Social Media Could Save Abilene Restaurant from Shutting Down
By: Homa Bash
Updated: January 7, 2013
You can call it a social media surprise.
"All of our online marketing has just blown up."
Seven months to the day after Cattle Baron Cafe opened its doors in Abilene, the restaurant faced certain closure Sunday night, with business staggering and bills piling up.
"We're on the right track, the food has been good and consistent, our service has been good -- it's just trying to share that secret with everybody else," said owner Doug Brown on Monday.
That is where social media and viral marketing came in to play.
A post on Facebook over the weekend saying the restaurant was closing spread quickly, gathering support from regular customers and the community -- and forcing the owners to agree to give it seven more days.
Robert Morris is a loyal customer himself and now, the man behind the social media marketing push.
"We convinced them to stay open seven more days, it's not a gimmick of any kind. I anticipate if sales are good enough this week, maybe we can get them to commit to another two or three weeks," Morris explained.
Situated in a historic building with food made from scratch, Brown said his restaurant faces the same obstacles many small businesses do when starting out -- but for him, a lack of advertising and what some call an undesirable location might be the ultimate downfall.
"It's been kind of a struggle. Of course, you learn what you're doing as you're going along and having never run a restaurant, it's a lot of trial and error," he said.
Lessons learned, but whether it's too late or not could depend on the power of social media.
The restaurant is now on "Day 2" of the seven-day promise and Brown said they will take it day by day after that to determine whether they will remain open.
Cattle Baron Cafe is located at 3905 S. 1st St. in Abilene.
"All of our online marketing has just blown up."
Seven months to the day after Cattle Baron Cafe opened its doors in Abilene, the restaurant faced certain closure Sunday night, with business staggering and bills piling up.
"We're on the right track, the food has been good and consistent, our service has been good -- it's just trying to share that secret with everybody else," said owner Doug Brown on Monday.
That is where social media and viral marketing came in to play.
A post on Facebook over the weekend saying the restaurant was closing spread quickly, gathering support from regular customers and the community -- and forcing the owners to agree to give it seven more days.
Robert Morris is a loyal customer himself and now, the man behind the social media marketing push.
"We convinced them to stay open seven more days, it's not a gimmick of any kind. I anticipate if sales are good enough this week, maybe we can get them to commit to another two or three weeks," Morris explained.
Situated in a historic building with food made from scratch, Brown said his restaurant faces the same obstacles many small businesses do when starting out -- but for him, a lack of advertising and what some call an undesirable location might be the ultimate downfall.
"It's been kind of a struggle. Of course, you learn what you're doing as you're going along and having never run a restaurant, it's a lot of trial and error," he said.
Lessons learned, but whether it's too late or not could depend on the power of social media.
The restaurant is now on "Day 2" of the seven-day promise and Brown said they will take it day by day after that to determine whether they will remain open.
Cattle Baron Cafe is located at 3905 S. 1st St. in Abilene.
Comments
I disagree Janet. I think you were right on about your comments with Spanos for the most part. Cattle Baron has SOME expensive menu items but there are tons of items under $10. They said online they are coming out with a lunch special menu too. I have eaten there at lunch and I order water and my bill is usually $8-9. I also disagree about people knowing they were there. I have asked so many of my friends to lunch there and they almost always say "what is that", or "I've heard of that, where is it located". I don't think its a great location overall, but for lunch it's quick to get to from where I work. This could help them out a lot.
Jennifer J.
January 9, 2013 at 1:21 am
It's mean spirited to critique them now; at the 11th hour and after they have admitted "a lot of trial and error". They're in crisis right now and are working hard to make their restaurant fly. So, if you are not going to be part of the positive social network of friends working to help; how about saying nothing. It's not the time or place for negative feedback.
Farm G.
January 8, 2013 at 5:31 pm
I disagree. The food is sub-par as is the service and yes; we gave them two chances to get it right.
It's not a matter of getting the word out that they're out there. Abilene knows they are there, Abilene has tried and it%u2019s apparent that the majority disagree with the owner about the food and service being good and consistent. It reminds me of those eateries Chef Ramsay attempts to turn around. 99% of those places failures are the result of poor food and management yet the owners are convinced there is nothing wrong at all with their food. It also reminds me of that old Italian restaurant that was family owned. The parents turned it over to the son and despite a loyal following, it went down fast because of the quality of food and service. The son blamed it on their location so he eventually moved to a popular location and didn%u2019t last much long after that.
I am not posting to be mean or bash the place but come on, you have to get real. Sure, there will be those who are die-hard fans but this little marketing ploy will only delay the obvious. People want good food and service and Cattle Baron%u2019s is pricy, the food and service lacks and people will go elsewhere.
Janet B.
January 7, 2013 at 11:00 pm
It is great food and service, some of the best in Abilene
Bob T.
January 7, 2013 at 4:46 pm
