Lukumades: +180% Engagement, +65% Online Orders Social Media & Website

Industry: Restaurants & Cafes

Location: Austin

Services Delivered

• Website Design
• Social Media Management
• Meta Ads

Challenges

• A beloved Greek donut brand with strong in-store word-of-mouth but almost no digital footprint to match it
• Inconsistent social media presence sporadic posting with no content strategy, low engagement, and a feed that didn't reflect the brand's energy
• No online ordering funnel: customers had no easy way to order ahead or find their nearest location
• Franchise growth aspirations required a polished, professional online presence that could attract serious franchise partners alongside customers

Strategy

We approached Lukumades as a brand-first project. The product is inherently visual golden, glazed Greek loukoumades with creative toppings deserve to be seen. We built a content-led social media strategy around craveable food photography and short-form video, paired with a new website that served both customers (online ordering, location finder) and prospective franchise partners (enquiry flow, brand story). Meta ads then amplified the best-performing organic content to cold audiences across Austin.

Execution

Designed and launched a new website with a full menu showcase, location pages for each outlet, an online ordering integration, and a dedicated franchising enquiry section. Built a monthly social media content calendar across Instagram and TikTok with original food photography, behind-the-scenes reels, and seasonal campaign content. Launched Meta ads targeting Austin residents aged 18–40 within proximity of their locations, using video and carousel formats showcasing signature products. Retargeting campaigns re-engaged website visitors and Instagram profile visitors with offer-led creative to drive in-store and online orders.

Outcomes

• Footfall
• Online Orders
• Brand Awareness

Results

• Instagram Engagement: +180%
• Online Orders: +65%
• Website Traffic: +220%
• Franchise Enquiries: +40%

Key Learnings

For F&B brands, the visual quality of content is everything Lukumades' best-performing posts were always the ones where the product looked impossible to resist. Reels showcasing the preparation process consistently outperformed static images by 3–4x in reach. Combining organic content with paid amplification of top performers gave us a compounding flywheel: the best organic content became the best-performing ads, which drove more followers, which improved future organic reach.