Frankfurter is a legendary F&B brand born in South Jakarta in 2002. With a legacy of 14 outlets and loyal customers, Frankfurter now evolves to meet modern tastes. Through adaptive strategy and quality menus, it remains relevant while building strong emotional connections with its audience.
Background
As a legendary brand since 2002, Frankfurter has a strong base of loyal customers. However, shifting tastes and digital behavior call for a fresh approach to stay relevant. Social media management plays a vital role in bridging the brand’s legacy with today’s audience expectations, while also rekindling the emotional bond built over the years.
INDUSTRY
Food & Beverage
YEAR
2025
SCOPE OF WORK
Social Media Management
Marketing Activation
Photography Production
Videography Production
Graphic Design
MANAGEMENT
Solution
To strengthen Frankfurter’s presence and reconnect with its audience, Bangkit Consulting implemented a consistent and authentic social media strategy. Through the “Behind The Grill” content series, we showcased the founders’ stories, the process behind menu creation, and heartfelt customer experiences.
The program was designed to reinforce emotional branding, combining premium visuals, warm storytelling, and strong brand personality, bringing Frankfurter closer to both long-time and new audiences.
Result
The “Behind The Grill” series successfully reignited emotional ties with loyal customers, who felt a renewed connection to the brand. Featuring the two founders, the series revealed behind-the-scenes stories, core values, and the legacy of Frankfurter in an honest, engaging way. The approach proved effective, generating strong organic engagement.
Many long-time customers shared nostalgic memories in the comments, recalling their childhood at Frankfurter and expressing excitement to bring their families back. These positive sentiments not only rekindled loyalty but also built trust with new customers through authentic word-of-mouth storytelling.
ACTIVATION
Background
Frankfurter has officially opened a new branch in Gading Serpong, marking a strategic expansion into a high-potential area. To drive offline traffic, a strong and targeted digital approach is essential — from location teasers and grand opening promotions to collaborations with local food enthusiasts.
Our online presence is designed to build excitement, spark curiosity, and guide audiences to experience Frankfurter firsthand at the new location.
Execution
To boost traffic at the new Gading Serpong outlet, Frankfurter launched a digital campaign with the hook “WANTED! GADING SERPONG foodies” via KOLs.
The activation included a giveaway of 200 free hotdogs for users who followed, liked, and commented on Instagram. Winners were invited to the grand opening and asked to upload IG Stories. The “Behind The Grill” series was also featured, telling Bu Vonny’s inspiring comeback story. To drive retention, double points were offered on all transactions during the grand opening, aiming to build loyal customers in the Gading Serpong area.
Result
Frankfurter has officially opened its new Gading Serpong location as part of its expansion into high-potential strategic areas. A strong digital approach—through social media and online channels—is essential to drive offline traffic. Engaging content, from location teasers to grand-opening promos and local foodie collaborations, builds excitement and encourages audiences to visit the new store.
This marketing effort bridged Frankfurter’s online presence with its offline experience. Consistent content—behind-the-scenes of the opening, favorite menu reviews, and exclusive first-visitor promos—built strong anticipation. The campaign boosted awareness and encouraged UGC as customers visited, tried the menu, and shared their experiences. This approach strengthened local brand positioning and fostered an engaged, loyal customer base.
