Benihana riverside

Social Media Strategy / content production / reels / photography / content pillars

Flames, smokes, teppan.

The challenge

OUR IDEA

You heard about Benihana right? Well, so has everyone else. And this was kind of the problem here. An iconic brand like Benihana has lived through generations and picked up a fair bit (okay, a lot) of dust along the way. It just wasn't the exciting, inspiring destination it once was. So we set out to inject some fresh momentum and reignite that long-lost flame. So? Bring back the energy by doubling down on what the brand basically invented: the fun, chef-led show.

Oh boy, social media needed some serious revamping. Think super staged cheering poses, cringe-fake-smiling-while-eating, all of that needed to go. Benihana had to play by the rules of social media and show its audience it can be as savvy online as when it comes to throwing that shrimp in the air. And because BKK is packed with Japanese places, the key was to dig deep into the dinner-tainment side of Benihana to stand out and craft a space of our own.

We had our angle.

OUR response

Social media is hungry for action. Fire. Movement. Flavors. So let's give them what they want to see. We brought Benihana Riverside on an epic culinary journey where food becomes part of the storytelling but is led by a show and mesmerizing details.

Repositioning the Chefs at the center of the brand DNA, we completely revamped Benihana's usual staged-like content into a more relatable and evocative venue. From Facebook to Instagram and TikTok, the brand was litterally on fire.

One area where lots of F&B venues on the Bangkok scene usually struggle, is creating content that resonate with the right audience. Creating cinematic reels and photographs is great but it does not stop there.

We spent time redeveloping Benihana's audience segments, understanding their pain points, aspirations and triggers, so that our content would not only catch their eye but drive actions.

From birthday celebrations to date nights and casual business lunches, we designed and launched ultra-localized ad campaigns, yielding actual results.

Our
Social media
Strategy

In a saturated space where Japanese restaurants and Teppanyaki places are legion, Benihana Riverside managed to become a local favorite.

Because our audience on social media is incredibly volatile, it's essential to keep surprising them through exciting content, catered to their expectations and needs.

With a new tone of voice, a more fun-led social media presence and a strong understanding of local culture and triggers, Benihana is here to stay and delight everyone through magical shows every night.

The results

75

Content

produced

+119%

Direct inquiries

Through social media

+32%

Engagement

Rate

SHAKE SHACK
THAILAND

With engagement growing, translating into inquiries and traffic, it was important to keep a strong brand voice and consistency throughout our message. Keeping the momentum alive.