Research Findings
What the Data Tells Us
Before asking Nanis for any content, we reviewed reviews, menu, homepage, and sustainability materials. These insights should shape every creative decision.
Coffee is the #1 most mentioned product across all reviews — strong for brand, not for online order conversion
Coffee appears in 25+ positive reviews — more than any single food item. Reviewers call it "best in London," "best in central." Named baristas (Umara, Rehana) are loyalty drivers. However, coffee is primarily an in-person purchase and doesn't convert online orders. Feature it 1–2 times per month for brand warmth, review improvement, and in-store footfall — but food items should lead the online order content strategy.
Milanese Sandwich is the most mentioned specific food item — not focaccia
8+ positive reviews name the Milanese sandwich specifically. Reviewers say they "could eat it every day", call it their daily order, their weekly ritual. It's the biggest repeat-purchase driver in the food range. The focaccia (also praised) comes second. Milanese should be the lead food hero, shot first and used in ads.
What customers rave about — confirmed from 150+ actual reviews
Confirmed positive items in order of mention frequency: Coffee (25+), Milanese sandwich (8+), English Breakfast box (7+), Focaccia — Italian Club & Meatball specifically praised (6+), Almond Croissant (5+ with zero negatives), Spaghetti & Meatballs (5+), Caesar salad/wrap (4+), Falafel wrap (4+). Fish finger sandwich has unexpectedly passionate fans — "finest in W1A, a benchmark for others."
Two audiences, two tracks — individual orders now, corporate catering from Month 2
The business has two distinct revenue streams: individual café customers and corporate B2B catering. Both need content — but at different times and with different goals. Month 1 content focuses on individual orders — this builds the feed, tests the online ordering system, and generates early reviews. From Month 2, corporate catering runs alongside — targeting Fitzrovia offices, Harley Street medical practices, media and creative agencies in Soho, financial and legal firms across the City, and universities in Central London. Catering content covers three distinct products: team lunches and office delivery, breakfast meeting packages, and canapés for corporate events. The office pop-up service — where Nanis sets up in-office rather than just delivering — is a unique differentiator worth capturing on camera whenever it happens.
Three items to REMOVE from content — they have more negatives than positives
Chicken Shawarma Wrap: 4 specific complaints (soggy, microwaved, very little chicken, not fresh). Do not feature in content until the product is fixed operationally. Jacket Potato: More complaints than praise (microwaved, cold, no butter, overpriced). Removed from all content plans. Online Ordering: Multiple serious failures — orders not received, 2–3hr delivery waits, restaurant claiming they never got confirmed orders. Running paid ads to online orders without fixing this first will waste budget and generate angry customers.
Named staff are a major loyalty driver — and a unique content opportunity
Specific staff members are named repeatedly in positive reviews: Umara (barista, "one of our top baristas"), Rehana (coffee, "best coffee I've ever had"), Agnesca (salads, "always smiling, beyond expectations"), Gabbi (toasties), Rohana (hot chocolate, "makes a mean hot chocolate with a heart"), Riana, Marco, Georgina (mentioned together in a recent 5-star). Please ask each team member for permission before featuring them — then use their names. This is rare social proof that chains cannot replicate.
Sustainability credentials — a hugely underused marketing asset
You have been 100% plastic-free in packaging since 2017 — before it was trendy. Everything is prepped to order (zero pre-made waste), with partnerships with OLIO and Too Good To Go to redistribute unsold food, using only home compostable or recyclable materials. Barely any competitor in the Great Portland St area talks about this. It's a powerful trust and premium brand signal, especially for corporate clients.
The service perception challenge — content must proactively counter this
Some reviews mention unwelcoming staff. Content must show the opposite: warm staff, a busy buzzing environment, happy customers. Don't ignore this — it's the main reason for the 4.0 Google rating. Show real, genuine human moments consistently from Month 1.
Current social standing — consistency and quality are the priority
With 760 followers and 134 posts, there's some history on Instagram but low engagement. Month 1 should feel like a brand relaunch — sharper photography, consistent style, and content that makes first-time visitors say "this place looks great." Don't rush volume.
Video Content
5 Videos / Reels — Month 1
Each video: 15–30 seconds, vertical 9:16, royalty-free music. You provide the raw footage — we handle all editing, text overlays, music, and colour grading.
📅 Month 1 — All 5 Videos
V1
Video — Cinematic Food
The "Instant Craving" Close-Up
× 1 per month
⭐ Best for Paid Ads
Extreme close-ups of food at its most visually compelling moment — cheese pull, sauce drizzle, a perfectly assembled salad, bread being sliced to reveal the filling. No talking, no context, just beautiful food and music. These are the most scroll-stopping content type and perform best in paid ads.
Shot List — Film All of These, We'll Choose the Best 2
- A stone baked focaccia being cut in half — steam rising, cheese or filling visible (Parmigiana or Mighty Meatballs are ideal)
- A salad being assembled — someone adds the final ingredient and tosses it in slow motion (Caesar or Chicken Fattoush)
- The new pistachio & raspberry bun broken open to reveal the filling — vibrant colours
- Sauce or cream being poured over Tortelloni — rich, comforting visual
- A fresh juice or smoothie poured from above into a glass
- Almond croissant torn apart to show flaky layers and frangipane
How to Shoot It
- Phone held VERY close — close enough to fill the frame entirely with food
- Natural window light only (no flash). Morning light is best.
- Slow-motion if your phone supports it — any modern iPhone/Samsung does (240fps preferred)
- Background — light wooden board, cream surface, or white plate as default. Dark/slate surfaces only if the food is very colourful (e.g. a vibrant salad or red sauce). Most Nanis items — focaccia, Milanese, pastry — look best on light surfaces.
- Film within 2 minutes of plating — food looks best immediately after prep
- Shoot 5–8 takes per item. We'll pick the best frame.
V2
Video — Atmosphere
A Real Day at Nanis
× 1 per month
Trust Builder — Critical
A montage that shows the shop is busy, real, and welcoming. No scripts. Just genuine moments. This directly addresses the service perception issue by showing the human side of Nanis. It also proves the place is popular — nobody wants to eat somewhere that looks empty.
Shot List
- Staff smiling and serving — capture at least one genuinely warm, natural moment (don't force it)
- The exterior from outside — a person or two walking in through the door
- The focaccia/salad counter fully stocked and looking fresh and abundant
- A customer receiving their order and looking pleased (always ask permission first)
- The lunchtime queue — shows popularity, frame it positively
- Any detail that signals heritage — the sign, the logo, the address, an old photo if available
When & How
- Film on a Tuesday or Wednesday lunchtime — typically the busiest midweek period
- Brief all staff the day before — don't surprise anyone on camera
- Slightly shaky handheld footage is fine and actually feels more authentic than a tripod
- 30–60 seconds of raw footage is enough — we'll cut it to 20 seconds
V3
Video — Customer Review
What Our Regulars Say
× 1 per month
Good for Ads
Social Proof
A genuine 15–20 second clip of a regular customer talking about a specific item they love. Do NOT script this. Ask an open question and let them answer naturally — even a slightly hesitant or imperfect delivery is 10× more convincing than a polished performance.
How to Get This — Two-Question Approach
- Identify 2–3 regulars throughout the week — people who come often and leave happy
- Start with a context question first: "Could you just say briefly what you do and where you work?" — this gets them to say something like "I'm a designer, I work in an office just around the corner" or "I work in the tech company upstairs." That one sentence makes the whole review feel real and relatable to anyone watching.
- Then ask the main question: "What do you always order here and why?" — this gets a specific, genuine answer about the food
- Film vertically at eye level, with the shop or their food in the background if possible
- Record 2 takes and use the more natural one — don't over-direct
- Always ask verbal permission and confirm they're happy being on Instagram
Why the Intro Matters
- A viewer who sees "I'm a project manager, I work nearby" immediately thinks "that's someone like me" — it's instant relatability
- It also shows you as a real local workplace staple, not just a tourist stop — which is exactly the corporate catering audience we want to attract
- It doesn't need to be long — even 5 words of context ("I work just across the road") changes the entire feel of the clip
R
Online Order Review Follow-Up
Contacting Online Customers for Reviews
Start Month 2
Google Rating
Ongoing
Online order customers are among the easiest people to ask for a review — they've already engaged with the brand digitally, they placed a deliberate order, and if the food arrived well, they're at peak satisfaction when they finish eating. That's the exact moment to reach out.
When & How to Contact
- Timing: Contact 30–60 minutes after the estimated delivery time — not immediately after ordering, and not the next day. Catch them while the experience is fresh.
- Channel: Email is the cleanest if order details capture it. Keep the message short — one sentence about the food, one ask, one direct link to the Google review page. No long paragraphs.
- Suggested message: "Hi [name], hope you enjoyed your [item] — we'd love to know what you thought. If you have 30 seconds, a Google review means the world to a small independent like ours: [direct review link]."
- Direct link: Never send them to Google Maps to find Nanis themselves — create and share the direct Google review link so it opens the review box immediately with zero friction.
What to Ask Them to Include
- Don't tell them what to write — just remind them to mention what they ordered if they can. A review that says "the Milanese sandwich was excellent, arrived hot" is worth 10× a generic "great food."
- If you want a video review from an online customer, the message can include: "Or if you're feeling generous — a short video review for our Instagram would make our week." Keep it light, never pressured.
- Customers who ordered online are also more likely to be corporate clients or regulars — their reviews tend to be more detailed and carry more weight with other potential corporate customers.
📋 Internal Note — Devsstream
We will set up the direct Google review link and draft the follow-up message template as part of Phase 1 setup. You send the message — we provide the copy and the link. Volume of reviews from online customers should be tracked monthly as a KPI alongside order numbers.
V4
Video — Engagement
"Which One Would You Pick?"
× 1 per month
Drives Comments
A simple "this or that" video showing two food items side by side and asking the audience to choose. Drives comments and saves, which signals the algorithm to push reach further. Keep it warm and appetising — skip humour in Month 1. The brand isn't established enough yet for comedy to land. Save that for Month 3+ once there's familiarity.
Suggested Pairings to Film
- Focaccia vs a Sando — "Your London lunch: pick one 👇"
- Full English Breakfast Box vs an almond croissant — "Monday morning fuel — which side are you on?"
- Caesar Salad vs Chicken & Halloumi Fattoush — "Classic or bold?"
How to Film
- Place both items side by side on a clean surface, film from directly above or slight front angle
- We add all text overlays, music, and CTA in editing — just give us a clean food shot
- Film 3–4 different pairs so we have choices
V5
Video — Brand Story
"Since 1972" — The Heritage Story
× 1 per month
Strong for Ads
Brand Awareness
A short montage around the fact that you've been feeding London for over 50 years. "Over 50 years. Still freshly made." This is a powerful trust signal that almost no competitor can match — use it. Keep it short and punchy, not nostalgic or slow. Aim to make it feel proud, not sentimental.
Materials to Find / Film
- Any old photograph from early years — even a photo of a photo taken on a phone works fine
- The exterior of 134 Great Portland Street — a clean wide shot of the sign
- Current food looking premium — contrast then vs now
- If there's a founder or staff member who has been there many years — even 5 seconds of them is powerful
Photo Content
20 Static Posts — Shot-by-Shot Briefs
You provide the raw photos. We handle all design, text overlays, colour correction, and layout. Below is the exact brief for what to photograph and how.
📅 Month 1 — All 20 Photos
P1
Photo Category — Hero Products
The Star Items (8 photos)
8 of 20 posts
⭐ Best for Ads
Individual beauty shots of the best-looking menu items. These will be used most frequently in paid ads and should be shot with the highest care. One item per photo — no clutter.
Priority Items to Photograph — Revised from Review Data
- Coffee — cappuccino or flat white — Most mentioned product in all reviews. Film being made by Umara or Rehana (with permission). Latte art, steam, the cup. This is the #1 morning content asset.
- Milanese Sandwich — Most mentioned specific food item. Reviewers call it their daily order. Shoot it cut in half to show the layers — breaded chicken, cheese, sauce. Must-have.
- Italian Club Focaccia — avocado, chicken, bacon, tomatoes. Very strong colours. Cut open shot.
- Parmigiana Focaccia — Parma ham, mozzarella, artichokes. Visually the most complex and premium.
- Almond Croissant — Zero negative reviews. Torn open to show frangipane layers. Safe and beautiful always.
- Spaghetti / Meatballs & Pasta — 5yr loyal customers credit this dish. "As good as any in Italy." Shoot with steam and sauce glistening.
- Caesar Salad or Caesar Wrap — "Best NYC-style Caesar wrap in London." No negative reviews. Clean, fresh, broad appeal.
- Pistachio & Raspberry Bun (NEW) — New 2026 item. Vibrant colours. Algorithmic boost from newness. Broken open to show filling.
How to Photograph
- Shoot from above (flat lay) OR at a 45° front angle — not straight-on eye level
- Natural window light only. No flash — it kills texture and colour.
- Background — default: light wooden board or cream/white surface. This is the right choice for most items on the menu. Light backgrounds let the food's natural colours do the work — the golden focaccia, the almond croissant, the green in a salad all pop naturally against a pale surface.
- Dark or slate backgrounds: use sparingly. Only works when the food itself has strong, contrasting colours (e.g. a bright red strawberry dessert, a vibrant salad). Avoid dark backgrounds for bread, pastry, the Milanese, or anything golden/beige — they go flat and unappetising.
- Photograph within 2 minutes of plating — freshness shows on camera
- 5–8 shots per item at slightly different angles — we'll choose the best
P2
Photo Category — Promotional Backgrounds
Offer & Deal Posts (4 photos)
4 of 20 posts
⭐ Best for Ads
These photos are backgrounds for bold text overlays ("Lunch under £10", "Order Now", "Catering for your team"). They don't need to be as tightly styled — the text does the heavy lifting. We just need the food to be clear and well-lit.
What to Photograph
- A spread of 3–4 items together on a table — focaccia, salad, drink, bun. Shows variety.
- A full breakfast box, open, all components clearly visible
- The salad counter with multiple options on display — abundance, choice
- Coffee being poured or presented — works as a warm background for "Morning Deals" or "Order Before 9am" promo posts
P3
Photo Category — Atmosphere & People
The Shop is Real & Welcoming (4 photos)
4 of 20 posts
Critical — Trust Building
Photos that show the space, the team, and that this is a real, busy, human place. This category directly counters the negative review perception. These don't need to be styled — they need to feel real and warm.
What to Photograph
- A staff member smiling naturally while serving or preparing food — unposed if possible
- The exterior of 134 Great Portland Street, ideally with a customer entering
- The interior showing the food display counter — full, fresh, appetising
- A customer (with permission) enjoying their food — a candid over-the-shoulder shot works well
P4
Photo Category — Brand & Info Posts
Who We Are (4 photos)
4 of 20 posts
Brand Building
These carry our designed brand graphics — the photo is secondary, the design and copy are the hero. We can often use existing or stock visuals for these. But the following raw materials would help enormously.
Nice-to-Have Raw Materials
- Any old photo from early years of the shop (physical photo photographed on a phone is fine)
- A casual team photo — even an informal one taken before or after service
- A photo of the branded packaging — bag, box, compostable containers
- A corporate catering delivery or event setup if you have one this month
P5
Photo Category — Corporate Catering
We Cater for Your Team (4–6 photos)
Start Month 2 — brief now
Good for B2B Ads
Corporate Audience
Content that speaks directly to office managers, PAs, event planners, and corporate clients — not the individual lunch customer. Three distinct sub-categories below, each with their own visual style and audience. Brief all three now so the photos are ready when Month 2 begins.
Sub-Category A — Team Lunch & Office Delivery
- A generous spread laid out on a conference table — focaccias, salads, wraps, pastries together. Shows quantity, variety, and that it looks impressive in an office setting. If no real delivery is available, set it up in the shop.
- Branded boxes and bags being prepared for a delivery — shows professionalism and care in packaging
- A delivery arriving at a reception desk or meeting room (with permission if using a real client)
- Caption angle: "Friday lunch sorted. We deliver across Central London for teams of any size."
Sub-Category B — Breakfast Meeting Package
- A styled breakfast meeting setup — breakfast rolls, pastries, juices, and coffee cups arranged neatly on a table as a complete bundle. This is a specific packaged product, not just loose items.
- Shoot it from above (flat lay) to show the full spread clearly — this is the "hero shot" for the package
- A close-up of the coffee alongside the pastries — reinforces the premium quality angle
- Caption angle: "Breakfast meetings, handled. From 6 people to 60 — delivered to your office, ready before 9am."
Sub-Category C — Canapés & Corporate Events
- Canapés and savoury bites arranged on a slate or board — styled, premium, visually impressive. These are for networking events, receptions, and corporate dinners.
- Variety shot showing 4–6 different canapé types together — abundance and choice
- A close-up of one or two individual canapés — texture and detail
- Caption angle: "Networking events, receptions, and corporate dinners — canapés and savoury bites delivered and ready to impress."
- Note: Canapé photography needs strong natural light and a clean dark or slate background — the richness of colour works better here than for the café food.
Sub-Category D — Office Pop-Up (Month 2–3)
- A Nanis pop-up setup inside an office environment — food laid out, staff serving, colleagues choosing. This is a unique differentiator most competitors don't offer.
- If a real pop-up happens, film it — even 30 seconds of footage is valuable. People eating, smiling, the setup looking professional.
- Caption angle: "We don't just deliver — we set up in your office. Pop-up lunch, sorted."
- This requires a willing corporate client. If one comes up in Month 1 or 2, prioritise capturing it even if it's not planned as a content shoot.
What Makes Nanis Unique
Brand Story — Questions for the Client
Great content starts with genuine brand truths — not generic claims. Below are prompts to work through so we can build content that's specific, believable, and differentiating. These answers will feed into both social posts and ad copy across all 3 months.
Ingredient Sourcing & Quality
What makes your ingredients better than average? Specifics beat generics.
Customers care deeply about where food comes from — especially in the post-lockdown era. If Nanis has specific practices around sourcing, naming them (even vaguely) is far more powerful than saying "we use quality ingredients." For example: "We use pole & line tuna" already appears on the menu — that's a story. What else is there?
- Where does your meat come from — do you have a specific supplier or type you're loyal to? (grass-fed, British, free-range, etc.)
- How often do you receive fresh vegetable deliveries, and who supplies them?
- Which items use a recipe that's been the same since the early years — and what makes it hard to replicate?
- Do you bake any items in-house (the focaccia, the buns)? If so, how often and when?
- Is the focaccia bread made fresh daily in-house, or sourced? If in-house — show us the process.
- Are any items or ingredients certified (free-range, sustainable, organic, Rainforest Alliance, etc.)?
Preparation & Craft
What happens in the kitchen that customers don't see?
Nanis prepares everything to order — this is already confirmed on the website and is genuinely rare for a cafe at this price point and volume. There may be other preparation habits that are worth showing on camera. "Behind the scenes" content performs very well because it creates transparency and trust.
- What time does preparation start each morning, and what's the first thing that gets made?
- Which dishes take the most skill or time to prepare — and could that process be filmed?
- Are there any recipes (dressings, sauces, meatballs) that have been made in-house since the beginning?
- How is food checked for quality before it goes to the customer? Is there a standard or process?
- Are there any allergen or dietary practices that go beyond what's legally required?
Heritage & Reputation
What does 50+ years in London actually mean?
A business that has survived in Central London since 1972 — through recessions, COVID, and rising rents — has done something right. That story is compelling. But we need specifics to make it feel real rather than a marketing tagline.
- Who founded Nanis in 1972, and is that story something we can share?
- Are there customers who have been coming for 10, 20, or even 30+ years? Could they share a sentence on camera?
- Has anything on the menu been there since the beginning? If so, what?
- Have any notable events, companies, or famous people from the area been regulars?
- Any archive photos, menus, or newspaper clippings from early years we can reference?
Team & Culture
The people are part of the product.
Given the service perception issue in reviews, showing the team positively is essential. But beyond addressing negatives, a team with personality and tenure is a genuine differentiator in a London market full of faceless chain cafes.
- Are there any team members who have been here for 5+ years? Their story is content gold.
- Where does the team come from — is there a cultural background that influences the food?
- Is there a team ritual, tradition, or in-joke that could be shared in a lighthearted way?
- What's the best thing about working at Nanis, in the team's own words?
Sustainability & Corporate Responsibility
A Powerful, Underused Content Category
These are genuine sustainability credentials that most competitors around Great Portland St can't match. This content builds trust with conscious consumers and corporate clients alike. We recommend introducing this gradually — starting Month 2 — to avoid overwhelming the feed in Month 1 while the brand is being re-established.
📅 Start Month 2 — Sustainability Content
Plastic-Free Since 2017
All packaging is home compostable or easily recyclable. Not a gram of plastic used since 2017. This predates most competitors and is genuinely impressive.
Made Fresh To Order
Every dish is prepared when ordered — nothing sits in a bain marie. This is a quality AND sustainability claim — less waste, fresher food.
Too Good To Go Partner
Unsold food is rescued via the Too Good To Go app — customers can buy surprise "Magic Bags" of food that would otherwise go to waste. Great for organic app-user reach.
OLIO Partnership
Partners with OLIO, a national food-sharing network with 35,000+ volunteers. Surplus food is redistributed to the community. Strong CSR story for corporate clients.
Employee Wellbeing
Paid overtime, holiday lieu day scheme, and a wellness program. Shows a business that treats staff well — counters the negative staff perception in reviews indirectly.
Carbon-Limiting Deliveries
Referenced on the homepage with an electric vehicle icon. Please confirm the exact details — if you use an electric van for deliveries, that's a strong, specific claim worth highlighting.
S1
Sustainability Post — Month 2
"No Plastic Since 2017" — The Packaging Story
Month 2
Brand Trust
Good for Corporate Ads
A static graphic post or short video showing your compostable packaging. The "since 2017" fact is the hook — it proves this isn't greenwashing, it's a genuine long-term commitment.
What to Photograph / Film for This
- A clean, styled shot of the packaging — boxes, bags, containers — arranged neatly on a surface
- If possible: a close-up of the "compostable" or "recyclable" marking on the packaging
- A delivery being packed — hands placing food into the compostable containers
S2
Sustainability Post — Month 2/3
Too Good To Go — Reduce Food Waste
Month 2–3
Organic Reach
Announce or remind followers that you're on Too Good To Go. The TGTG audience is already actively looking for partner businesses — this post could drive real new followers and customers from within the app's user base. The app itself often reshares partner content.
What to Photograph
- A "Magic Bag" being prepared or handed to a customer
- The Too Good To Go app logo alongside Nanis branding — we'll handle the graphic design
S3
Sustainability Post — Month 3
"Made Fresh When You Order" — The Made-to-Order Story
Month 3
Quality Signal
Good for Ads
This bridges quality and sustainability — made to order means less waste AND fresher food for the customer. It's a two-for-one message. Film behind the counter: hands assembling a focaccia or salad to order, immediately after a customer places an order.
Shot Direction
- Film the moment a customer orders and prep begins — show the immediacy
- Close-up of hands assembling the dish — this is the "proof" shot
- Time it if possible: "Your focaccia — made in under 3 minutes"
Month 1 — Week 3 Launch
The Opening Offer
A strong offer does two things: it gives someone who's already curious a reason to act now, and it removes the risk of trying something new. The goal here is to add genuine value to the first online order — not discount the product — so the pricing feels justified and the customer feels like they got a bonus, not a bargain.
Why This Offer Works
- →£15 threshold is effortless — one focaccia or Milanese clears it. No one feels like they're stretching to qualify.
- →Almond croissant = zero negative reviews — the gift feels premium and is universally loved. It introduces a second product to first-time customers.
- →No discount on core items — the focaccia and Milanese stay full price. We add value, we don't subtract it.
- →"This week only" creates urgency without feeling desperate. It's a launch window, not a clearance.
What Makes This Offer Work
- ↑Dream outcome: Great fresh London lunch at your desk — no queue, no effort, no disappointment.
- ↑Perceived likelihood: Free bonus + 50yr heritage = feels safe to try for the first time.
- ↓Time delay: "Order now, delivered today" — immediate fulfilment is the message.
- ↓Effort: One click, one URL. The ad takes them directly to the order page — not the homepage.
Google Ad Copy — Suggested Headlines
Free Croissant With Every Online Order | Nanis London Deli · Fresh Made Daily · Order Now
London Deli Delivery — Nanis | 50 Years. Still Fresh To Order. Free Gift This Week.
Order Nanis Online Today | Great Portland St's Best Kept Secret · Free Croissant Added
⚠️ Before Launch — Please Confirm
Can the team reliably add an almond croissant to every qualifying online order during this week? If fulfilment is inconsistent — even once — the offer backfires and generates a complaint. Worth a quick operational check before the campaign goes live.
Posting Schedule
Month 1 — Week-by-Week Plan
25 Instagram posts + 4 Google My Business posts per month. Primary goal: drive online orders. Coffee appears 1–2× for brand warmth. Every week has a GMB post to support local search ranking.
Instagram Video / Reel
Instagram Static Post
Google My Business Post
Offer / Ad Creative
Week 1 — Establish
Heritage Story Reel (V5)
Hero: Milanese Sandwich + order CTA
Hero: Italian Club Focaccia
Shop Atmosphere — Real & Welcoming
Brand: Who We Are / Since 1972
Catering: "We feed teams too" — catering awareness post
GMB: Welcome post — who we are + order link
Week 2 — Build Craving
Cinematic Close-Up Reel (V1)
Hero: Parmigiana Focaccia + order CTA
Hero: Spaghetti & Meatballs
Staff / Team Photo — Agnesca or Rohana
Hero: Almond Croissant
Brand: How to Order Online
GMB: Menu spotlight — Milanese + order link
🚀 Offer Week + Ads Launch
Week 3 — Offer & Google Ads
OFFER POST: Free Croissant with £15+ online order
Customer Review Reel (V3)
Hero: Milanese — "Order Online Today"
Offer Reminder: Focaccia + croissant flat lay
Hero: Caesar Salad / Wrap + order CTA
Hero: Pistachio Bun (NEW)
GMB: Offer announcement — Free Croissant + order link
Week 4 — Engage & Retain
"Which One?" Reel (V4)
A Day at Nanis (V2)
Coffee post — barista / named staff (1 of 2 this month)
Hero: Falafel Wrap + order CTA
Catering: Office team lunch — "We deliver across Central London"
Customer Enjoying Food
GMB: End of month review ask — "Loved it? Leave us a review"
📍 Google My Business Post Guide — Every Week
GMB posts support local search ranking and appear directly in Google Search results and Maps. They should be short (2–3 sentences), always include an action button, and link to the online order page. Post once per week — Monday morning is ideal for office worker visibility.
Week 1 — Who We Are
"Fresh food, made to order — since 1972. Nanis is Great Portland Street's independent deli serving London's best focaccias, salads, and hot lunches. Order online for delivery or swing by 134 Great Portland Street."
Button: Order Online
Week 2 — Menu Spotlight
"The Milanese sandwich — breaded chicken, melted cheese, and Nanis' own sauce. Made fresh when you order it. Londoners have been coming back for it for years. Order it online today."
Button: Order Online
Week 3 — Offer (matches ad campaign)
"This week only: order online over £15 and we'll add a free almond croissant to your order. No code needed — just order at nanis.co.uk before [date]."
Button: Order Online · Set an expiry date on the post
Week 4 — Review Ask
"Enjoyed your lunch at Nanis? A quick Google review means the world to us and helps other Londoners find us. It takes 30 seconds — and we read every single one."
Button: Leave a Review (link to Google review page directly)
📅 Month 2 — Corporate catering Google Ads launch + CSR posts (S1, S2) + catering content pillar increases to 4 posts/month + new offer (catering intro or combo deal)
📅 Month 3 — Retention offer + S3 made-to-order post + begin Meta ads + begin retargeting + review catering campaign performance
Verified from 150+ Google Reviews
Product Ranking for Content
Products are ranked by content priority and labelled by source — so it's clear what's backed by customer reviews, what Nanis considers a signature, and what their best-selling categories are. Many items carry more than one label.
Label Key
📊 From Reviews
⭐ Signature Product
🏆 Best Seller
🏢 Catering / B2B
Important Notes
What to Avoid — Month 1
Specific things we should not do in the first month, based on research and strategy.
⚠️ Watch Outs
- No humour or banter in Month 1. The brand isn't established enough. Humour lands when people feel familiar — save it for Month 3+ once the feed has warmth and personality.
- Don't film anything that makes the queue look chaotic or the space cramped. Reviews mention this. Reframe queues as a positive signal — "clearly popular" — or don't feature them at all.
- Don't film staff without asking first. Given some tension mentioned in reviews, everyone should feel comfortable and willing on camera. Brief the team the day before, not the moment of filming.
- Don't post blurry or dark photos. With 760 followers, the feed needs to look premium from post 1. Reject any photo that isn't sharp, well-lit, and composed cleanly. It's better to post fewer great photos than more mediocre ones.
- Don't make CSR claims you can't back up. Only post sustainability content you can speak to confidently if questioned — especially "plastic-free since 2017" (please confirm the exact date) and "carbon-limiting deliveries" (please confirm if you use an electric vehicle).
- A small note on kitchen filming — for the team's awareness. When chefs are passionate about their food, it naturally shows — tasting during prep, reacting to flavour, sharing that excitement is genuinely great on camera and shows real craft. One thing worth keeping in mind: moments like tasting directly from a finger, licking it, and then continuing to prepare food can come across as unhygienic to some viewers — even if that's not the intention. It's simply a camera framing consideration. For filming purposes, a clean spoon or a small taste from a fresh portion achieves the same warmth and authenticity, and keeps all attention on the food where it belongs. The passion and personality — absolutely keep that.
- 📋 Internal Note — DevsstreamAd activation for customer review content will be held for the first 2–3 weeks. We will run these organically first to identify which creative generates the strongest engagement before allocating paid budget. This ensures we spend efficiently rather than guessing.
Quick Reference
Full Content Summary — All 3 Months
Everything mapped across the 3-month plan. Month 1 is confirmed. Months 2 and 3 are directional and may adjust based on performance data.
| Item | Content | Type | Month | Ad Use? |
|---|---|---|---|---|
| V1 | Cinematic Food Close-Up | Video | M1 | Yes |
| V2 | A Day at Nanis — Atmosphere | Video | M1 | Maybe |
| V3 | Customer Review Reel | Video | M1 | Yes |
| V4 | "Which One?" Engagement Reel | Video | M1 | No |
| V5 | "Since 1972" Heritage Story | Video | M1 | Maybe |
| P1–8 | Hero Product Shots (8 items) | Photo | M1 | Yes |
| P9–12 | Promo / Offer Backgrounds (4) | Photo | M1 | Yes |
| P13–16 | Atmosphere & People (4) | Photo | M1 | Maybe |
| P17–20 | Brand & Info Posts (4) | Photo | M1 | No |
| S1 | Plastic-Free Since 2017 | Photo/Graphic | M2 | Maybe |
| S2 | Too Good To Go Partnership | Photo/Graphic | M2 | No |
| S3 | Made Fresh To Order — Video | Video | M3 | Yes |
| C1 | Catering: "We feed teams too" — awareness | Photo | M1 | No |
| C2 | Catering: Office team lunch — Central London delivery | Photo | M1 | No |
| C3 | Catering: Team lunch / office delivery spread | Photo | M2 | Yes |
| C4 | Catering: Breakfast meeting package — styled flat lay | Photo | M2 | Yes |
| C5 | Catering: Canapés & savoury bites — corporate events | Photo | M2 | Yes |
| C6 | Catering: Office pop-up — capture when it happens | Video | M3 | Maybe |
How to Send Us Your Content
File Delivery Guide
Following this process ensures we receive files at the right quality, can find everything quickly, and can edit and post on schedule. Please read through before the first shoot.
📅 Weekly Deadline
Monday by midday
Raw footage and photos for that week uploaded to the Drive folder by Monday 12pm. This gives us time to edit, review, and prepare for the week's posting schedule without rushing.
📁 Upload deadline: Monday 12pm
✏️ Editing completed: Wednesday
✅ Content approved: Thursday
📱 Posts go live: Throughout the week