ABOVEGROUND

Restaurants & Bars

Jun 1

Written By Maria Sanchez

ABOUT THE PROJECT

The Business

Industry/Type of Business: British Restaurant
Location: Union Market, Washington, DC
Brief Description: A modern British restaurant bringing authentic UK comfort food to DC through elevated takes on classics like fish & chips, pies, and sausage rolls, all led by Chef Nicholas Martino with a focus on bold flavor and traditional technique.
How Long They’ve Been Working With Us: Since November 2025

The Challenge

Before working together, ABOVEGROUND’s social media wasn’t fully showcasing the atmosphere, personality, and elevated take on British comfort food that made the restaurant stand out in DC’s dining scene. Brand Capture developed a consistent content strategy centered around storytelling, strong food visuals, and slight rage-bait style hooks that sparked conversation and increased engagement. Over time, the strategy evolved into more conversion-focused content, leading to increased reach, customer interaction, and new visitors discovering the restaurant through social media.

Our Strategy

Our approach for ABOVEGROUND centered around reintroducing British food to a DC audience in a way that felt modern, entertaining, and worth trying. Since British food is often overlooked or stereotyped as bland, we built a content strategy focused on changing that perception through strong storytelling, menu highlights, and personality-driven content. We created a mix of trend-based videos that matched the brand’s voice, often leaning into humor and playful concepts while still tying every piece of content back to the restaurant’s identity. Chef Nick also wanted to become a visible part of the brand, so we positioned him as a recurring face throughout the content to create familiarity and connection with the audience. Alongside trending content, we focused heavily on voiceover storytelling videos, menu spotlights, and “must-try” style content designed to showcase the experience and quality behind the food. We also experimented with light rage-bait style hooks that sparked conversation around British food culture. While this naturally brought in some negative comments, we used that engagement to our advantage by shifting the conversation toward curiosity and positioning ABOVEGROUND as a spot people needed to try for themselves. Every piece of content was created with shareability and saves in mind, helping increase reach, engagement, and ultimately driving more people to discover the restaurant through social media.
How Often We Post: 2 videos per week

The Results

Instagram & TikTok

638,128 views on Instagram in 90 days
527,000 views on TikTok in 90 days
5,347 new followers in 90 days

Video Example

“Working with BrandCapture has been nothing short of outstanding. From the very first interaction, their team showed exactly why they’re one of the most effective and truly people-focused social media companies out there.

A special shoutout to Maria and Michelle, who have been nothing less than phenomenal. Their professionalism is matched only by their warmth—both are incredibly engaging, kind, and genuinely invested in helping our brand grow. Every question, request, or update has been handled with impressive speed and precision, and their communication is always clear, friendly, and solution-oriented.

BrandCapture isn’t just good; they’re exceptional. Their strategies are thoughtful and modern, their results are measurable, and their team makes you feel supported every step of the way. It’s rare to find a company that balances creativity, efficiency, and heart so seamlessly.

If you’re looking for a social media partner that actually delivers and makes the process enjoyable, BrandCapture is the one. Huge thanks again to Maria and Michelle for elevating our brand with such care and expertise. Highly recommended! 🌟”

— Nicholas Martino, Founder of ABOVEGROUND