From Online Buzz to Offline Lines: Scaling an F&B Chain

For brick-and-mortar F&B brands, social media metrics only matter if they translate to offline sales. Matcha & Co. was opening 20 new locations across Tier 1 cities and needed a social media strategy that guaranteed lines out the door. We utilized a hyper-local, visually driven approach.On Xiaohongshu, we positioned the cafes as the ultimate "daka" (check-in) spots. We designed highly shareable, aesthetic content highlighting the interior design and visually striking matcha desserts, encouraging users to visit and post their own photos. On Douyin, we utilized Local Services (POI) features, pushing mouth-watering, fast-paced video content to users within a 5km radius of the new stores, coupled with limited-time digital coupons. WeChat was used to manage the digital queue system and push weekly new-menu alerts to subscribers.