How Nenek Recipe grew sales 18% without changing the menu
They cook nasi padang and nasi campur, the same food as a hundred other stalls. And their posts were getting two or three likes.
Nenek Recipe · the family behind the food
Every owner we meet worries about the same thing, and Nenek Recipe said it out loud: there is nothing special about our food. They cook nasi padang and nasi campur, the food you grew up on. Good, honest, and available on a hundred other menus.
So the usual playbook had nothing to work with. You can’t build a campaign on a dish nobody can call unique, and it showed. Their posts were getting two or three likes. Not two or three hundred. Two or three.
That is the wall most everyday F&B businesses hit. When the food isn’t the story, most people give up on having one.
The family, not the food. Nobody drives across the island for nasi padang. But everybody knows the taste of their grandmother’s cooking, and that is the one thing no competitor can copy.
So we built characters. Nenek Marya and Nenek Yanti became the faces, with their grandchildren narrating, and the shop turned into a family you could follow instead of a menu you scrolled past. The reveal video introducing the second nenek pulled 140,300 views on its own.
The results
Sales grew 18% in the first 30 days. On a shop that was already busy, that is a month of extra covers, not a rounding error.
More than a million views in the first three months, from a standing start. Over 500,000 of them landed in the first 30 days alone.
Thirty-four thousand likes across those three months, for a shop whose posts used to get two or three.
Before and after
So how did Nenek Recipe grow sales 18% without changing the menu?
It stops competing on the food. Nenek Recipe had something every other nasi padang stall also had, and one thing none of them had: these two grandmothers and the family around them.
Your shop has a story like this too. You might just be too close to see it. That’s literally what the call is for.
What we run today: at least 500 new orders in 30 days, and every one is a code redeemed at your counter, so you can count them. Muslim-owned and halal F&B only.
See if we can do it for your shop →