Schreiber's: A New York Voice in a Southern City

How I helped launch Charlotte’s favorite "New York style" deli with a bold brand voice, craveable visuals, and an engagement rate 5x the industry average.

Client: Schreiber’s On Rye (Charlotte, NC)

TEAM: NiceDay

Industry: Food & Beverage

Platform(s): Instagram & Facebook

Duration: January–December 2024

Followers: 2,718

The Challenge

Schreiber’s On Rye opened in late 2023 with a bold vision: to bring New York-style deli culture, with a bit of cheeky flair, to the heart of Charlotte. As a brand-new concept, the goal was to establish a clear voice, build a following from scratch, and become a go-to sandwich spot in a crowded food scene.

The Strategy

From day one, we knew the tone had to be as distinct as the pastrami. I developed a social strategy that combined craveable food visuals, smart storytelling, and a voice that felt like your no-nonsense New York uncle — familiar, a little gruff, but always entertaining.

Every month, I planned and executed original content shoots at their Optimist Hall stall, building out a calendar of 20+ content pieces including:

Reels that unwrapped sandwiches in satisfying, viral-worthy ways
Series-driven carousels breaking down the story behind menu items — from ingredients to NYC neighborhoods
Graphics and stories highlighting Jewish holidays, specials, and rotating features
Captions in a distinctive, brand-aligned voice that mixed edge with warmth

All content was designed to highlight Schreiber’s signature blue-and-cream branding, giving the feed an aesthetic that felt equal parts cozy deli and curated editorial.

Execution

Monthly content shoots tailored to upcoming launches and seasonal moments
Editing through Lightroom & CapCut
Scheduling via Later
Daily engagement with the community (DMs, comments, and niche food spaces)
Monthly reporting with performance analytics, audience insights, and strategic direction updates

Results

2024 Performance Highlights:

follower growth: From 0 to 2,700+ followers in one year
Engagement rate: Averaged 7.2% — over 5x the industry average (1.4%)
Total reach: 265,430 with an average post reach of 473
Top content: Unwrapping sandwich reels (including one with 13,467 views) became signature performers

Visual Direction

The feed emphasized tight food close-ups, macro details, and NYC nostalgia, all brought together by the clean, classic color palette of blues, creams, and warm deli tones. The result? A visually rich, scroll-worthy grid that matched the flavor of the brand — bold, intentional, and undeniably craveable.

Key Takeaways

Establishing a brand voice from the ground up isn’t just about what you say — it’s how you show up visually, strategically, and consistently. With Schreiber’s On Rye, we created a presence that felt like it had been part of the city forever, even in year one.