Captain Shrimp - From Local QSR to Gen Z Food Trend
Kerplunk Media | Food & Beverage Growth Story
1. The Challenge (Before Us)
Zero brand presence – no positioning, no awareness.
Crowded QSR market → fried chicken & seafood everywhere.
Target audience (Gen Z + young families) saw it as “just another fast-food outlet.”
No digital footprint, no recall, no strong delivery sales.
Low walk-ins due to lack of identity & cluttered competition.
2.Our Strategy (The Kerplunk Way)
Branded Captain Shrimp as “Chicken & Seafood QSR – Catch ’Em Yumm”.
Created Gen Z–first brand identity → bold visuals, playful tone, and a fun tagline.
Built strong menu pillars (All-time Favourites, Exotic Burgers, Rice Bowls, Captain Specials).
3. The Results (Conversions That Count)
Within 12 months → Captain Shrimp became a top recall QSR in its city
Social media community grew 10x in engagement (shares, saves, reels).
Online delivery sales grew by 3.5X in 6 months.
Footfall surged → Weekends packed with Gen Z & young families.
Revenue scaled to multi-lakh monthly sales, with repeat orders forming 60%+.
5. Kerplunk Takeaway
In F&B, branding + Gen Z relatability = more than ads → it becomes a lifestyle.
Social media visuals that look “scroll-worthy” drive conversions.
Consistency across delivery platforms, offline, and social media builds trust → repeat orders.
