Chick-fil-A Rankin Hwy and Wolcott · Midland, Texas · July 2025 to present
Chick-fil-A Rankin Hwy and Wolcott is a quick-service restaurant in Midland, Texas, one of the newer locations in the regional franchise footprint at roughly four years old. It is owned and operated by Dianne Jones, an experienced operator who also holds ownership in another Chick-fil-A location.
Like most franchise operators, Dianne's day is driven by store operations, team management, and customer experience. The content creation and community-building work required to grow a local social presence was not something she had the bandwidth or infrastructure to take on independently.
When Dianne engaged Digital Bliss, the Rankin Hwy location had virtually no active social presence. The Instagram account existed but sat dormant with fewer than 12 followers. The Facebook page had minimal activity, minimal reach, and no consistent cadence. As an owner-operator managing the full weight of daily operations and a team, she simply had no time to create content, learn platform strategy, or post consistently.
Primary DBMS Method pillar: Visibility. Secondary pillars: Trust, Messaging.
Local keyword research and competitor analysis specific to the Midland market. Both the Facebook page and Instagram account were fully optimized, including bios, contact information, links, categories, and profile imagery, all aligned to official Chick-fil-A brand guidelines while staying locally relevant.
A full content strategy across four formats: Reels for reach, Stories for daily touchpoints, static posts for brand storytelling, and carousels for saves and extended engagement. Posting was anchored to audience behavior data and peak engagement windows.
Regular on-site visits to capture original employee-focused footage, food photography, and experience-driven video. That recurring capture system ensured a consistent supply of authentic, on-brand material that stock images cannot replicate. That authenticity became the account's defining advantage.
Ongoing management of both platforms: scheduling, caption writing, hashtag strategy, performance monitoring, and monthly reporting, with strategy refined each month against real platform data.
| Metric | July 2025 baseline | March 2026 | Change |
|---|---|---|---|
| Instagram followers | 11 | 625 | +5,581% |
| Facebook followers | 428 | 465 | +8.64% |
| Combined followers | 439 | 1,090 | +59.7% |
| Monthly Instagram views | 1,600 | 503,133 | +31,346% |
| Instagram interactions | 34 | 39,058 | +114,817% |
| Avg. engagement rate | Negligible | 14.61% | 14.61x avg |
| Single reel peak views | N/A | 1,500,000+ | Viral |
One Reel exceeded 1,500,000 views, moving well beyond standard algorithmic reach into genuine viral territory. Instagram's 14.61% engagement rate sits far above the food-and-beverage benchmark of 1 to 3 percent. At the March pace of +111 net new followers, the 1,000-follower Instagram milestone is projected for June 2026.
"I am so glad I found Isabelle and Digital Bliss Marketing Solutions. I was so overwhelmed with the day-to-day operations that social media marketing was on the back burner. She has brought life into our marketing and more importantly, a bit of fun to my team."
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