A dynamic quick‑service restaurant chain renowned for bringing authentic Mumbai street flavors to food lovers across the city. From December 2023 through June 2024, our social media management partnership set out to elevate brand awareness, cultivate a vibrant online community, and translate digital engagement into greater footfall and online orders.
We began by crafting a six‑month content calendar that balanced mouthwatering food photography, behind‑the‑scenes glimpses of the kitchen, and uplifting stories from customers. To deepen audience connection, we launched the “Mumbai Moments” mini‑series—short Reels highlighting street vendors and signature ingredients—alongside interactive “Express Picks” polls and quizzes that invited followers to weigh in on their favorite dishes. Recognizing the power of community advocacy, we introduced the branded hashtag #ExpressYourTaste, encouraging guests to share their own Bombay Express experiences. We also enlisted local micro‑influencers to co‑host an “Express Tasting” livestream, sparking authentic conversation and real‑time excitement. Finally, we amplified our best-performing organic posts and new menu announcements through targeted Instagram and Facebook ads directed at young food enthusiasts living near each outlet.
The “Making of Vada Pav” Reel became a standout piece, drawing impressive viewership and engagement.
Weekly story polls asking followers to choose between flavors became a reliable driver of interaction.
The “Express Your Taste” photo contest generated enthusiastic submissions and showcased real customers.
An influencer livestream boosted visibility and prompted a notable uptick in same-day orders.
By the end of the six‑month period, Bombay Express saw a substantial increase in followers, reach, and engagement across both Instagram and Facebook. User‑generated content and interactive formats helped forge a stronger sense of community, while the targeted ads and influencer partnership delivered tangible lifts in both in‑store visits and online orders. The combination of creative storytelling, community seeding, and data‑driven amplification translated into measurable business impact.
