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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)

  Step 1 – Identify & Positioning  

  • 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)


  Step 2 – Digital Launch & Growth  

Social Media:

  • → Fun, meme-style, relatable posts (“Late-night rice bowl cravings”).


  • → Bold, punchy visuals with orange/blue streetwear vibe (fixed theme).

  • → CTAs like “Catch ’Em Yumm” became viral recall lines.


  • Influencer Campaigns: Partnered with local Gen Z foodies → reels drove organic buzz.


  • Performance Marketing: Targeted ads on Swiggy, Zomato, Insta → conversionfocused creatives (“Chettinad Rice Bowl @ ₹199 today”).


  Step 3 – Onground Delivery Push

  • Swiggy/Zomato SEO: Optimized menu for top search terms (shrimp, chicken, rice bowl).


  • Posters & Store Marketing: Street-culture inspired designs → selfie-worthy store vibes


  • Offer Campaigns: “Buy 1 Get 1 Shrimp Burger” + “Free Fish & Chips above ₹399” → spiked trial orders.



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%+.


4. Client Testimonial


We started as a baby brand with just an idea. Kerplunk Media didn’t just market us—they built Captain Shrimp’s identity from scratch. Today, people know us for our vibe, our food, and our tagline ‘Catch ’Em Yumm.’ That’s the power of branding + performance.



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.

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