Following a food trend and creating a successful chain
Gourmet burgers and smokehouses have been one of London’s most lucrative but saturated food trends.
Smoky Boys came to us as an independent business wanting to compete with other more established chains taking influence from America’s southern cuisine and offering ‘true B-B-Q’ to their guests. Although they didn’t have the same resources as the main contenders, they needed a strong brand identity and a marketing team to help them compete.
We overcame a lack of photography by developing a brand that revolved around illustration, quirky grill icons adorning menus to takeaway bags. We created social media campaigns that shouted out about a kitchen with a wealth of experience and focus on high-quality cuts of meat. We engaged customers used to eating at a big barbecue chain by running long-standing offers which were just as good value.
Brand recognition increased and loyalty followed. And when the gourmet burger food trend starting to subside, what was once a stand-alone barbecue joint is now a chain restaurant with seven branches and counting.
"It’s been 6 years since we began working with Captivate and we’re very happy with their work. They’ve helped us with branding and marketing for our 3 businesses."
– Sharif Raman –
Owner Kishmish, Burgers off Broadway, Smoky Boys