Social for the Bel-Loc Diner where we wanted to give a digital personality to this venerable old school center of life and grilled cheese. There's loyalty and love for the place, so the desire to engage with this grande dame of grease—and share the fun of the relationship—is more appealing than doing so with the sub joint down the street or the causal dining restaurants in rotation. It's because the Bel-Loc Diner is part of the family. And like with family, you can tease and make jokes but it's all out of deep affection.