Sani’s Chicken

The Results

Centauri took an established account and engineered a massive breakout that dominated local digital feeds:

5 Million Views on the highest-performing campaign post.

300,000 Average Views maintained across all video content.

28% Engagement Rate: Achieving hyper-active community interaction that far exceeds industry standards.

The "Centauri Effect": Successfully transitioned Sani's from a local shop to a TikTok sensation with consistent, real-world foot traffic.

The Client

Sani’s Chicken is Birmingham’s premier "burger hut," famous for pioneering mouthwatering fried chicken burgers and melt-in-your-mouth smash burgers topped with their signature Hannibal sauce.

Their menu is defined by bold, addictive flavors, including the "Firecracker" spicy glaze, "Hawaiian" sweet chili, and smoky "Sticky BBQ." With a specialized focus on Loaded Boxes and a variety of custom fries (Cajun, Dynamite, and Creamy Pepper), Sani’s offers a high-energy, high-flavor dining experience.

The Challenge

Before Centauri’s takeover, Sani’s Chicken had a stable foundation but was experiencing stagnant reach.

The brand was doing "fine" but lacked the explosive growth needed to dominate the competitive Birmingham food scene. The challenge was to take an existing brand identity and evolve it—improving visual quality, increasing engagement, and ensuring the digital hype translated into a sustainable, long-term customer base.

Our Strategy

Centauri implemented an Evolutionary Growth approach:

Brand Evolution: Rather than discarding existing branding, we adapted and evolved Sani’s signature style. We refined the visual language to be cleaner, punchier, and more aligned with high-end digital aesthetics.

Sensory Visual Storytelling: We focused on high-texture, mouthwatering cinematography. By capturing the crispiness of the chicken and the melt of the smash burgers in high fidelity, we triggered immediate consumer cravings.

Algorithmic Consistency: We maintained a rigorous, data-backed posting schedule to ensure Sani’s remained at the top of the For You Page for Birmingham’s target audience.

Engagement Engineering: We leveraged the account's existing followers to spark new conversations, using the 28% engagement rate to turn passive viewers into active brand advocates who share, comment, and visit.

Conclusion

By combining filming techniques with a strategic understanding of viral mechanics, Centauri propelled Sani’s Chicken into a new tier of market dominance.

We proved that even an account that is just "fine" can be transformed into a viral powerhouse through consistency and precision-engineered content. Sani’s stands today as a prime example of how the right Execution Network can turn local hype into a city-wide legend.