Loro Asian Smokehouse

{Social Media}

For Loro Asian Smokehouse, White Pants dished out a different approach to online engagement for paid advertising & social posts. Loro combines craft Asian flavors, TX smokehouse culture, and social dining, allowing the brand to feel fundamentally different from what consumers may expect from a traditional Asian restaurant.

Rather than relying strictly on photographed dishes, White Pants curated Loro ads and posts to tell a broader brand story using custom photography, distinctive illustrations, and quirky text to appeal to different audiences.

Loro: Smoked Meats, Boozy Slushees, and a 24X ROAS

Loro Asian Smokehouse and Bar comes from the award-winning talent behind Uchi and Franklin Barbecue. Texas smoke, bright Asian flavors, craft cocktails, and a laid-back patio built for sticking around. It's not a traditional Asian restaurant, so the ads couldn't look like one.

White Pants ran Loro's local paid media program from start to finish: media strategy, ad creative, audience targeting, and a custom tracking setup built to measure the thing that actually matters. Orders.

Five months in:

30K+ on-premise transactions
25K website visitors
24X ROAS

The Food: Familiar Enough to Crave, Different Enough to Discover

Food photography is still the foundation of Loro's ads. Smoked meats, shareable plates, rad veggies, the whole spread. But the story goes beyond the plate.

Instead of filing Loro under "Asian food," the ads sold bold flavor, an upgraded experience, and the fun of trying something new with people you like. The goal was discovery, with enough range to speak to a lot of different diners.

The Experience: Sell the Hang, Not Just the Meal

Loro doesn't take reservations. You order, grab a seat, and stay awhile. The creative leaned into that.

Lifestyle photography showed tables covered in food, slushees in hand, community tables, dog-friendly patios, and real moments between friends. Showing the energy of the space positioned Loro as a place to hang, not just a place to eat, and that opened the door to a much bigger audience.

Custom illustrations built out the rest of the Loro universe. Light-hearted characters and unexpected mashups of Asian and Texas iconography made the ads instantly recognizable and hard to forget.

Photography documented the Loro experience. Illustration expanded the Loro world.

The Media: Getting the Good Stuff in Front of the Right People

Great creative only works if the right people see it. White Pants paired Loro's ads with layered audience targeting built for local results.

First-party data kept Loro top of mind with guests who already know the drill. Third-party data audiences brought in new diners who fit the profile. Geoframing around competing restaurants put Loro in front of people already out and looking for somewhere to eat, a high-value crowd one short drive away.

The Tracking: Counting Orders, Not Just Visits

Most restaurant campaigns stop at foot traffic. Knowing someone walked in is nice. Knowing they ordered is better.

White Pants developed custom tracking infrastructure that connects ad exposure to Loro's in-restaurant QR code ordering. That means the campaign measures real on-premise transactions, not estimated visits. It's how we know the 30K+ transactions and 24X return are the real thing, and it gives Loro a clear view of which audiences and creative are actually driving sales.

The End Goal: Loro as a Destination

The creative gave people a reason to come. The media put it in front of the right ones. The tracking proved they showed up and ordered.

Good food, good company, and numbers to back it up. Boozy slushee optional.

https://loroeats.com

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