Lukumades Dubai

1. The Challenge

• A beloved Greek donut brand with strong in-store word-of-mouth but almost no digital footprint to match it
• Inconsistent social media presence — sporadic posting with no content strategy, low engagement, and a feed that didn't reflect the brand's energy
• No online ordering funnel: customers had no easy way to order ahead or find their nearest Lukumades location
• Franchise growth aspirations required a polished, professional online presence that could attract serious franchise partners alongside customers

2. Our Strategy

We approached Lukumades as a brand-first project. The product is inherently visual — golden, glazed Greek loukoumades with creative toppings deserve to be seen. We built a content-led social media strategy around craveable food photography and short-form video, paired with a new website that served both customers (online ordering, location finder) and prospective franchise partners (enquiry flow, brand story). Meta ads then amplified the best-performing organic content to cold audiences across Dubai.

3. Execution

Designed and launched a new Lukumades.ae website with a full menu showcase, location pages for each outlet, an online ordering integration, and a dedicated franchising enquiry section. Built a monthly social media content calendar across Instagram and TikTok with original food photography, behind-the-scenes reels, and seasonal campaign content. Launched Meta ads targeting Dubai residents aged 18–40 within proximity of their locations, using video and carousel formats showcasing signature products. Retargeting campaigns re-engaged website visitors and Instagram profile visitors with offer-led creative to drive in-store and online orders.