How Yaseem filled a 150-seat shop on opening day
Nine days before opening, nobody in Singapore had heard of them. Every owner knows the fear that comes with that: a hundred and fifty seats and nobody in them.
Yaseem Nasi Kandar · 508 MacPherson Road
In Kuala Lumpur, Yaseem is a name people queue for. In Singapore, nobody had heard of it.
They had signed a restaurant on MacPherson Road that seats a hundred and fifty with the opening date already set for 1 January. The recipe was the real thing and the same chef was coming down from KL to run the kitchen. What they did not have was one person in Singapore who knew they existed. Zero online presence, on a restaurant that size.
Every owner knows the fear sitting under that. An empty dining room on opening day, and a first week that quietly tells the neighbourhood you are not worth the trip.
They called us nine days before they opened.
We sold the story, not the food. Every new restaurant posts the same glossy plate, and a glossy plate has never made anyone drive across the island.
So we led with the one thing no other shop here could copy: a nasi kandar people already queue for in KL, arriving in Singapore for the first time, with the same chef bringing it down. Then two decisions did the rest. Every video was cut for the people who actually live nearby instead of for a national audience. And we refused to say where the shop was. The comments filled up with people demanding the address, and the address became the third video.
The results
227K
44.9K
130KPlanned, shot and posted inside nine days. Three videos before the doors opened, for a restaurant nobody in Singapore had eaten at yet. The first one alone has done 227,800 views.
Views on the ten videos we ran in the first month. On 1 January they gave away free nasi kandar from noon to two. The restaurant filled, and the queues held through the opening days and the days after.
Before and after
So how did Yaseem fill a 150-seat shop on opening day?
We had nine days and we spent all of them making the restaurant famous before it existed. Three videos that have since done more than 400,000 views between them, run against an address we would not hand out until people were asking for it. By the time the doors opened on 1 January, the crowd already knew where to go.
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 →