches around the restaurant, and she resizes the same design for the TV screens inside, social, Yelp, and print.
You can promote a cook-off or a weekend smoke the same way. Build the flyer from BBQ templates, put the specials on the wall at poster size and on the screens with digital signage templates, and Resize the same artwork for every platform rather than making it four times.
