How a 3-branch café grew from 200 to 12,000 Instagram followers.

The challenge

Three branches shared one Instagram account with ~200 followers. Posts looked like print flyers. No behind-the-counter proof, no Arabic captions, and no reason for locals to save or share. Paid boosts amplified weak creative.

What we did

• Switched to demonstration content: pours, prep, pastry drops, and staff-led Reels.
• Wrote bilingual captions and weekly story polls tied to each branch’s menu specials.
• Built a simple content calendar owners could approve in one WhatsApp thread.
• Used light Meta boosts only on posts that already earned organic saves.

The results

Followers and reach grew without a celebrity campaign — the content finally looked like the café. Branch managers reported clearer weekend peaks when story polls teased limited drops.

What made it work

• F&B wins on appetite cues, not logo tiles.
• Bilingual captions open both expat and Arabic-speaking audiences in Dubai.
• Boosting winners beats boosting everything.

“Our feed finally looks like our café — and the weekends show it.”

— Multi-location café, Dubai (anonymised)

Reference

Client name withheld by default. A reference call is available once mutual NDAs are in place — mention this case study on the contact page.