Reviving Chomok’s Brand & Boosting Sales in Chittagong

One of the most notable success stories for Chomok, a leading restaurant in Chittagong, was the groundbreaking launch of its Smashed Burgers. As a long-standing brand with a strong local presence for over 7 years, Chomok faced increasing challenges with the rise of renowned international and Dhaka-based brands stepping into Chittagong, the market became more dynamic and consumer preferences began shifting towards newer experiences and trend-driven products.

This case study highlights how an innovative product launch and a culturally resonant marketing strategy successfully helped Chomok reconnect with its audience, drive sales growth, and reclaim its position as a leading brand in the evolving Chittagong food market.

With prominent brands expanding into the city, the competition grew stronger, offering customers more choices and introducing trending products. This shift in the dining landscape made it evident that evolving consumer preferences and heightened competition required a refreshed approach. There was a growing demand for innovative menu additions and engaging brand experiences, especially among the younger demographic that drives social media conversations.

The challenge was clear: Reclaim Chomok’s market relevance, revitalize sales, and generate brand excitement.

Our objective was to build

  • Sales Growth: Boost footfall and drive sales growth by tapping into emerging food trends.
  • Social Media Relevance: Re-establish Chomok as a leading food trendsetter in Chittagong.
  • Audience Expansion: Connect with Gen Z, students, and premium customers simultaneously.

As customers constantly seek new food experiences. Product exclusivity and first-mover advantage drive customer interest, especially among younger consumers. Our strategy was launching Smashed Burgers – a product never introduced before in Chittagong, capitalizing on the growing smashed burger trend that was just gaining traction in Dhaka.

Pre-Launch Phase: Building Anticipation

  • Conducted audience behavior analysis to understand taste preferences and content consumption habits.
  • Created teasers featuring user-generated content to build curiosity and buzz.
  • Developed content around Gen Z humor and cultural references to warm up the audience.

Launch Phase: Multi-Format Video Content

  • Launch Reel: High-impact motion video aligning the “smash” concept with Queen’s iconic “We Will Rock You” song, creating a rhythmic, irresistible brand recall.
  • Meme-Style Video: Leveraged Bollywood film clips & humor edits targeting Gen Z and students, boosting shareability and organic reach.
  • Storytelling Video: Crafted a premium English narrative ad appealing to upscale customers and families.

This multi-pronged video approach ensured 360-degree audience coverage, resonating across different age and social groups.

Post-Launch Phase: Sustaining the Hype

  • Influencer Partnerships: Collaborated with top Chittagong-based food influencers to drive credibility and visibility.
  • Developed a 3-week influencer plan featuring review videos, stories, and live-tasting sessions.
  • Encouraged customer-driven content by resharing organic posts and reviews.

The launch wasn’t just about introducing a new item—it was a statement. The team knew they had to spark a movement, not just a menu update. So, they turned to social media, creating an irresistible visual and storytelling experience. The result? In just one month, their video campaign exploded, racking up 1.7 million views and reaching 1.2 million people, a staggering 384.9% increase. People weren’t just watching; they were engaging. 122.5K profile visits, 25.5K content interactions, and a jaw-dropping 2,400% spike in link clicks told the story of a city hooked on the hype.

And the hype wasn’t just online. The numbers at the counter spoke for themselves—daily earnings skyrocketed by 175%. Chomok wasn’t just back in the game; they were leading it. For two months post-launch, the demand refused to die down. The city couldn’t get enough of the Smashed Burger. More than just a menu item, it became a symbol of Chomok’s adaptability, proving that the brand didn’t just follow trends—it set them.

Chomok had officially reclaimed its crown, not just as a restaurant but as a cultural force in Chittagong’s food scene. And as the Smashed Burger legacy continues, one thing is clear—when Chomok moves, the city follows. The Smashed Burger launch campaign at Chomok is a prime example of product innovation combined with modern, audience-centric digital marketing. By understanding shifting consumer preferences, leveraging pop culture, and executing a diverse content strategy, Chomok not only reversed its sales decline but also cemented itself as a frontrunner in Chittagong’s food scene. This campaign demonstrates that listening to consumers and evolving with trends is the key to staying ahead in a competitive market.