Bayside Skillet – The Crepe and Omelette Place
Bayside Skillet is one of the most iconic breakfast restaurants in Ocean City, Maryland. With its bold pink exterior, dog-friendly patio, fresh-squeezed juice, and unbeatable bay views, this local favorite has long been a must-visit for tourists and a go-to for locals. Their menu — full of fruit-loaded crepes, fluffy omelettes, and beach-town brunch cocktails — lives up to their tagline: The Crepe and Omelette Place.
If you’re looking for the best breakfast in Ocean City, MD, Bayside Skillet is always in the conversation.
Our Role
Our Role
When Bayside Skillet partnered with Shorecraft in December 2024, they had already built something special: a beloved brand, a loyal staff, and an incredibly consistent product. Like many restaurants in Ocean City, their focus had always been on food, service, and atmosphere — not social media. We stepped in to help bring their in-person experience online.
Our job was to reflect the energy of the restaurant and position Bayside Skillet to thrive year-round on Facebook and Instagram — especially heading into the busy summer season. We focused on:
- Reels that spotlight menu items like omelettes, crepes, mimosas, and fresh fruit
- Behind-the-scenes content featuring staff, who bring authenticity and personality to every post
- Branded graphics and short videos that match the restaurant’s vibrant aesthetic
- Story content that puts the viewer in the experience — from the patio to the plate
Because Bayside Skillet has such a genuinely happy and engaged staff, the content we captured felt real. That kind of energy can’t be faked — it’s the result of strong leadership and a tight-knit team. When we show their faces, their smiles, and their interactions, the audience can feel it.
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Results
Instagram Performance (Dec 1, 2024 – Mar 27, 2025)
- Content Interactions: ↑ 28,500% (Limited Content Prior to Shorecraft)
- Profile Visits: ↑ 29.2%
- Follows: ↑ 11.3%
Facebook Performance (Dec 1, 2024 – Mar 27, 2025)
- Content Interactions: ↑ 9.1%
- Profile Visits: ↑ 13.9%
- Follows: 258 ↑ 87%
Reach is different in a highly seasonal area
Reach measures how many unique people see your content. And in a place like Ocean City, that number changes drastically depending on the time of year. Our goal with the Bayside Skillet is to maximize reach in the off-season in order to capitalize on the massive explosion of reach in the summer season.
In the off-season, you’re primarily reaching locals and occasional travelers, which is limited. But during the summer, hundreds of thousands of visitors are in town every week — all scrolling, searching, and discovering new places to eat. That includes everyone looking up breakfast in Ocean City, brunch spots in OCMD, or where to get fresh crepes and omelettes by the water.
Here’s where strategy matters:
The algorithm doesn’t flip a switch in May. If you want your restaurant to show up in feeds when it counts, you have to build momentum in the off-season.
We use this time to:
- Increase engagement so your page is “warmed up”
- Grow follower counts so your summer content has reach
- Establish brand familiarity so tourists recognize your name before they even arrive
This is how you take a restaurant that’s already popular offline — and make it just as visible online.
What We’ve Learned (and What Other Restaurants Should Know)
Working with Bayside Skillet has reinforced a few key principles about managing social media for breakfast and brunch spots in Ocean City:
- Authenticity is your biggest asset
Real people, real food, real smiles — especially when it’s your staff. Some of our highest-performing content came from team members just being themselves.
- Breakfast businesses need to post with intention
Bayside Skillet only serves from 7:30am to 2:00pm — so their content has to match that rhythm. We time our posts for when customers are waking up, making plans, and scrolling while waiting for a table.
- You don’t need specials to create engagement
Bayside Skillet doesn’t offer promotions or discounts. Instead, we built a strategy around consistency, quality visuals, and storytelling — and it worked.
- Summer success starts in winter
Waiting until May to “get serious” about social media is too late. The algorithm rewards pages that stay active. If you’re not posting consistently in February or March, you’re going to miss your shot in June.
- Highlight your unique qualities often
Whether it’s the pink building, the pet-friendly patio, or the fresh-squeezed juice — talk about what sets you apart. Tourists making fast decisions will choose the place that looks and feels most memorable.
Final Thoughts
Restaurants like Bayside Skillet succeed because they focus on the right things: quality food, great service, loyal customers, and a strong sense of identity. Our job is to amplify that. And when it comes to breakfast places in Ocean City, MD, Bayside isn’t just part of the list — it’s leading the pack.
Want your business to reach more people before they even get to town? Start now — not later.
Let’s make your restaurant the one everyone’s talking about.
Get in touch with Shorecraft today → Contact Us
