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Pro tips from the frontline
- Nail your online presence from day one. Don’t just rely on foot traffic, especially when launching—make sure people can find you online. Set up your Google Business Profile properly, keep your Instagram buzzing, and get locals talking through Facebook groups and local media. If they don’t know you exist, they’re not walking through the door.
- Invest in killer photography - People eat with their eyes first—especially online. Professional photos make a massive difference in attracting customers before they even step foot inside. This doesn’t mean stale stock imagery photos...Show off your space, your food, and the vibe to give people a reason to visit.
- Make it easy to leave a Google Review - Make it easy (and tempting) for happy customers to leave 5-star Google reviews. Signage at the counter, a friendly nudge from staff, or even a QR code can fast-track your ranking and get more eyes on your business. More reviews = more trust = more foot traffic.
Put these into play, and you won’t just open your doors—you’ll keep them swinging.
Note: These tips aren’t just for hospitality. Whether you’re in B2B or professional services, your Google Business Profile is often a client’s first touchpoint (or where they go for directions). Make sure it looks sharp.
Setting the scene
Baloney’s Deli had the goods.
Punchy espressos, the right atmosphere, and a prime spot in Byron Bay.
But there was a catch—foot traffic in the area was limited. Relying on walk-ins alone wasn’t going to cut it. They needed people to know they were there.
And in Byron Bay, a town split between locals and a constant flow of tourists, a strong online presence isn’t just helpful, it’s essential for getting people through the door.
Plus, let’s be real. In Australia, where every second café serves top-tier food and coffee, even a ripper deli isn’t guaranteed to thrive.
Launching successfully wouldn’t be easy. So, two big questions needed answering:
- How does Baloney’s Deli stand out online—from Google Business Profile to Instagram—against some of the best in the country?
- What marketing moves will set them up for success from day one?
That’s when George made the call to ‘start a project’ with one of our marketing consulting Pros. He wanted clear direction, a smart game plan, and the confidence to put it into action himself. And that’s exactly what our Pro helped him do.
Kicking the project into gear
After George had a marketing consulting call with one of our Pros, he laid it all out—his business goals, the Byron Bay scene, the whole game plan. In return, he got a sharp, no-nonsense list of must-dos before the big launch in mid-January 2025.
Here’s what made the cut:
🧀 Get pro photography—because when people look up Baloney’s Deli, they need to see the vibe, feel the energy, and practically taste the sandwiches before they even walk in.
📍 Set up Google Business Profile the right way—so Baloney’s lands high on searches, looks sharp, and makes it easy for hungry folks to find their way in. Learn how to set up your own Google Business Profile like George here.
⭐ Use standout Google Review signage—right at the counter, so happy customers can drop a five-star review before they even finish their cannoli. More reviews = higher rankings = more foot traffic.
📣 Tap into local media, news, and Facebook groups—because if you wanna get on Byron Bay’s radar fast, you gotta be in the conversation.
🇮🇹 Lean into that New York Italian Deli branding—from the shopfront to Instagram, everything should scream old-school deli with a George twist. The kind of place that makes people wanna pull up a stool, order a pastrami on focaccia, and stay awhile.
☕ And as the cherry on top? A $2 espresso at the standing bar—a little touch of NYC tradition that keeps the energy high and the word-of-mouth rolling.
Once George had the plan, it was on him to make it happen—and let me tell ya, the guy nailed it.
Delivering results that matter
A month and a half in, and Baloney’s Deli is already making waves. It’s fast becoming the go-to spot for a morning coffee and a proper lunch in Byron Bay.
Starting from scratch, here’s where they’re at:
- Instagram? Booming. 1,776 followers* and counting (Click here to have a squiz)
- Google Business Profile? Looking sharp. 1,769 Business Profile interactions and over 40+ five-star reviews**. (Click here to get some tips from their profile)
- Local buzz? Loud and clear. Their launch post on the local Byron Bay community Facebook page racked up over 262+ reactions.
And the proof is in the pastrami—on a massive Sunday, they cranked out 80+ sandwiches for lunch.
It’s proof that with a ripper product and the right marketing foundations, a sandwich and coffee shop can thrive—even in one of the toughest markets on the planet. George has since booked another marketing consulting session to keep the Baloney rolling.
So, if you are in need of a feed and a punchy espresso head to Baloney’s Deli just behind the police station in Byron Bay, see you there.
*Instagram @baloneys_deli March 4th 2025
**Google Business Profile ‘Baloney’s Deli’ March 4th 2025
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