Overview
How a world-famous brand adapted to local flavor and doubled its store traffic in 12 months.
Industry: Food & Beverage
Market Entry: Metro Manila, Philippines
Goal: Establish strong brand presence and increase foot traffic
Results:
- 🚀 +110% store visits in 12 months
- 📈 +3.5x social engagement
- 🥤 +22% increase in repeat customers
The Challenge
Despite global popularity, initial branches in Manila faced:
- Low weekday foot traffic
- Minimal local engagement on social media
- Menu disconnect with Filipino taste preferences
Our Approach
We worked closely with the brand’s regional team to build a local-first strategy:
🛠️ Localization Tactics
- Introduced new drinks inspired by Filipino flavors (e.g., Ube Latte, Tablea Mocha)
- Collaborated with Filipino designers to revamp store interiors with local cultural elements
- Launched “Brew Lokal” campaigns showcasing Filipino coffee beans
📲 Digital + On-Ground Activation
- Partnered with local food influencers for product trials
- Created targeted promos via Instagram & GrabFood
- Held community events and student discounts in key university areas
The Results
After 6 months:
- 📍 Store visits up by 75%, peaking at +110% by the 12th month
- 💬 Over 20K new followers on social
- ☕ Ube Latte became a top 3 best-seller
- 🛍️ Higher foot traffic led to more in-store merchandise sales
Key Takeaways
- Cultural relevance builds connection. Localization isn’t just optional—it’s essential.
- Engage digitally, but act locally. Campaigns need to resonate both online and offline.
- Partnerships make momentum. Collaborations amplified credibility and reach.
