The Challenge
Hashtag Burgers & Waffles is a Sydney burger and waffle restaurant. A single-site restaurant only needs to reach people who can actually get to it. Broad reach is wasted spend; the campaign had to concentrate on a local audience.
Our Approach
We built a small, tightly local creator list.
- 15 creators were agreed, all with a genuine Sydney following
- Selection was geographic first — local relevance mattered more than national reach
- Creators visited in person so the content showed the venue as well as the food
- Content was reviewed against brand guidelines before publication
Concentrating on local creators put the restaurant in front of people who could book a table that week.
The Results
15 local creators reached an audience of 644,977 at a 3% engagement rate.
Choosing Creators Who Could Actually Turn Up
A single-site restaurant lives or dies on people who can physically get to it, which is why the creator list here was built around genuine Sydney followings rather than reach size. Sending creators to visit in person, rather than briefing them remotely, means the content shows the room and the counter as well as the plate — something a food photo alone can’t do for a venue people need to be able to picture walking into.
What 645K in Reach Means for One Address
644,977 in audience reach at a 3% engagement rate is not a covers or bookings figure — this page makes no claim about how many of that reach translated into a visit. What it shows is that a deliberately narrow, locally verified creator list still produced a reach figure well above what the restaurant’s own following would achieve on its own, concentrated in the one city where a booking is actually possible. For a single site rather than a chain, that concentration is the point: every person reached is, in principle, within reach of a table.
