“Hickory Tavern is Making it Right, and Guests are Taking Notice.
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How does a restaurant rebuild trust and appetite after losing its way?
Creative Idea: Making It Right
Hickory Tavern had lost its flavor—literally and figuratively. Once a beloved community spot, it had slipped into inconsistency and declining guest satisfaction. With new leadership, a new chef, and a new menu centered on food made the right way, nez&pez helped craft a comeback story. The “Making It Right” campaign positioned the menu as both a culinary refresh and a heartfelt apology to past guests. By mixing honesty, humor, and mouth-watering visuals, the campaign made Hickory Tavern likable again—and impossible to ignore.
Campaign Rollout: Full-Flavor Honesty
Across digital, social, and in-restaurant touchpoints, the new voice gave Hickory Tavern a sense of humility and humor that resonated deeply. The creative made the food the hero but wrapped it in a personality guests could root for—because everyone loves a good comeback.
Example of how this campaign translated to digital media buys.
Results:
The “Making It Right” campaign is exceeding benchmarks across all channels. Most importantly, it’s driving real results: a measurable rise in foot traffic, improved sentiment across reviews, and renewed loyalty from guests who once swore the brand off. Hickory Tavern is proving that when a brand owns its missteps and leads with flavor and honesty, people are more than willing to come back for seconds.