What does it take to serve a perfect dinner? For one table to enjoy that meal, someone else had to wake up at 4am, haul produce, prep ingredients, scrub floors, and light the stove - often for a room that might never fill. That’s the reality restaurants face every winter.

After the post-holiday boom, January marks the beginning of one of the hardest times of year for restaurants. Reservations drop sharply (by as much as 30%) making an already razor-thin business even more fragile. For many restaurants, winter isn’t just a slow season - it’s a fight for survival. 

Resy approached us to partner to create a campaign that would remind diners why restaurants matter and why showing up, especially now, is often the difference between staying open or closed.

We set out to make something more than an ad. We wanted to make a love letter to the industry- something that could spark new dining habits, inspire loyalty, and most of all, boost Q1 bookings. The result was Right This Way, a musical ad concept that follows a day in the life of real chefs and restaurant workers as they prepare to serve their guests. Not actors. Not polished performers. Actual Resy restaurant partners from across Los Angeles - sourcing, prepping, polishing, chopping, scrubbing, singing.

The campaign served multiple strategic goals: increase consumer bookings in a critical revenue period, engage diners emotionally, and demonstrate Resy’s deep commitment to the restaurant community. Internally, it also helped showcase Resy’s demand network and drive demo leads among restaurant prospects, proving Resy’s value as a restaurant-first platform backed by AMEX.

Shot on location in LA with a beautifully diverse cast that reflects the real face of the hospitality industry, Right This Way was a rallying cry for an entire sector - an invitation for diners to turn empathy into action, and a celebration of every unseen act that goes into a perfect night out.