CASE STUDY
Pepper & Salt Restaurant
Venue & Caterer — Denmark, Western Australia
A strategic digital rebuild that delivered a 60% increase in wedding bookings.
Project Snapshot
Services: Website copywriting, wedding brochure copywriting, email nurture sequence, marketing strategy, project management, and photography curation.
Scope: Full messaging overhaul + strategic repositioning.
The Challenge
Pepper & Salt were already delivering extraordinary food, unforgettable dining experiences, and beautifully hosted weddings, but their online presence didn’t reflect any of it.
Their old website:
➵ lacked storytelling
➵ felt dated and visually inconsistent
➵ made their packages look confusing rather than compelling
➵ didn’t communicate their generous, soulful hospitality
➵ had no emotional or sensory hook
➵ and completely underplayed the calibre of what they offered
Despite having a loyal fan base and an exceptional reputation, they weren’t receiving the volume of wedding enquiries they should have been.
They wanted:
➵ copy that felt like them — refined, playful, generous, artful
➵ messaging that captured Chef Silas’ food philosophy
➵ clarity across all wedding and catering packages
➵ storytelling that made couples feel the experience
➵ email marketing systems that nurtured leads
➵ stronger positioning as a premium wedding and events venue
➵ and a website that finally matched the quality of their work
Their ultimate goals?
Increase wedding bookings, increase spend per head, grow private dining + masterclasses, and expand offsite catering awareness.
The Strategy
This project wasn’t just about rewriting a website.
It was about rebuilding the way couples understood the Pepper & Salt experience.
Here’s how we did it:
1. We led with storytelling and sensory emotion.
Their brand is deeply rooted in generosity, warmth, flavour, and connection — so the copy needed to taste like their food.
Everything was crafted to make readers feel the sunshine, the laughter, the flavours, the texture of the experience before they ever stepped foot at the venue.
2. We refined their entire buyer journey.
Prospective couples were guided through:
➵ clear, structured packages
➵ emotional storytelling
➵ compelling proof points
➵ easy calls-to-action
➵ seamless, high-trust flow
Every page now works to build confidence, reduce friction, and guide buyers toward enquiry.
3. We built a premium three-tier package structure.
One large, high-value “hero” package was designed as a price anchor, showcasing the full potential of the experience.
This naturally led couples toward the signature package — the sweet spot.
4. We curated imagery to support the narrative.
High-end photography with bright light, joyful people, and sensory storytelling was chosen to help couples feel the experience.
Images were strategically placed to elevate emotional resonance and reinforce Silas’s food philosophy.
5. We implemented strategic email sequences.
Nurture emails supported lead conversion, reinforced value, and made couples fall in love with their offers before they even visited the venue.
The result was a digital ecosystem
— not just a website.
The Transformation
And the results?
➵ 60% increase in wedding bookings
➵ Increased spend per head on every wedding booked
➵ 42% increase in private dinners and masterclasses
➵ Stronger brand perception
➵ Clearer, more compelling wedding packages
➵ Consistent storytelling across all platforms
➵ A website they’re proud to send to every prospective couple
This is what happens when messaging finally reflects the artistry happening behind the scenes.
“Letitia’s ability to capture the essence of my brand and translate it into approachable yet classy, persuasive copy was awesome.
We have increased our wedding bookings by 60% and increased individual spend per head on every wedding booked, and our private dinners and masterclasses have increased by 42%.
From the very beginning, she understood my food philosophy and how I wanted that message conveyed through my website.
I would highly recommend Letitia Bracken as a copywriter because she listens, learns and delivers to exceed your expectations.”
Silas Masih
Owner | Head Chef
Pepper & Salt Restaurant
The Experience
Working with Chef Silas was a creative, energising collaboration grounded in heart, culture, and passion.
He truly is an exceptional creative talent.
Ready for a website and brand story that reflects the true calibre of your work?
Let’s create something your dream couples won’t be able to forget.