Papi Queso: Comfort Food, Rebranded

Client: Papi Queso

Industry: Food & Beverage

Team: NiceDay

Platform(s): Instagram & Facebook

Duration: Active management August, 2023 - Ongoing

FOLLOWERS (INSTAGRAM): 18,000

The Challenge

After transitioning from a popular food truck to a stall inside Charlotte’s Optimist Hall, Papi Queso needed a social presence that matched the bold, nostalgic personality of its brand. Their existing Instagram lacked cohesion, craveability, and didn't fully reflect the playful, gooey essence of their menu. The goal: build a visual identity that made mouths water and got more people in the door.

The Strategy

I developed a comprehensive content plan that centered around two key pillars: craveable visuals and nostalgic storytelling. Each month, I visited the stall to shoot a fresh batch of photo and video content based on a pre-planned shot list tailored to upcoming promotions, seasonal moments, and hero menu items.

I created and scheduled 20+ pieces of content per month including:

• High-performing Reels with satisfying cheese pulls and behind-the-scenes prep

• Branded carousels and graphics featuring poppy colors and warm tones

• Interactive Stories to build community and highlight specials

• Copywriting that leaned into comfort food nostalgia and a cheeky, fun tone

  
  

THE Execution

• Monthly content shoots at Optimist Hall

• Editing photos in Lightroom and videos in CapCut

• Planning & scheduling content via Later

• Daily engagement with the community: responding to DMs/comments, managing feedback, and interacting with similar brands

• Monthly analytics reporting including: engagement trends, key wins, next steps, and upcoming promotions

THE Results

2024 Performance Highlights:

• 360,000 impressions

• Average engagement rate above 3.0% — more than 3x the restaurant industry average (0.67%)

• Follower growth rate: 1.5%

• Average reach: 735 per post

• Strong community connection and repeat audience engagement