GoKawiilOne photo of a croissant changed everything. Here’s how a London restaurant turned a scrappy content habit into a customer pipeline.
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Key Takeaways The team behind a popular restaurant in London cracked the code for authentic content sharing and built a massive audience.
The restaurant creators never set out to become YouTube stars. It just happened.
Their philosophy for anyone trying to make it on YouTube is to keep it scrappy and authentic. Make your restaurant the main character.
Some restaurants use YouTube to market their business, and some use it to help build one.
Inside Fallow in London, the restaurant is buzzing with customers. On social media, it’s even busier.
When Will Murray and his business partner, Jack Croft, started posting videos years back as a way to bring attention to their restaurant. Little did they know, they would eventually become YouTubers.
“If you can craft a narrative and you can create long-form content that people really engage with, they are the type of people that are gonna come and eat at your restaurant,” Murray says.
The strategy paid off massively for the restaurant. Murray says they started making content four years ago, their social media grew 333%, and the combined platforms now generate between 85 million and 110 million views a month. The main driver behind why they started posting was to give people a window into the business.
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