Los Barrios Family of Restaurants Marketing Annual Case Study
Proven Digital Marketing Strategies for
Multi-Location Restaurant Group
From Family Tradition to Modern Growth: Inside the Legacy of the Los Barrios Family of Restaurants
Founded by the beloved Viola Barrios in 1979, Los Barrios Family Restaurants have become a San Antonio institution, known for serving up warm hospitality, beloved Tex-Mex recipes, and generations of family traditions. Today, the Barrios family operates three thriving locations:
- Los Barrios (Blanco Rd – Central San Antonio)
- The original home, cozy and full of history, where the story first began.
- La Hacienda de Los Barrios (Redland Rd – Stone Oak / Northside)
- Spacious with a beautiful, large outdoor patio perfect for family gatherings and live music.
- Viola’s Ventanas (Westover Hills – Northwest San Antonio)
- A large and scenic property with lush patios and plenty of room for private events, honoring matriarch Viola Barrios in name and spirit.
While the menus are consistent across all locations, each restaurant offers its own unique setting and vibe that caters to the diverse neighborhoods of San Antonio.
Project
Adapting a Legacy Brand to the Digital Era
In late 2023, Los Barrios Family Restaurants approached Embark Marketing for marketing services for a fresh start in 2024. The owners wanted to elevate their digital presence, drive brand awareness, and boost in-store traffic across all active locations. The Barrios family’s strong heritage, loyal following, and commitment to community provided a rich foundation for a refreshed social media strategy built on storytelling, consistency, and engagement.
This case study focuses on the outcomes from January to December 2024.
Strategy
Restaurant Marketing Strategy: Blending Brand Consistency With Neighborhood Appeal
From the beginning, the strategy centered around reinforcing the shared identity across all three locations:
- Family-owned
- Consistent, beloved menu
- Casual, welcoming atmosphere
- Perfect for gatherings, celebrations, and everyday meals
While the branding remained unified, we strategically highlighted the distinct attributes of each location to appeal to their surrounding neighborhoods and audiences:
- Los Barrios (Central): The original location, full of nostalgia and long-time regulars.
- La Hacienda de Los Barrios (Stone Oak / Northside): Large patios, live music, and perfect for big family events.
- Viola’s Ventanas (NW Side / Westover Hills): Expansive patios and event spaces, beautiful gardens, a tranquil escape, and a lasting tribute to their mother Viola.
Project
Adapting a Legacy Brand to the Digital Era
In late 2023, Los Barrios Family Restaurants approached Embark Marketing for marketing services for a fresh start in 2024. The owners wanted to elevate their digital presence, drive brand awareness, and boost in-store traffic across all active locations. The Barrios family’s strong heritage, loyal following, and commitment to community provided a rich foundation for a refreshed social media strategy built on storytelling, consistency, and engagement.
This case study focuses on the outcomes from January to December 2024.
Strategy
Restaurant Marketing Strategy: Blending Brand Consistency With Neighborhood Appeal
From the beginning, the strategy centered around reinforcing the shared identity across all three locations:
- Family-owned
- Consistent, beloved menu
- Casual, welcoming atmosphere
- Perfect for gatherings, celebrations, and everyday meals
While the branding remained unified, we strategically highlighted the distinct attributes of each location to appeal to their surrounding neighborhoods and audiences:
- Los Barrios (Central): The original location, full of nostalgia and long-time regulars.
- La Hacienda de Los Barrios (Stone Oak / Northside): Large patios, live music, and perfect for big family events.
- Viola’s Ventanas (NW Side / Westover Hills): Expansive patios and event spaces, beautiful gardens, a tranquil escape, and a lasting tribute to their mother Viola.
Social Media Management
Driving Engagement With Restaurant Social Media Marketing
Content Creation
Embark Marketing focused on creating a mix of photo and video content that captured the ambiance, food, and family story behind Los Barrios Family Restaurants.
Content showcased:
- Signature dishes and family recipes
- Vibrant patios and event spaces
- Live music and seasonal events
- Storytelling with the Barrios family
This engaging content strategy drove steady growth in followers, increased event bookings, and strengthened community engagement across all platforms.
Social Media
Located in three key San Antonio neighborhoods, Los Barrios Family Restaurants serve a diverse mix of longtime regulars and new guests. The brand remains deeply rooted in family tradition. Embark Marketing’s goal was to grow engagement and followers by highlighting the family’s story, great food, live music, and the inviting atmosphere that keeps guests coming back.
Social Media Accounts:
While the brand identity is shared, we strategically operate two separate social accounts:
- Los Barrios Family Restaurants account: representing both Los Barrios and La Hacienda de Los Barrios under one unified presence.
- Viola’s Ventanas account: operating independently to showcase its distinct property features, while still aligned with the family’s voice and legacy.
Platform Focus:
Facebook and Instagram remained the key platforms for local visibility, family storytelling, and engaging with both new and returning guests.
Tactics Included:
- Monthly professional photo and video content capturing food, events, and the vibrant atmosphere.
- Segments from Diana and Louis Barrios, showcasing the heart of the family business.
- Promotion of live music, private events, and seasonal menus.
- Paid social advertising targeting San Antonio neighborhoods, driving brand awareness, online ordering, catering, and event inquiries.
- Monthly review of analytical data and client/customer feedback to ensure performance
Social Media Management
Driving Engagement With Restaurant Social Media Marketing
Content Creation
Embark Marketing focused on creating a mix of photo and video content that captured the ambiance, food, and family story behind Los Barrios Family Restaurants.
Content showcased:
- Signature dishes and family recipes
- Vibrant patios and event spaces
- Live music and seasonal events
- Storytelling with the Barrios family
This engaging content strategy drove steady growth in followers, increased event bookings, and strengthened community engagement across all platforms.
Social Media
Located in three key San Antonio neighborhoods, Los Barrios Family Restaurants serve a diverse mix of longtime regulars and new guests. The brand remains deeply rooted in family tradition. Embark Marketing’s goal was to grow engagement and followers by highlighting the family’s story, great food, live music, and the inviting atmosphere that keeps guests coming back.
Social Media Accounts:
While the brand identity is shared, we strategically operate two separate social accounts:
- Los Barrios Family Restaurants account: representing both Los Barrios and La Hacienda de Los Barrios under one unified presence.
- Viola’s Ventanas account: operating independently to showcase its distinct property features, while still aligned with the family’s voice and legacy.
Platform Focus:
Facebook and Instagram remained the key platforms for local visibility, family storytelling, and engaging with both new and returning guests.
Tactics Included:
- Monthly professional photo and video content capturing food, events, and the vibrant atmosphere.
- Segments from Diana and Louis Barrios, showcasing the heart of the family business.
- Promotion of live music, private events, and seasonal menus.
- Paid social advertising targeting San Antonio neighborhoods, driving brand awareness, online ordering, catering, and event inquiries.
- Monthly review of analytical data and client/customer feedback to ensure performance
Los Barrios Family Restaurants
Between January 2024 and December 2024, Los Barrios Family Restaurants saw Instagram followers increase by 793 users, representing a 577.8% growth compared to the previous year. Engagement on Instagram also rose significantly, reaching 8,762 total engagements, a 124.4% increase year-over-year. Additionally, Instagram video views surged to 57,538, marking an impressive 3,193.5% increase in Reels video views
Viola’s Ventanas
Between January 2024 and December 2024, Viola’s Ventanas experienced an impressive surge of 575 new Instagram followers, a 3,094.4% increase from the prior year. Engagement also grew significantly, with 3,912 total engagements, a 99.2% increase. Reels video views totaled 36,515, a 2,657.9% increase compared to 2023.
What does this mean?
The rapid Instagram growth reflects strong audience interest in Viola’s beautiful patio setting, live music nights, and special event promotions. Consistent high-quality content helped expand reach while celebrating the restaurant’s inviting atmosphere.
Los Barrios Family Restaurants
Between January 2024 and December 2024, Los Barrios Family Restaurants saw Instagram followers increase by 793 users, representing a 577.8% growth compared to the previous year. Engagement on Instagram also rose significantly, reaching 8,762 total engagements, a 124.4% increase year-over-year. Additionally, Instagram video views surged to 57,538, marking an impressive 3,193.5% increase in Reels video views
Viola’s Ventanas
Between January 2024 and December 2024, Viola’s Ventanas experienced an impressive surge of 575 new Instagram followers, a 3,094.4% increase from the prior year. Engagement also grew significantly, with 3,912 total engagements, a 99.2% increase. Reels video views totaled 36,515, a 2,657.9% increase compared to 2023.
What does this mean?
The rapid Instagram growth reflects strong audience interest in Viola’s beautiful patio setting, live music nights, and special event promotions. Consistent high-quality content helped expand reach while celebrating the restaurant’s inviting atmosphere.
Los Barrios Family Restaurants
Over the past year, Los Barrios Family Restaurants’ Facebook following grew by 661 users, a 2.9% increase compared to the prior year. Facebook engagement also saw healthy growth, reaching 66,230 engagements, which reflects a 57.7% increase year-over-year.
Viola’s Ventanas
Viola’s Facebook following grew by 511 users, reflecting an 87.2% increase over the prior year. Facebook engagements totaled 18,789, representing a strong 76.4% growth.
What does this mean?
Facebook remains a core platform for reaching both loyal patrons and new local audiences. The growth reflects consistent community engagement through family-focused content, event promotions, and targeted ads.
What does this mean?
Facebook remains a vital platform for Viola’s Ventanas to promote events, holiday specials, and the venue’s large private event space. Consistent community-focused content continues to attract engagement and support.
Los Barrios Family Restaurants
Over the past year, Los Barrios Family Restaurants’ Facebook following grew by 661 users, a 2.9% increase compared to the prior year. Facebook engagement also saw healthy growth, reaching 66,230 engagements, which reflects a 57.7% increase year-over-year.
Viola’s Ventanas
Viola’s Facebook following grew by 511 users, reflecting an 87.2% increase over the prior year. Facebook engagements totaled 18,789, representing a strong 76.4% growth.
What does this mean?
Facebook remains a core platform for reaching both loyal patrons and new local audiences. The growth reflects consistent community engagement through family-focused content, event promotions, and targeted ads.
What does this mean?
Facebook remains a vital platform for Viola’s Ventanas to promote events, holiday specials, and the venue’s large private event space. Consistent community-focused content continues to attract engagement and support.
X (Formerly Twitter)
Los Barrios Family Restaurants
While minimal focus was placed on X, posts were shared organically for SEO and brand consistency. Over the last year, Los Barrios Family Restaurants saw that engagement increased by 1,160.6%, showing some minor audience interaction
Viola’s Ventanas
No significant focus was placed on X. Organic posting for SEO purposes resulted in an increase of engagement by 1,505.9% organically.
TikTok
Los Barrios Family Restaurants
During 2024, TikTok saw a small but steady increase in following, adding 22 new followers for a 2,100% increase, with 5,456 video views generated throughout the year
What does this mean?
TikTok continues to serve as an emerging platform for brand awareness. While still in early stages, video content is reaching new audiences and provides future growth opportunities.
Viola’s Ventanas
On TikTok, Viola’s Ventanas grew by 11 followers (a 1,000% increase) and generated 3,357 video views for the year
What does this mean?
TikTok remains a developing platform for Viola’s. As video content continues to gain popularity, there’s an opportunity for further growth in visibility and engagement.
X (Formerly Twitter)
Los Barrios Family Restaurants
While minimal focus was placed on X, posts were shared organically for SEO and brand consistency. Over the last year, Los Barrios Family Restaurants saw that engagement increased by 1,160.6%, showing some minor audience interaction
Viola’s Ventanas
No significant focus was placed on X. Organic posting for SEO purposes resulted in an increase of engagement by 1,505.9% organically.
TikTok
Los Barrios Family Restaurants
During 2024, TikTok saw a small but steady increase in following, adding 22 new followers for a 2,100% increase, with 5,456 video views generated throughout the year
What does this mean?
TikTok continues to serve as an emerging platform for brand awareness. While still in early stages, video content is reaching new audiences and provides future growth opportunities.
Viola’s Ventanas
On TikTok, Viola’s Ventanas grew by 11 followers (a 1,000% increase) and generated 3,357 video views for the year
What does this mean?
TikTok remains a developing platform for Viola’s. As video content continues to gain popularity, there’s an opportunity for further growth in visibility and engagement.
Reputation Management
In the competitive restaurant industry, managing online reputation across platforms like Google Business, Yelp, and Facebook Reviews is critical, with over 94% of diners researching restaurants online before making dining decisions. Reputation management not only shapes public perception but also supports SEO visibility.
Los Barrios (Central San Antonio)
- Google rating: 4.2★ (3,095+ reviews)
- Yelp rating: 4.0★
- Consistently praised for its puffy tacos, enchiladas, margaritas, and welcoming, family-friendly atmosphere. Occasional feedback focuses on service delays during peak hours.
La Hacienda de Los Barrios (Stone Oak / Northside)
- Google rating: 4.1★ (3,250+ reviews)
- Yelp rating: 3.5★
- Known for its spacious patios, live music, and large family dining spaces. Positive reviews highlight excellent service, large portions, and vibrant outdoor atmosphere.
Viola’s Ventanas (Westover Hills / Northwest)
- Google rating: 4.0★ (3,100+ reviews)
- Yelp rating: 4.0★
- Frequently praised for its beautiful garden patios, live music, romantic setting, and welcoming ambiance for both families and special occasions.
Embark Marketing actively monitors and manages all reviews across platforms daily, responding promptly to both positive feedback and customer concerns. Proactive engagement helps maintain high guest satisfaction, strengthens the restaurant’s online reputation, and supports ongoing organic search growth.
Reputation Management
In the competitive restaurant industry, managing online reputation across platforms like Google Business, Yelp, and Facebook Reviews is critical, with over 94% of diners researching restaurants online before making dining decisions. Reputation management not only shapes public perception but also supports SEO visibility.
Los Barrios (Central San Antonio)
- Google rating: 4.2★ (3,095+ reviews)
- Yelp rating: 4.0★
- Consistently praised for its puffy tacos, enchiladas, margaritas, and welcoming, family-friendly atmosphere. Occasional feedback focuses on service delays during peak hours.
La Hacienda de Los Barrios (Stone Oak / Northside)
- Google rating: 4.1★ (3,250+ reviews)
- Yelp rating: 3.5★
- Known for its spacious patios, live music, and large family dining spaces. Positive reviews highlight excellent service, large portions, and vibrant outdoor atmosphere.
Viola’s Ventanas (Westover Hills / Northwest)
- Google rating: 4.0★ (3,100+ reviews)
- Yelp rating: 4.0★
- Frequently praised for its beautiful garden patios, live music, romantic setting, and welcoming ambiance for both families and special occasions.
Embark Marketing actively monitors and manages all reviews across platforms daily, responding promptly to both positive feedback and customer concerns. Proactive engagement helps maintain high guest satisfaction, strengthens the restaurant’s online reputation, and supports ongoing organic search growth.
Public Relations
While most media attention for Los Barrios Family Restaurants has been organic, the only formal PR campaign executed to date was for the 45th Anniversary Mural Launch. Embark Marketing coordinated and distributed press releases to local San Antonio media, resulting in:
- Coverage in 4+ local articles
- Features in 2 news segments
Additional organic PR has occurred through community-driven coverage, such as MySanAntonio’s article covering the return of complimentary chips & salsa, which was amplified by a simple, high-performing video reel on Instagram:
- Article: Los Barrios brings back free chips & salsa
- Video: Instagram Reel
Email Marketing
The Los Barrios Family of Restaurants utilizes email marketing as a vital channel to engage loyal guests and drive business across all three locations. Embark Marketing manages and sends one email per week, each campaign strategically crafted to support key goals such as boosting dine-in traffic, promoting online ordering, and increasing awareness for special events and seasonal offerings.
In 2024, the email program delivered strong performance metrics, reflecting a highly engaged subscriber base of over 6,000 contacts. The campaigns averaged a 41.8% open rate, which marked a 7.7% increase over the previous year. The average click-through rate (CTR) reached 0.95%, an 8.9% improvement year-over-year. These numbers significantly outperform typical restaurant industry benchmarks and highlight the effectiveness of well-targeted, visually engaging content that resonates with the local community.
With a steady weekly cadence and a focus on relevant, timely messaging, the email program continues to serve as a reliable driver of traffic, reservations, and customer loyalty.
Website Performance
In November 2023, Embark Marketing launched three fully redesigned websites for The Los Barrios Family of Restaurants. These mobile-optimized sites were created to reflect the unique identity of each location while maintaining brand cohesion across the restaurant group. Each website was strategically built with improved SEO structure and keyword targeting, faster load times, simplified navigation, and focused calls to action, all designed to enhance user experience and drive business results.
From January 1 to December 31, 2024, all three websites experienced exceptional growth over the previous year.
- The Los Barrios website recorded 52,984 total visitors, representing a 966% increase year-over-year, with 94,111 pageviews over the same period.
- The La Hacienda de Los Barrios ( website brought in 54,883 unique visitors and 69,237 total visits, marking a 1,188% year-over-year increase, with a total of 122,378 pageviews.
- Meanwhile, Viola’s Ventanas saw the highest growth percentage, with 51,672 unique visitors, 65,649 visits, and 116,954 pageviews, reflecting a 1,358% increase in unique traffic and a 1,295% percent increase in pageviews from the previous year.
These results were driven by a multi-channel digital strategy that included paid social media advertising, geo-targeted ads, email campaigns, and optimized search visibility to increase brand awareness and site traffic.
The websites now serve as powerful digital storefronts, supporting online ordering, event and catering inquiries, and ongoing guest engagement across all three restaurant sites. Together, they help unify the brand’s story while tailoring content to meet the needs of each restaurant’s neighborhood audience.
Website Performance
In November 2023, Embark Marketing launched three fully redesigned websites for The Los Barrios Family of Restaurants. These mobile-optimized sites were created to reflect the unique identity of each location while maintaining brand cohesion across the restaurant group. Each website was strategically built with improved SEO structure and keyword targeting, faster load times, simplified navigation, and focused calls to action, all designed to enhance user experience and drive business results.
From January 1 to December 31, 2024, all three websites experienced exceptional growth over the previous year.
- The Los Barrios website recorded 52,984 total visitors, representing a 966% increase year-over-year, with 94,111 pageviews over the same period.
- The La Hacienda de Los Barrios ( website brought in 54,883 unique visitors and 69,237 total visits, marking a 1,188% year-over-year increase, with a total of 122,378 pageviews.
- Meanwhile, Viola’s Ventanas saw the highest growth percentage, with 51,672 unique visitors, 65,649 visits, and 116,954 pageviews, reflecting a 1,358% increase in unique traffic and a 1,295% percent increase in pageviews from the previous year.
These results were driven by a multi-channel digital strategy that included paid social media advertising, geo-targeted ads, email campaigns, and optimized search visibility to increase brand awareness and site traffic.
The websites now serve as powerful digital storefronts, supporting online ordering, event and catering inquiries, and ongoing guest engagement across all three restaurant sites. Together, they help unify the brand’s story while tailoring content to meet the needs of each restaurant’s neighborhood audience.
Geo-Targeted Advertising
Beginning in March 2024, Embark Marketing launched a hyper-local advertising campaign to boost visibility and drive traffic for The Los Barrios Family of Restaurants.
Results of Geo Target Campaign
Using geo-targeted ads for each of the brand’s three active locations. The campaign delivered more than 930,000 impressions and nearly 12,000 clicks over a 15-month period. It maintained an impressive average click-through rate of 1.28% and a cost-per-click of under $1, far surpassing typical industry benchmarks for restaurant display ads.
The campaign performed especially well during the second half of 2024, with peak engagement seen between October and January. Viola’s Ventanas achieved the highest average click-through rate among the three properties, consistently drawing interest through ads that highlighted its lush patios and scenic setting. Content that promoted seasonal specials, holiday events, and private dining helped keep visibility strong and content fresh across San Antonio’s neighborhoods.
Overall, the campaign successfully met its goal of increasing local awareness and digital engagement for each restaurant. With efficient budget allocation and highly targeted messaging, geo-targeted advertising proved to be a cost-effective and impactful strategy to support the continued growth and visibility of The Los Barrios Family of Restaurants.
Final Thoughts
In 2024, the Los Barrios Family of Restaurants made significant strides in digital visibility, audience engagement, and online growth. Through strategic collaboration, Embark Marketing helped translate a beloved local legacy into a powerful, modern digital brand that continues to resonate with both long-time fans and new guests across San Antonio.
Geo-Targeted Advertising
Beginning in March 2024, Embark Marketing launched a hyper-local advertising campaign to boost visibility and drive traffic for The Los Barrios Family of Restaurants.
Results of Geo Target Campaign
Using geo-targeted ads for each of the brand’s three active locations. The campaign delivered more than 930,000 impressions and nearly 12,000 clicks over a 15-month period. It maintained an impressive average click-through rate of 1.28% and a cost-per-click of under $1, far surpassing typical industry benchmarks for restaurant display ads.
The campaign performed especially well during the second half of 2024, with peak engagement seen between October and January. Viola’s Ventanas achieved the highest average click-through rate among the three properties, consistently drawing interest through ads that highlighted its lush patios and scenic setting. Content that promoted seasonal specials, holiday events, and private dining helped keep visibility strong and content fresh across San Antonio’s neighborhoods.
Overall, the campaign successfully met its goal of increasing local awareness and digital engagement for each restaurant. With efficient budget allocation and highly targeted messaging, geo-targeted advertising proved to be a cost-effective and impactful strategy to support the continued growth and visibility of The Los Barrios Family of Restaurants.
Final Thoughts
In 2024, the Los Barrios Family of Restaurants made significant strides in digital visibility, audience engagement, and online growth. Through strategic collaboration, Embark Marketing helped translate a beloved local legacy into a powerful, modern digital brand that continues to resonate with both long-time fans and new guests across San Antonio.
Ready to Grow Your Restaurant Brand
Whether you operate a single-location eatery or manage a multi-unit restaurant group, Embark Marketing has the tools, experience, and hospitality insight to help you thrive. Our team is made up of former restaurant professionals who understand your challenges and create strategies that deliver real results.
From social media and SEO to public relations and digital advertising, we provide customized marketing solutions that work. Contact Embark Marketing today to schedule a consultation and explore how we can elevate your brand.
