Jon & Vinny's: Marketing a Multi-Location Los Angeles Restaurant Group
Project
details
Jon & Vinny's is a Los Angeles institution. Multiple restaurants, a wine business in Helen's Wines, and a market in Cookbook, all under Joint Venture Restaurant Group. The brand does not have a demand problem. It has a marketing infrastructure problem: demand built on reputation, not on a system anyone owns.
9 Birds, a Los Angeles marketing agency, works as the embedded marketing team across the group. Not a project. A standing hospitality marketing team that runs audit, build and optimize across every location and every brand in the group.
A famous restaurant is not the same as a marketing system.
Jon & Vinny's fills rooms on reputation. Reputation is not something you can measure, forecast, or turn up when a new location needs covers on a Tuesday. The work is building the system underneath the name, across every restaurant and every brand in the group.
Embedded, not outsourced — we operate as the group's marketing team across all Jon & Vinny's locations plus Helen's Wines and Cookbook Market. One team, every brand, phased through audit, build and optimize.
Measurement before opinion — we instrumented the group's digital properties and cleaned up platform access first, so decisions about content, search and paid come from data instead of instinct.
Content sourced from the floor — location managers feed daily service footage into one central pipeline, and we turn it into consistent short form and social output for every brand in the group.
A restaurant group this well known runs into a specific set of problems:
- One account, many rooms: A single social presence has to speak for every location without turning into a feed of announcements.
- Reputation is not a channel: Word of mouth fills tables, but it cannot be measured, forecast or turned up when a location needs it.
- Three brands, one team: Jon & Vinny's, Helen's Wines and Cookbook each need their own voice and their own calendar without tripling the workload.
- Content lives on the floor: The best material in a restaurant happens in service, on a phone, and never makes it anywhere.
The mandate is infrastructure, not campaigns:
- Measurement first: Instrument the properties so traffic, reservations and search demand are actually visible.
- One system, every location: A content and social operation that scales across the group instead of one account per opening.
- Capture what already exists: Turn daily service into a steady short form pipeline sourced from the floor.
- Own the search result: Make the group's own properties, not third party listings, the destination for its name.
The engagement is active and the build is in progress. What is in place:
- Analytics and platform cleanup: Properties instrumented and connected so performance is measured rather than assumed.
- A group wide content operation: One editorial system covering Jon & Vinny's, Helen's Wines and Cookbook, with location managers feeding a central short form pipeline.
- An embedded team, not a vendor: Strategy, content, social and paid handled by one team that knows every room in the group.
Our Digital Marketing Services
9 Birds Creative, is a Los Angeles-based agency delivering specialized services in Content Creation, Web Design, Brand Strategy, and Digital Marketing for startups, hospitality, food & beverage, and fashion brands. Our dedicated team of creatives, developers, producers, and strategists combines innovative design with data-driven insights to craft powerful visual identities and unforgettable digital experiences.
Branding
Website
Content Creation
Digital Marketing
Faq Questions
How can we help you?
What Does 9-Birds Specialize in?
A: At 9-BIRDS, we specialize in navigating today’s fast-moving digital world. We understand how trends emerge, how algorithms shape visibility, and how to craft content that doesn’t just exist—but thrives. Whether it’s a brand, a startup, or an idea in its earliest stages, we focus on making sure your story gets seen, heard, and remembered.
How does the creative process at 9-BIRDS begin?
Every project starts with understanding your goals and your audience. We ask questions that cut through the noise, identify opportunities, and build strategies rooted in both cultural relevance and platform expertise.
What kind of businesses does 9-BIRDS work with?
We work with brands, startups, and creative projects looking to make an impact in an increasingly noisy digital world. It’s less about the industry and more about the ambition—to stand out, to connect, and to grow.
Can 9-BIRDS support my team after a project is completed?
Absolutely. The digital landscape doesn’t stand still, and neither do we. Whether it’s content updates, strategic reviews, or ongoing consulting, we’re here to make sure your presence stays sharp and your audience stays engaged.
What’s the best way to start working with 9-BIRDS?
Start with a conversation. Reach out via our contact form or email us at info@9-birds.com, and we’ll find the best way to bring your vision to life.
Can 9-BIRDS help with digital advertising campaigns?
Yes. Whether it’s Meta ads, Google campaigns, or targeted promotions, we build campaigns that are data-informed, visually engaging, and strategically placed for maximum impact.