Burger & Wok
How Birmingham’s first smash burger and wok noodle spot launched with queues around the block.
The Client
Burger & Wok is a fresh and exciting takeaway concept, offering the perfect blend of juicy, customizable smash burgers and flavorful wok-tossed Asian dishes. Adding to the experience, they serve boba tea and matcha under the same roof — making them the first in Birmingham to bring these four street food favorites together.
Conveniently located just two minutes from Star City, Burger & Wok is designed to be a go-to spot for quick, satisfying meals on the move, without compromising on flavor or creativity.
The Challenge
With only 10 days to go before their grand opening, Burger & Wok needed to:
Build awareness for a brand-new food concept in a competitive area.
Generate excitement and anticipation for launch day.
Drive foot traffic from the very first moment they opened their doors.
Launching a completely new brand in such a short time meant there was no room for error. We had to create instant recognition and curiosity across Birmingham.
Our Strategy
Centauri developed a strategic pre-launch campaign focused on creating hype and visibility:
Launched short-form content across TikTok and Instagram showcasing the unique menu mix: smash burgers, wok noodles, boba, and matcha.
Positioned Burger & Wok as something never-before-seen in Birmingham, tapping into the FOMO effect.
Targeted local audiences around Birmingham and Star City to ensure visibility where it mattered most.
Designed content to be scroll-stopping — mixing food close-ups, chef action shots, and teaser clips to spark shares and comments.
The Results
The campaign exploded online and translated directly into real-world buzz:
400,000+ impressions across social media in just 10 days.
50,909 views on a single campaign video.
23,000+ accounts reached, with an engagement rate over 70%.
374K total post views, 567 comments, and 5,980 shares across content.
A surge of 20,000+ profile views, turning online visibility into brand discovery.
And on launch day? The impact was undeniable. A queue of more than 150 hungry customers formed outside the shop, with some arriving over an hour before opening. The online anticipation turned into real-world demand, making the launch a massive success.
Why It Worked
Unique positioning. Being the first in Birmingham to combine burgers, wok noodles, boba, and matcha gave us a bold hook.
Local targeting. By focusing content around Birmingham and Star City, we reached exactly the audience most likely to visit.
Speed and precision. With only 10 days, we executed a fast, high-impact strategy that made every post count.
Engaging storytelling. Content highlighted not just the food, but the experience of something new and different.
Conclusion
In just 10 days, Centauri transformed Burger & Wok from an unknown brand into one of Birmingham’s most talked-about new food spots. The combination of a unique food concept, a clear social media strategy, and content designed to spark conversation resulted in viral engagement and queues down the street.
This launch proves that with the right approach, even in under two weeks, a new brand can go from zero to unforgettable.