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Client Introduction
Chick-fil-A Rankin Hwy and Wolcott is a quick-service restaurant located in Midland, Texas, one of the newer locations in the regional franchise footprint at approximately four years old. The location is owned and operated by Dianne Jones, an experienced operator who also holds ownership in another Chick-fil-A location.
Like most franchise operators, Dianne's day is driven by store operations, team management, and customer experience. Marketing, particularly the content creation and community-building work required to grow a local social media presence, was not something she had the bandwidth or infrastructure to take on independently.
The Problem
When Dianne engaged Digital Bliss Marketing Solutions, the Rankin Hwy location had virtually no active social media presence. The Instagram account had been created but sat largely dormant with fewer than 12 followers. The Facebook page existed but had minimal activity, minimal reach, and no consistent posting cadence.
This was not a case of poor strategy. It was a case of no capacity. As an owner-operator managing the full weight of daily store operations and a team, Dianne simply had no time to create content, learn platform strategy, or execute a consistent posting schedule.
The real-world impact went beyond follower counts. Without an established social audience, the location had no channel to promote local events, national campaigns, team milestones, or community engagement opportunities:
- Local events were not being promoted because there was no audience to market to
- Chick-fil-A national campaigns had no local amplification at this location
- The location was missing an organic channel for community connection and brand loyalty
- Low presence discouraged investment, and low investment kept presence low
Primary DBMS Method pillar affected: Visibility. Secondary pillars: Trust, Messaging.
What DBMS Did
Digital Bliss Marketing Solutions approached this engagement as a full social media foundation build, not a content-only retainer. Before any posting began, the groundwork had to be right.
Research and Profile Optimization
DBMS conducted local keyword research and competitor analysis specific to the Midland market. Both the Facebook page and Instagram account were fully optimized, including profile bios, contact information, link placements, category settings, and profile imagery. DBMS also studied the official Chick-fil-A brand guidelines in depth to ensure all content aligned with national brand standards while still feeling locally relevant to the Rankin Hwy location specifically.
Content Strategy Development
A full content strategy was developed for both platforms, covering four content types: Reels for reach and new audience growth, Stories for daily follower touchpoints, static posts for brand storytelling, and carousels for saves and extended engagement. Posting schedules were anchored to audience behavior data, with peak engagement windows identified and content calendars built around them.
Monthly Media Days
DBMS conducted regular on-site visits to gather original content, including employee-focused footage, food photography, and experience-driven video. This solved one of the most common barriers for local businesses: the absence of usable, on-brand visual content. By building a recurring content capture system, DBMS ensured a consistent supply of authentic, high-quality material that could not be replicated by stock images or generic templates. That authenticity became the defining competitive advantage of the account's performance.
Monthly Management and Reporting
DBMS managed both platforms on an ongoing basis, including content scheduling, caption writing, hashtag strategy, performance monitoring, and monthly reporting. Strategic recommendations were refined each month based on actual platform data.
Results as of March 2026
Eight months into engagement, the growth across both platforms is significant by any standard. The account has moved from fewer than 12 Instagram followers to a community-connected presence generating over 267,000 in monthly reach and 39,000+ monthly interactions.
| Metric | July 2025 Baseline | March 2026 | Change |
|---|---|---|---|
| Instagram Followers | 11 | 625 | +5,581% |
| Facebook Followers | ~10 | 465 | +4,550% |
| Combined Followers | ~21 | 1,090 | +5,090% |
| Monthly Instagram Views | 1,600 | 503,133 | +31,346% |
| Total Combined Reach | ~2,000 | 267,762 | +13,288% |
| Instagram Interactions | 34 | 39,058 | +114,817% |
| Avg. Engagement Rate | Negligible | 14.61% | 14.61x avg |
| Single Reel Peak Views | N/A | 1,500,000+ | Viral |
The Viral Moment
Among the strongest individual performance milestones was a Reel that exceeded 1,500,000 views, moving well beyond the platform's standard algorithmic reach and into genuine viral territory. This single piece of content demonstrated what becomes possible when authentic, community-first content is paired with the right format, timing, and strategic execution.
Instagram's 14.61% average engagement rate sits well above the food-and-beverage industry benchmark of 1 to 3 percent. At the current pace of +111 net new followers in March 2026 alone, the 1,000 follower milestone on Instagram is projected to be reached by June 2026.
"I am so glad I found Isabelle and Digital Bliss Marketing Solutions. I was so overwhelmed with the day-to-day operations that social media marketing was on the back burner. She has brought life into our marketing and more importantly, a bit of fun to my team."