Behind the Counter with One Stop Coney Shop: Serving up Hot-Dogs, Community, and Entertainment - A Case Study in Branding

Here at TAWC Multimedia, we believe firmly in the power of authentic branding, leaning into your strengths, and community engagement. The story of One Stop Coney Shop in Grand Rapids, MI is a prime example of how a small brand can flourish by embracing these concepts. We hope you enjoy learning how Conor and Olivia Malloy reimagined what was once an oft overlooked hot-dog restaurant and created a cherished local destination through well-actioned, creative marketing strategies.

Turning a humble hot-dog joint into a local foodie destination and community hub might seem impossible. Yet, Conor and Olivia Malloy of One Stop Coney Shop (@onestopconey on Instagram) have not only achieved this feat—they’ve redefined what it means to serve up more than just food. Since taking over One Stop in 2020, they’ve transformed this little-known hot-dog joint into one of the top spots in Grand Rapids; not only has business increased but they’ve been prominently featured in multiple news pieces, partnered up with several other restaurants, and even been shouted out by celebrities such as Patton Oswalt. We had the opportunity to sit down with Conor to talk about One Stop’s branding, marketing, and how they bring it all together while running the business full-time.

Olivia and Conor Malloy Photo courtesy of @onestopconey on Instagram

The world was a very different place back in 2020. COVID-19 was rampant, folks were hiding out at home, and restaurants were doing all they could to stay afloat amidst rising costs and decreasing foot traffic. You would almost have to be crazy to start, or take over, a restaurant while all this is going on, right? Only a week into their marriage, Conor and Olivia took possession of the keys for One Stop Coney Shop and got to work.

Crafting an Identity

The first step in transforming One Stop was updating the branding to better reflect its new owners. “The original owners had every wall a different color,” Conor explains, “We wanted to minimize the color and make it less busy.” Additional inspiration came from Otto’s Berlin Döner (@ottosdoner on Instagram) a favorite eatery in Toronto; “Their design is really kind of simple and not too busy and that was the lens we were looking through [...] We wanted to add nostalgia because with hot-dogs and burgers it all kind of comes together, right?” Conor elaborates. Personality shines through the space while invoking nostalgia with vintage McDonald’s glasses, classic VHS tapes (Cocktail, anyone?), framed Nickelodeon magazines, and other ephemera scattered through various surfaces on top of their simple mustard-yellow color scheme. A near perfect example of consistency in branding.

While updating the branding was a crucial first step, breathing new life into One Stop took much more than just updating the color scheme and logo. The Malloys also recognized that the restaurant’s online presence needed a boost. Before taking over, marketing for One Stop was minimal, so an Instagram account was created and tied to the existing Facebook page. For now, these are the only two channels they use. Conor’s past experience with social media for other restaurants has given him a clear perspective on what works — and what doesn’t. He expressed frustration at the typical approach used by other restaurants. “It had to be Mondays we do this, Tuesdays we do this, and it was so just boilerplate. It’s doing its job but it’s just not something people are going to engage with,” Conor said. 

He also emphasized the importance of not overthinking posts, keeping things light, and (most importantly) consistency in posts. “The main goal is just being in people’s feed. I always try to have a couple stories every day so we’re in constant rotation.” Additional consideration is given to the timing of posts — for example making a post by 10am is ideal for One Stop so they catch their audience before lunch time hits. Another perfect time they’ve discovered is when they find themselves unwinding and scrolling on their phones at the end of the day. Their audience is likely doing the same and it provides an opportunity to hit the ground running with any specials they might have coming up.

“I think having your own voice, that’s the most important part.”

One Stop leans heavily into their personality through their branding. Conor states (and we agree!) that authenticity is often lacking in social media and people quickly see through those tactics. “We started out early saying we want to be able to tell people [things like] we’re closing early because we’re tired. You want to be real and be yourself.” Letting the person behind the posts shine through definitely seems to be a key to their success. Emphasizing what you bring to the table will get you where you need to go. “Be yourself. If you’re not funny [...] maybe you’re someone that takes really good photos, or you’re great at educating people. Do whatever you do well and do it simply.”

Building Community

Beyond social media strategies and consistent branding, the Malloys' dedication to authenticity extends into their community. One Stop's marketing efforts are closely tied to the active role they play throughout the Grand Rapids culinary landscape and in the lives of their customers. It is not uncommon to scroll through One Stop’s Instagram feed and see a shout-out to other eateries along with compliments or highlights of a favorite order. Most recently they’ve offered free hot-dogs for bringing in receipts from local Chinese restaurant Beijing Kitchen, whose business has faced a drop in foot traffic due to city construction. This encourages the growth of the community and creates a space where camaraderie grows and provides support to all involved.

As the conversation drew to a close, Conor reflected on the evolution of their marketing strategy. Initially, the focus was on establishing their brand identity — figuring out their voice, educating their audience, and learning to balance it all. Once the foundation had been set, Conor states refining the process has been centered around learning how to simplify the steps and focus on longevity. Between juggling the duties of running the business, spending time with family, and attempting to relax occasionally, Conor recommends writing down the ideas as they come to you, “I’ll get home from the shop at night and I’m in the shower and I’ll think of something in my head, so I grab my phone and put it in my notes real quick. I’ll look back later on and grab something from there.” 

When the Malloys first took over, much of their customer base was an older crowd and spillover from the nearby children’s museum. After implementing their branding and social media strategies, things shifted dramatically. Their continued success shows that with the right mix of creativity, authenticity, and community focus; even a small space serving up childhood delicacies like hot-dogs and hamburgers can become a local landmark. The success of One Stop Coney isn’t just about good food — it’s about building a brand that resonates with people and allows them to connect on a personal level. Whether you’re just starting out or looking to breathe new life into your brand, there’s a clear lesson here: stay true to your voice, engage your community, and always keep your brand identity at the forefront.

One Stop Coney is located at 154 Fulton St E, Grand Rapids, MI. We highly recommend everything on their menu. Some of the TAWC team’s personal favorites include the Korean Corndog, Belgian fries, the Patty Melt, and their occasional special the Peanut Butter Cheeseburger (trust us - give it a chance!). Visit onestopconey.com for more info or to order online.