case study

Taim

Taking an NYC staple to the Tri-State area

A boots on the ground content & local marketing strategy during a time of high-growth: Opening 30 restaurants across New York, New Jersey, Virginia, and Maryland.

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Launched Taim Mobile App

50k downloads in first week, 150k downloads within the first 6 months.

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Drove Content Output

Created and executed content strategy resulting in 2x followers & engament rate increasing from 1.9 to 3.7%

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Launched 25 Restaurants

Built GTM strategy resulting in 81% increase in opening-month sales.

THE CHALLENGE

When I joined Taim Mediterranean Kitchen, it was a beloved West Village gem, known for what The New York Times once dubbed the city’s “best falafel.” That’s a real brand asset: earned reputation, cult loyalty, a story people already wanted to tell.

The problem was that nothing in market was carrying that reputation forward. The brand hadn’t evolved past “neighborhood favorite,” and a business preparing to expand into 30 new markets across four states can’t scale on word of mouth alone. Marketing lacked strategy, the branding felt dated, video content was nonexistent, and the photography failed to capture the vibrancy and freshness of the food, all symptoms of a brand that had outgrown its own identity.

Some examples of the old Taim feed:

The Strategy

My strategy centered on transforming Taim into a modern, craveable Mediterranean brand that could hold its identity across 30 new locations, not just its original West Village home.

I led the team and the budget behind that shift: directing freelance photographers and videographers, and partnering closely with operations and design leads across each new market. We built a cohesive visual identity that highlighted freshness and flavor, leaned into video storytelling to showcase the food’s vibrancy, and partnered with hyper-local influencers to create buzz around new restaurant openings.

We overhauled photography to feel bright and ingredient-forward, launched geo-targeted paid ads to drive in-store traffic, and redesigned email templates to improve engagement and click-through rates. Every digital and in-store touchpoint, from the app to self-ordering kiosks, was built to reflect the same seamless, energetic brand experience customers saw on social, so a customer walking into a brand-new location in Virginia got the same brand they already trusted from the original West Village shop.

The Results

The rebrand delivered immediate and measurable impact. Taim’s new app saw 50,000 downloads in its first week and surpassed 150,000 within six months. Updated creative and imagery led to a 43% reduction in ad spend while increasing conversion rates by 36%. Localized marketing tactics and influencer partnerships drove an 81% increase in opening-month sales across new locations, proving the power of a refreshed brand story backed by smart, hyper-local execution.

Craveable Visuals