A Pakistani clay-pot restaurant in Buffalo, New York, cooking handi over open fire since 2011. We run the social side — the content, the posting and the day-to-day management of the channels.
Who they are, and what they cook.
The restaurant
Clay Handi opened in Buffalo in 2011, founded by Murshad Masud Qazi, bringing traditional Pakistani clay-pot cooking to the city. It serves handi and grill from 3054 Delaware Avenue, seven days a week, from nine in the morning until two the following morning.
The method is the story
The kitchen’s proposition is the method itself — a seasoned clay pot over a low, patient flame, served in the same vessel it was cooked in. That is a visual story before it is a written one, which is exactly why the social channels are the right place to tell it.
What the engagement set out to solve.
These were the objectives the engagement was built around.
Lead with the method, not the menu
Restaurant marketing defaults to dish photography and offers. The brief was to lead with the clay pot and the fire, because that is what separates this kitchen from every other Pakistani restaurant in the region.
Speak to two tables at once
Buffalo diners meeting clay-pot cooking for the first time, and a South Asian community who already know precisely what a good handi should taste like. The same post has to land with both.
Keep pace with the kitchen
A restaurant trading every day and late into the night needs channels maintained consistently, not in occasional bursts around quiet weeks.
How the channels are run.
Social media management
Day-to-day management of the restaurant’s social channels, run as a continuing engagement rather than a campaign with an end date.
Content planning and scheduling
Deciding what goes out and when, built around the kitchen, the dishes and the clay-pot method rather than generic restaurant promotion.
Visual direction for food content
Content framed around the pot, the fire and the serve, so the method the restaurant is known for is the thing people actually see in the feed.
Ongoing upkeep
Continuing management of the presence, maintained against how the restaurant actually trades — seven days a week, late into the night.
Where it is, and when it runs.
These are the restaurant’s own operating details, taken from its website. Our engagement is social media management — we make no reach, follower or revenue claims.
The year Clay Handi opened in Buffalo
Open every day of the week
Daily trading hours
3054 Delaware Avenue
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