RJS Brunch · Marketing

The 90-Day Content Calendar

Exactly what to post, and when, to fill the place. Built for TikTok & Facebook — steal it, film it, ship it.

TikTok — the growth engineFacebook — offers & community

Cadence

How often to post

Consistency beats perfection. This is the minimum to build momentum — more is better on TikTok, but never at the cost of quality food shots.

5–7
TikTok / week
aim for daily — volume wins
4
Facebook / week
offers, reviews, community
Daily
Stories / Snap
behind-the-scenes, raw
↺
Reels = free reach
re-post every TikTok to IG

Rule of thumb: film 5–6 clips in one session each week, then drip them out. One good filming day = a week of content.

Content pillars

What to actually post

Every post fits one of these buckets. Keep roughly to the mix and you’ll stay varied without overthinking it.

Hero food

35%

The money shots. Yolk break on the breakfast box, the smoothie pour, cheese pull on the halloumi sticks, steam & sizzle.

Behind the pass

20%

Prep, the team, fresh dough at open, plating up. Trust = made fresh, made proper.

Offers & deals

15%

Grand-opening 50% off, weekday breakfast-box deal, cake & coffee combo, student discount.

Social proof

15%

5-star reviews, reposting customer clips, “you tagged us” roundups.

Community & local

10%

Accrington shoutouts, where to find you, opening hours, local love.

Trends & fun

5%

Trending sounds, POV skits, “ranking our own menu”, staff picks.

The weekly rhythm

Your repeatable week

The backbone. Same shape every week — just change the dish and the deal. Fill the themes below with the week’s campaign.

DayTikTokFacebook
MonHEROHero dish ASMR — “start the week right”OFFERWeekly offer post + order links
TueBTSBehind the pass / prep clipStory only
WedTRENDTrending sound or menu hackPROOFReview of the week
ThuMENUDish spotlight + how to orderLOCALCommunity post + “order for the weekend”
FriSWEETFresh cake / smoothie + weekend hypeDEALWeekend deal / cake & coffee combo
SatUGCRepost a customer clip / busy serviceStory only
SunHERO“Sunday brunch” — the full spreadRECAPWeek recap / 5-star roundup

The 12 weeks

Week-by-week campaigns

Each week has a theme that sets the tone for the rhythm above. Three phases: launch, grow, scale.

Month 1 · LaunchGet seen
Week 1

“We’re here”

Brand reveal — neon sign, shopfront, the story in 15s
Grand-opening: 50% off everything, opening week
Week 2

Meet the menu

One hero a day — English Breakfast Box, Loaded Bap, halloumi sticks
“What are you ordering first?” menu carousel
Week 3

Made fresh

Behind the pass — 5am prep, halal & proper, meet the team
Quality story + hours + how to find you
Week 4

“You said”

First reviews on screen + first customer clips
Stamp card launch — buy 9, 10th on us
Month 2 · GrowGet shared
Week 5

Tag & win

Launch the UGC comp — free brunch for two, weekly
Comp rules + “tag who you’re bringing”
Week 6

Creator week

5–8 local foodies visit — repost every clip
“As seen on” roundup of creator posts
Week 7

Deal days

Weekday brunch-for-one + student ID discount
Cake & coffee combo + student discount
Week 8

Trend takeover

Ride 2–3 trending sounds with hero food
Best clip of the month + order links
Month 3 · ScaleGet repeat
Week 9

Bring a mate

Referral — “bring a mate, both get a free juice”
Referral post + tag a friend
Week 10

Regulars

Loyalty stories — “our regulars’ go-to order”
Win-back offer + reviews milestone (“100 5-stars!”)
Week 11

Lunch sorted

Office & gym sampling drops + catering angle
“Feeding the team? We deliver” — catering / big orders
Week 12

Best of RJS

Recap reel — top dishes, the journey, thank you
Quarter recap + tease what’s next

Caption & hook bank

Copy, paste, post

Ready-to-use hooks and captions in the RJS voice. Rotate them, swap the dish, keep it hungry.

TikTok hooks

First 2 seconds — on-screen text + say it out loud
“POV: you just found Accrington’s best brunch 🍳”
“Tell me you’re hungry without telling me you’re hungry 👀”
“This is what £6.50 gets you at RJS 🤯”
“Ranking every item on our menu — part 1 🏆”
“The yolk break on our English Breakfast Box 🍳”
“New here? Order THIS first 👇”
“Making the RJS Full Brunch from scratch 🔥”

Facebook captions

Warmer, clearer, always a CTA
Morning Accrington ☀️ Brunch is on — served all day, 100% halal, ready in ~25 mins on Just Eat & Uber Eats. What’s it to be? 👇
⭐️⭐️⭐️⭐️⭐️ “[review]” — cheers [name]! Come see what the fuss is about.
WEEKEND SORTED 🙌 Family bundle: feed 4 for £[x]. Order direct or on the apps.
Stamp cards are in 🎟️ Buy 9 brunches, the 10th’s on us. Grab one in store.
First order? Add a free juice with any breakfast box 🧃

Make it land

The little things that win

Best times to post

Food posts land before mealtimes: 11am–1pm (brunch/lunch decision) and 6–8pm (evening scroll). Post the dish just before people get hungry.

First hour = everything

Reply to every comment & DM in the first hour. It feeds the algorithm and it’s good service — but keep all offers owner-sent, never auto-blasted.

Every food video ends the same

Close on a CTA: the dish name, the price, and where to order. Never leave them hungry with nowhere to go.

Hashtags

#Accrington#AccringtonFood#brunch#halalfood#halalaccrington#northwestfoodie#justeat + 1–2 trending.

Golden rule: film once, post everywhere. One TikTok = one IG Reel = one Facebook video = a few Stories. Do the work once.