The client
Sate Babi Mamaku grills Balinese pork satay in Surabaya. The line under the name says exactly that and nothing more — sate babi Bali di Surabaya — because in this category the dish and the city are the whole proposition. What sits behind that one line is not simple: counters at Pasar Atom food court, at G-Walk Citraland and an Express outlet in Rungkut, stock carried at Chicco and Bu Kristin, a Tokopedia shop, the delivery apps, hampers at Imlek and Christmas, and a stall that travels to events.
That is the real problem to solve. A customer who wants satay tonight does not need persuading — they need to know which counter is nearest, whether it is open, and which number to message. A customer ordering forty boxes for an office or a wedding needs a different number entirely. Get that wrong and an order that was already won goes cold in an unread inbox.
What we did
So we treated the profile as a directory before treating it as a feed. The story highlights are the signage: one per outlet — Pasar Atom, G-Walk Citraland — plus opening hours, hampers, the CNY hampers season and the event stall. A first-time visitor finds the counter and the hours without scrolling a year of posts. Underneath it, the link splits ordering the way the business actually splits: one WhatsApp line for daily Surabaya orders with free delivery, a second for hampers, events, resellers, bulk and out-of-town, the Tokopedia shop beside them, and a complaints line that is not hidden.
Then the photography, because satay is sold by char and smoke. Still images flatten it, so the grill does the work on video — skewers over coals, the fat catching, the turn — and the stills carry the plate as it is actually handed over: five skewers, rice, kecap, baikut. The claim on the grid is set in the language customers use for it themselves, juicy, pedas, segar, manis, gurih, and the pictures are shot to earn it rather than to sit next to it.
The posting calendar is built from what the kitchen already sells rather than from a content theme: the two-person bundle that makes eating together cheaper than eating alone, the bring-your-own-meat-and-spices grilling service, catering for an event, shipping out of the city, hampers when the season turns. Every post ends where the business needs it to — a WhatsApp number, a counter, an hour. It is a pattern the team runs themselves, which was always the point.