Mac's Speed Shop: BBQ With a Brand Identity

Client: Mac’s Speed Shop (Carolinas-based Chain)

Team: NiceDay

Industry: Food & Beverage / Restaurant & Bar

Platform(s): Instagram & Facebook

Duration: October 2024 – July 2025

Followers: 13,971

The Challenge

With nearly a decade of internal management under their belt, Mac’s Speed Shop was ready to level up. As a multi-location brand rooted in biker culture, beer, and BBQ, they needed a unified, craveable presence that reflected both their blue-collar backbone and the evolving expectations of a modern audience. Their ask: build a consistent voice and look that celebrated their menu, their people, and their legacy, without losing their edge.

The Strategy

We dialed into Mac’s identity: bold, gritty, fast-moving, and fiercely loyal to its roots. The visual strategy leaned on warm reds, burnt oranges, and vintage textures, while the tone of voice kept things masculine, direct, and full of hell yeahs. My content pillars balanced mouthwatering food shots, personality-driven storytelling, and cleverly nostalgic biker culture.

I planned and executed monthly content shoots at their flagship Charlotte location, and additional one-off visits for special campaigns. Each month, I delivered 20+ pieces of content, including:

• High-quality food reels that captured every glistening rack of ribs and dripping burger

• Custom graphics for their monthly burger + beer features

• Series-driven visuals like the “Clocking Out” Friday posts featuring vintage biker imagery

• Seasonal campaigns for holidays, sports, catering pushes, and their 20th anniversary celebration

Execution

• On-site shoots tailored for each month’s priority campaigns

• Content planning based on key events, promotions, and menu pushes

• Edited assets in Lightroom and CapCut to match the gritty visual tone

• Full content calendar via Later

• Daily engagement across comments, DMs, and audience interactions

• Monthly analytics reports to guide evolving strategies

Results

October 2024 – July 2025 Performance:

• Follower growth: +1,300 (10.2% increase), reaching 13,957

• Engagement rate: 4.7% average

• Total reach: 148,099

• Average post reach: 633

• 100K+ impressions in first 3 months

• Holiday Feast Giveaway earned 400+ engagements on a single post

• Comedic staff content became the top-performing pillar for reach

Visual Direction

The feed embodied southern grit with big flavor. I paired well-lit, crave-inducing food shots with vintage car + biker photography, layered in license plates, race trophies, and atmospheric staff moments to showcase the culture behind the counter.

Key Takeaways

A strong brand doesn’t need to shout, it just needs to show up loud and clear. With Mac’s Speed Shop, we amplified a legacy brand through crave-worthy content, bold visuals, and a voice that said exactly what it meant, every damn time.