Case Study: The CBF Express

Brand Overview

A Dubai-based West African fine dining supper club brand aiming to share the interconnectivity of rich West African culture through the medium of food.

The Challenge

Hospitality is a super competitive industry in Dubai and people generally do not know West African cuisine well.

On a limited marketing budget, the aim was to:

- Grow social media and brand awareness

- Increase conversion rates for new diners and resulting bookings for dining via organic social content

- Boost customer retention and yearly revenue

The Goal

On a limited marketing budget, the aim was to:

- Increase accounts reached to a minimum of 30,000 views per month on Instagram

- Double yearly revenue to 5-figures by the end of 2025

- Increase private event bookings by 50% in 2025

The Strategy

To increase social media awareness, drive bookings for general and private dinners and drive retention, I implemented these strategies:

-Increased sharing of educational and entertaining content about West African culture, cuisine and history via reels and carousels to spark curiousity and engagement.

-More behind the scenes content showing intensive prep work and unique ingredients used on the menus.

-Showing plated dishes, atmosphere and guest reviews from previous events.

-Posting and repurposing User-Generated Content shared by guests.

-Sharing content to build loyalty with current customers i.e. recipe inspiration, cultural and customer spotlights to deepen brand connection.

The Implementation

Content included:

- Bi-weekly Fun Fact Series

- Guest Testimonials

- Highlights from previous events

- Storytelling behind previous dishes

- Engaging behind-the-scenes interactive stories

Design Approach:

- Clean, bold, rich visuals that stay true to brands guidelines using Canva, Illustrator, Lightroom and Capcut

- Entertaining and well edited content with clear CTAs

Results

+300% increase in yearly revenue

+400% jump in private event bookings

+30% in returning customer bookings

+50% increase in followers on Instagram

Why It Worked

By educating customers through regular content, we converted curiosity and intrigue into bookings. Paired with great visual elements and a strong product, we increased both retention and revenue generated from new customers.