How Smirk helped a national restaurant group manage thousands of online customer messages and reviews every month.

Hal Smith Restaurant Group Logo



Service Area


Results Timeline

1 Year

The Situation

The Hal Smith Restaurant Group is a management company headquartered in Oklahoma City, operating 16 different restaurant concepts across seven U.S. states. Over the years, the Hal Smith brand has developed a trusted reputation known for exceptional customer service in its restaurants. The company has a robust growth trajectory and is actively planning new locations and concepts.Prior to partnering with Smirk, all concepts were seeing an increasingly time-consuming volume of commentary across social media and review platforms. Their internal marketing team wanted to proactively manage their digital reputation, ensure their guests received quick and attentive customer service online and develop a reputation management strategy that could scale with their planned growth. They also wanted to create distinct and consistent online brand voices for each concept.
hal smith restaurant group restaurant locations map

Hal Smith Restaurant Locations

Mahogany Prime Steakhouse logo
Neighborhood Jam logo
Charleston's logo
the garage burgers and beer logo
Toby Keith's I Love This Bar & Grill logo
Red Rock Canyon Grill logo
Louie's logo
Mama Roja logo
Upper Crust Wood Fired Pizza logo
Organic Squeeze logo
The Winston logo
El Huevo logo
Pub W logo
Hefner Grill logo
Hollie's Flatiron Grill logo
Notorious P.I.E. logo

The Solution

active response Sample Review Response

Sample Review Response

Active Response logo
Hal Smith was a perfect fit for Smirk’s unique solution for online reputation management. Through our Active Response service, Smirk helps businesses manage their online brand sentiment strategically, monitoring relevant digital commentary daily and responding to thousands of customer messages and reviews every month with small teams of humans.Smirk developed in-depth, distinct brand voice profiles for each concept that could be utilized for both marketing and reputation management. Our team created a detailed blueprint to ensure customer questions and concerns are resolved efficiently and consistently, including streamlining coordination and issue escalation processes for 84 restaurants. We also implemented our Active Response message tagging system that delivers actionable brand sentiment insights in real time.

The Results

Smirk helped Hal Smith reach a 100% response rate for all online customer questions, complaints and reviews. Smirk response teams actively monitor all incoming audience engagement daily on multiple platforms, sending on average over 3,000 brand responses to customers per month. We also provide Hal Smith with monthly brand sentiment reports that include actionable customer satisfaction data.Since March, Smirk has also assisted the Hal Smith team in quickly adapting to the rapidly changing environment relating to COVID-19. Our team develops and manages their brand’s public responses to questions regarding changing hours, the closure of locations, evolving health and safety guidelines and more.
Restaurant Locations
Social Media Fans
Responses Per Month
Response Rate

I would recommend Smirk to any other business looking for assistance with social media/reputation management. We have customized our arrangement for what works best for our brands and Smirk was very helpful in determining that. They are dependable and I know I can count on them to be thorough in their work and address all positive and negative feedback on our social media pages.


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4 NE 10th Street, Suite #454
Oklahoma City, OK 73104
(405) 582-0766

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