Humidor on Austin was a pre-existing Waco hospitality concept that had pivoted and relaunched. The first weeks were uneven, the room needed a clearer identity online, and the marketing system needed to turn curiosity into repeat visits without relying on one-off launch buzz.
Rebuilt the social calendar around lounge atmosphere, cigar culture, events, and repeat-visit reasons
Used paid campaigns to reinforce the pivot and bring the right Waco audience back into the room
Connected email and SMS touchpoints to loyalty behavior and weekday demand
Tracked performance through Toast attribution and peer benchmarking
Kept the positioning premium without making the brand feel closed off to new guests
90-day revenue growth: 347%. Growth from July baseline to October 2025
First full month: 319%. Revenue lift from July to August 2025
Sustained performance: 9+ months. Held the new revenue level from August 2025 through April 2026
Toast peer benchmark: 14%. Above peer Texas restaurants per Toast's own benchmarking