Pause Bar Australia

Driving Weekday Traffic With Social Media Strategy

About Pause Bar

Pause Bar is a beloved local hotspot perched on Carlisle Street in Balaclava, Melbourne. Celebrating more than two decades as a go-to venue for cocktails, live music, and welcoming vibes, it offers handcrafted drinks, tasty bar snacks, and a relaxed atmosphere, perfect for everything from after-work drinks to memorable celebrations.

Challenge

In the wake of COVID-19 restrictions, Pause Bar faced a shift in customer habits. While weekends rebounded quickly, weekday patronage remained sluggish. The team needed a way to attract more weekday customers without relying solely on discounts or events that were costly to run.

Solution

I created a post-COVID recovery strategy centred on reconnecting with the local community and highlighting the bar’s value as a mid-week destination:

Developed a weekday-focused social media content calendar that promoted themed nights, live music, and unique food-and-drink pairings.
Designed graphics featuring the venue’s interiors and atmosphere to entice customers back in-person.
Implemented targeted posting schedules on Instagram and Facebook during high-impact times to maximize visibility.

Results

The campaign yielded measurable weekday growth within 12 weeks:

Weekday foot traffic rose by 25%, especially on Mondays and Wednesdays.
Social engagement on weekday posts increased by 40%, with more likes, shares, and story interactions.
Management reported that weekday revenue increased by approximately 18%, reducing dependency on weekend business.

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