D3

www.primofamilyrestaurant.com

Their Story

For nearly four decades, Primo Family Restaurant has been a cornerstone of the Belle View community in Alexandria, Virginia. Family-owned and operated by third-generation restaurateur Jim Nicopoulos, Primo is known for its award-winning pizza, classic comfort foods, and Greek specialties made with high-quality, thoughtfully sourced ingredients. While Primo had been a long-time D3 website client, their overall digital marketing efforts had become fragmented over time.

The existing website was built on a platform that could no longer support the evolving needs of the business. Our team saw untapped potential to create a more connected digital strategy across email, digital ads, and social media, to better capture data, and to highlight catering and group dining. Plus, with Primo’s location adjacent to popular destinations such as the Mount Vernon Sports Complex, there were exciting and clear avenues to optimize their digital presence. 

Our Journey 

From day one, our team at D3 focused this project in Primo’s core values: community-first, authenticity, quality, and heritage. With 37 years of history and three generations of family ownership, Primo Family Restaurant has long been a neighborhood gathering place, where guests are treated like family, the atmosphere feels like home, ingredients are carefully selected, and every visit reflects the owners’ genuine message: We’re glad you’re here.

Of course, our proposed content strategy needed to reflect the warmth, tradition, and pride of Primo, while supporting modern business goals. We began with the website, where we highlighted the restaurant’s history and family ownership, improved menu organization, and created clear pathways for group dining. We also implemented strategic calls-to-action for online ordering, gift cards, catering, and contact inquiries, supported by SEO-focused content to strengthen local search visibility.

Because Primo’s food is central to the brand experience, D3’s photography team captured signature dishes, locally celebrated pizzas, fresh ingredients, and the inviting hospitality of the restaurant itself. These visuals became foundational assets across the website, email marketing, social media, and paid advertising.

What truly set this project apart was bringing all digital efforts together into one cohesive digital marketing ecosystem. D3’s email marketing team transitioned Primo’s occasional email specials to a broader, content-based strategy. Using lead capture tools, D3 was able to gather information from approximately 40% of website visitors to fuel email and remarketing campaigns. We then paired the lead-based campaigns with geo-targeted ads and social media posts to support the Primo team while maintaining their voice. 

The project resulted in a modern, welcoming website that authentically reflects Primo’s story and values while unifying branding across web, email, advertising, and social media. Stronger data capture, paired with improved visibility for Primo’s special offerings, supports ongoing marketing and continued growth.