Texas Inn

Texas Inn, known by locals as “The T Room,” is Lynchburg, Virginia’s oldest dining establishment, founded in 1935. Now with two locations – Downtown and Cornerstone – the business still serves “1,500 people, 15 at a time.” To date, the Texas Inn has served more than 6 million customers.

The challenge

This iconic diner has a long and distinguished history, but it had fallen on hard times. When Madison+Main began working with the company in 2018, ownership reported seven consecutive years of revenue declines, and the company — and the brand — needed a makeover.

The approach

Madison+Main prescribed some tough medicine for the company; a new brand image, a website, a complete overhaul of the interior of the restaurants and new operational procedures and revenue streams (merchandise sales, online delivery services, new menus and menu items).

With an emphasis on social media, digital marketing, local radio and public relations, the T Room has regained market share in the fast-casual space and experienced an amazing turn-around. Web traffic has increased by 500%. The company’s Facebook page grew from 237 to 5,311 followers in only one year and has a 4.8 rating on Facebook and 4.7 rating on Google. Madison+Main’s online video announcing delivery services UberEats and Grubhub was viewed more than 100,000 times — not bad for a 15 seat lunch counter. 😉