QSR brands use TikTok to drive visibility and customer engagement
Other key growth drivers are strong operations and engaged staff.
Quick-service restaurant (QSR) brands are increasingly using TikTok as marketing and engagement tools, with several operators reporting strong results from organic social media activity.
At the QSR Media Conference & Awards 2025 Powered by Red Bull, Pappa Flock chief marketing officer Rachel Korbel said the brand’s videos have generated over 30 million views across TikTok and Instagram, supporting its expansion to 11 locations in Sydney and Brisbane within its first year.
Korbel added that the brand leaned into “the viral nature and hype of American cult chains” to create a sense of familiarity for customers whilst maintaining a clear distinction for its Australian counterpart. “They could connect to it, they could understand what we were offering.”
Meanwhile, YO-CHi brand director Oliver Allis said that TikTok has become central to its marketing strategy, rewarding store-level teams for producing high-performing content.
“The more views the video gets, the more money a person earns,” Allis said. “We actually give $3,000 if they reach a million views.”
Allis noted that the chain’s focus in recent years has been on cultural relevance rather than direct sales. “When we took on Yo-Chi five or six years ago, it was all about how we could make the brand relevant again.
“It was nothing about sales—it was about guest service, making a third space, and levelling up our designs,” he added.
Operational focus
Whilst social media has boosted visibility, other panellists cited maintaining operational standards and staff engagement as key factors for long-term growth.
Charlie Hachem, co-founder of Piccolo Me, said the café chain—now operating around 45 stores and recently expanding into Lebanon through a joint venture—plans to reach 100 locations by 2027 whilst keeping its “people-first” culture.
Piccolomi founder Charlie said the café chain—now operating 45 stores and recently expanding into Lebanon—plans to reach 100 stores by 2027 while keeping its “people-first” culture.
Reflecting on early marketing efforts, Hachem said the company initially relied on viral campaigns but later shifted toward more sustainable growth. “It was very hard to stay viral and trending, so we abandoned that and focused on good quality, value, service, and speed.”
He added that whilst the brand continues to invest in technology, its focus remains on people.
“A barista is like your hairdresser—they know everything about you. But if someone wants to be at home and order through Instagram, we want to let that happen,” Hachem said.
Brand differentiation
Tokyo Taco co-founder Jordan Hajek said the Japanese–Mexican fusion brand, which opened in Newtown four years ago, was built with minimal resources and a strong focus on product differentiation.
“One of our biggest hurdles at the beginning was getting people to try our product,” Hajek said. “In the first two years, we spent about $150 on marketing because we had no money.”
The brand currently operates two stores and a mobile unit. “We’ve primarily grown out of cash flow, happy customers, and repeat business.”
As the restaurant plans to expand further, Hajek said the priority is building a stable base before scaling. “We’re actively bringing people on as we speak—to grow our team and supply chain, to get the foundation right before we push the button and grow more next year.”
