D’s Kitchen
A launch so powerful it had millions watching online and Birmingham lining the streets.
The Client
D’s Kitchen began as a simple Snapchat account, where founder D personally delivered soulful meals with a Somali twist to hungry customers across London. Word spread quickly, and soon the brand became renowned for its unique flavor combinations and community-first spirit. Today, D’s Kitchen operates two successful restaurants in Holloway and West Ealing — and has now expanded to Birmingham’s famous Ladypool Road, a hotspot for food culture.
Their mission? To serve high-quality, flavorful meals that fuse traditional Somali cuisine with modern fast food concepts — creating a dining experience you can’t find anywhere else.
The Challenge
When planning their Birmingham launch, D’s Kitchen wanted more than just an opening day. They wanted:
Buzz before launch — people talking, waiting, and begging for the opening.
A loyal new community — not just one-off customers.
Content that carried their story — authenticity, flavor, and hype.
Opening on Ladypool Road meant going head-to-head with some of the UK’s most loved food spots. We needed to cut through the noise and make D’s Kitchen the new destination.
Our Strategy
Centauri crafted a community-driven marketing campaign that put D’s Kitchen front and center across social media platforms.
Built anticipation before launch with TikTok and Instagram teasers.
Shared behind-the-scenes clips, food showcases, and story-led content highlighting D’s journey.
Created interactive content (polls, comments, reposts) that sparked conversations and FOMO.
Pushed local targeting to make sure Birmingham audiences were seeing — and talking about — the opening.
We weren’t just promoting food — we were telling the story of a London cult favorite expanding into a new city.
The Results
Within just one month, the Birmingham launch campaign achieved explosive growth:
Over 3 million views across TikTok and Instagram.
918,216 views on a single campaign video, with over 137,682 unique accounts reached.
2.2 million post views in total.
123,000+ likes, 6,372 comments, and 21,000 shares — proving the content was sparking real conversation.
122,000 profile views, turning casual scrollers into followers and customers.
And the real-world impact? On opening day, the hype was undeniable. The queue wasn’t just down the street — it stretched around the block. Locals had been waiting, watching, and craving for weeks. When doors finally opened, Birmingham turned up in full force.