Pappa Flock goes on TikTok to create buzz
It recently opened its seventh store in NSW and will open another in Queensland by year-end.
Home of chicken tenders Pappa Flock is betting on the buzz it creates on social media like TikTok to boost sales, amidst a bitter price war amongst more established quick-service restaurants (QSR) in Australia.
The brand’s TikTok page is filled with behind-the-scenes clips and menu content, making it the centre of its marketing play.
“We encourage creativity with our menu items and encourage them to be shared via socials like TikTok,” Rachel Korbel, chief marketing officer at Pappa Flock, told QSR Media.
The strategy seems to be paying off. When “The Voice” stars Yorke Heath and Jenna Hudson hosted their engagement party at a Pappa Flock branch, it sparked an online buzz.
“What we’ve learned along the way? Never underestimate TikTok,” Korbel said. “The QSR space has definitely been impacted by the viral nature of American cult chains and their trending popularity on social media.”
Pappa Flock is also engaged in the local art scene. Each new store features custom murals by Central Coast artist Brent Smith.
“Ensuring each store has visual storytelling differentiates Pappa Flock from other QSR brands and reinforces our commitment to being not just a place to eat but a place to experience,” Korbel said.
“Elevating the customer experience by engaging artists, for example, makes each visit to Pappa Flock shareable and encourages customers to return and share on social media,” she added.
Pappa Flock has seven branches in New South Wales (NSW), having opened the last one at Rouse Hill on 17 April.
With a space for 52 diners, the branch encourages sit-down meals and social connection. “It was selected for its ability to reach families, foodies, and locals looking to connect over a satisfying meal in-store or enjoy a snack on the go,” Korbel said.
The brand is setting its sights on Queensland. “We do have ambitions beyond New South Wales, and we will be opening in Queensland later this year.”
International expansion is not yet in the cards. “We are currently focused on our NSW expansion,” Korbel said.
Despite inflation and cost-of-living concerns, Korbel is optimistic about consumer behaviour. “Australian consumers are willing to spend on quality, flavour, brand personality, and connection.”
She added that by positioning Pappa Flock between a QSR and a fast-casual chain, they can offer an authentic dining experience.
“We have the fundamentals of a QSR — orders are received swiftly, and we offer great value with generous portion sizes and menu options under $5,” she said. “However, we also offer consumers quality produce.”
