MINA Group

MINA Group operates across a diverse restaurant portfolio, with individual concepts that each need a strong local personality while contributing to the reputation of a larger hospitality group.

Route developed an overarching social strategy for the parent brand and worked through the distinct requirements of restaurant concepts including Bourbon Steak, PABU, International Smoke, STRIPSTEAK and Estiatorio Ornos. The goal was to build a consistent system for storytelling across properties without flattening their individuality.

Our work covered channel positioning, voice and tone, audience and competitor analysis, content pillars and practical social guidance. The strategy outlined how the group’s culinary talent, opening moments, hospitality culture and in-restaurant experiences could be communicated in a more unified way, while giving local teams room to adapt.

The result was a strategic foundation for coordinating content and maintaining stronger brand coherence across a complex, multi-location hospitality portfolio.