From 2023-2025, Rice Consulting has spent 3 semesters working with Lankford’s Bellaire, first on strategy then on implementation.

During the Fall of 2023, the team began with identifying Lankford’s primary objectives: expanding their customer base, enhancing their online presence, and improving brand recognition. The work included -

1. The team launched a survey within the Houston community to gather data on factors influencing restaurant choice and the importance of various services. This provided valuable customer insights to drive our strategic decisions.

2. The team examined Lankford’s digital strategy by comparing it to more popular, closely related restaurants. They analyzed their branding and social media posts, and developed improvements to streamline the online ordering system and encourage customer engagement. These included altering the search browser website preview and reconfiguring the existing pop-up. Additionally, they re-designed the Happy Hour menu to better reflect their branding while aiming to improve customer retention during non-peak hours and created sample social media posts that were both informative and reflective of Lankford’s image. 

3. To build community outreach, the team developed a list of contacts and schools to engage with, a cold calling script, and example flyers to enhance Lankford’s community presence.

During the Spring of 2024, the team worked to implement the plan by launching a TikTok account, driving community engagements, and developing their digital presence. The team split into three workstreams: social media, community engagement, and reviews analytics. 

1. Rice Consulting drove thousands of views on TikTok, while introducing video content for both TikTok and Instagram. This had the dual impact of having a 10% increase in Instagram followers.

2. To better engage the community, over 40 community partners were reached out to, which then allowed for a 17% conversion rate to spirit nights.

3. Our analytics team then strategized measures to increase the number of Google and Yelp reviews, driving an increase of over 90 reviews. 

During the Fall of 2024, the RC team built upon previous work with Lankford’s, specifically focusing on growing online social media engagement and enhancing the restaurant’s interior and overall customer experience.

1. The team significantly expanded Lankford’s online presence. By posting twice weekly, they achieved a 33% increase in Facebook followers and reached a total of 13,200 views on TikTok. The team’s new Instagram Reels experienced ten times as many views compared to previous flyers posted on the account. The team also helped secure visits from several micro-influencers to review and promote Lankford’s offerings.

2. To improve the dining experience, the team designed 10 unique coloring pages for children. They also helped implement several website updates based on a competitive analysis of local restaurants.

3. The team continued outreach to local schools and businesses to promote catering options, as well as help drive the number of Google Reviews to strengthen Lankford’s online reputation.

The team helped Lankford’s align its messaging both externally and internally, as well as streamline processes for developing new social media content and improving interior restaurant design in the near future.

Rice Consulting delivered on our promise of results over reports, and has helped Lankford’s Bellaire grow their success in lasting and meaningful ways.