From Empty Tables to Waitlists: How This Utah Hospitality Business Transformed Their Future
Executive Summary
Facing a critical 68% drop in occupancy rates and mounting financial pressures, Antica Roma in Salt Lake City implemented Nexus DMS’s comprehensive digital marketing strategy, resulting in a remarkable 68% increase in bookings and the establishment of consistent weekend waitlists within just 90 days.
Background
Antica Roma, a family-owned Italian restaurant established in 2018 in Salt Lake City’s competitive downtown district, had built a reputation for authentic Italian Roman cuisine and warm hospitality. Despite its quality offerings, the restaurant was struggling to maintain visibility in an increasingly digital marketplace where 76% of diners research restaurants online before deciding where to eat. As newer establishments with stronger digital presences entered the market, The Alpine Bistro found itself facing an existential crisis by mid-2022.
Challenge
When Antica Roma approached Nexus DMS, their situation was dire. Occupancy rates had plummeted 68% year-over-year despite maintaining their quality standards and loyal customer base. Weekends that once required reservations days in advance now saw empty tables, and weekday traffic had nearly disappeared. “We were hemorrhaging money,” recalls Daniel Hawk, owner and head chef Roberto. “Our food costs were optimized, our service was excellent, but people simply weren’t coming through our doors. We were three months away from having to close permanently.”
Their previous marketing efforts had relied heavily on print advertising and word-of-mouth, with minimal digital presence beyond a basic website that hadn’t been updated in years. Despite investing $4,500 in untargeted social media advertising with another agency, they saw minimal returns and no sustainable improvement in bookings. Most concerning was their near-invisibility in local search results, with competitor restaurants capturing the high-intent “restaurants near me” searches that drive 82% of spontaneous dining decisions.
Solution Implementation
Nexus DMS conducted a comprehensive digital audit and developed a multi-phase strategy specifically tailored to Antica Roma’s unique market position and audience. The first priority was establishing a strong local SEO foundation by optimizing their Google Business Profile with updated information, high-quality images, and a structured review solicitation process. Simultaneously, the team rebuilt their website with mobile-first design principles, integrated online reservation capabilities, and developed location-specific landing pages that targeted high-value search terms in the Salt Lake City area.
The second phase focused on building a content-driven social media strategy that showcased the restaurant’s unique mountain-inspired dishes and the stories behind them. “Instead of generic food posts, we developed a content calendar that highlighted our chef’s journey, ingredient sourcing carefully, and the inspiration behind our menu,” explains Roberto. This approach was supported by a targeted PPC campaign focusing on high-intent keywords within a 20-mile radius, strategically timed to influence decision-making during peak restaurant search hours (11am-1pm and 4pm-7pm). The strategy was rounded out with a CRM-integrated email marketing program to re-engage previous customers with personalized offers based on their past dining preferences.
Results and Impact
The results exceeded all expectations. Within the first 90 days, Antica Roma experienced a 68% increase in bookings, with weekend reservations filling up to five days in advance. This surge in demand allowed them to implement a waitlist system for the first time in three years. Their Google Business Profile interactions increased by 468%, with directory searches converting to website visits at a 72% rate. Revenue grew by 56% quarter-over-quarter, putting the restaurant back on solid financial footing with a marketing ROI of 289%.
“The return on investment has been nothing short of miraculous,” says Daniel. “When Nexus DMS first presented their strategy, I was skeptical that digital marketing alone could save our business. I’ve never been happier to be proven wrong. Not only are we filling tables, but we’re attracting a wider demographic, including younger diners who had never heard of us before despite living just blocks away.” Most importantly, the restaurant’s reservation abandonment rate dropped from 34% to just 8%, indicating that customers were finding the online booking process seamless and convenient. Staff morale improved dramatically as the restaurant returned to the bustling, vibrant atmosphere that had once defined it.
Future Outlook
With their immediate crisis resolved, Antica Roma is now working with Nexus DMS on expansion initiatives, including a specialty catering service for corporate events and a line of branded Antica-inspired condiments for retail. “What started as a desperate measure to save our restaurant has evolved into a partnership that’s helping us grow in directions we never imagined possible,” notes Jensen. The sustainable digital foundation built through this transformation has positioned The Antica Roma not just for survival but for long-term growth in Utah’s competitive hospitality market. For other restaurants facing similar challenges in today’s digital-first economy, Daniel Hawk offers simple advice: “Don’t wait until you’re on the brink like we did. The right digital strategy isn’t just about survival—it’s about thriving in ways you never thought possible.”\
Is your hospitality business struggling to fill tables? Discover how Nexus DMS can transform your digital presence and drive real-world results. Call 743-330-6700 to Schedule a no-obligation strategy session today and take the first step toward your own success story.
