Turning a Saturday queue into a weekly ritual
Tafel Bakehouse · Neighbourhood bakery group
Three bakeries, one Instagram account posting when someone remembered. We built a simple weekly rhythm of posts and stories that tells regulars what's fresh, and gives newcomers a reason to visit.
- Service
- Social media marketing
- Timeline
- 6-month retainer
- Deliverables
- Channel strategy and content calendar
- Weekly photography and short video
- Stories and reels
- Community management
- Monthly reporting
The brief
Tafel run three small bakeries with loyal regulars and a Saturday queue down the street. Their social media was an afterthought: beautiful bread, photographed badly, posted whenever someone had a minute.
They wanted more people to know what was on the shelf each morning, and a way to take pre-orders without another phone line.
What we did
We built the account around the bake schedule instead of a marketing calendar. Every day has a format: what’s fresh at 7am, the week’s special, and Saturday’s sourdough. Each story ends with an order link, so a post becomes a collection slot rather than just a like.
We shot a month of photography in each shop in one day, trained the front-of-house team to capture quick stories in the same style, and handled comments and messages so questions about allergens and wholesale never went unanswered.
The result
Regulars now check the stories before they leave home, more pre-orders arrive through Instagram than the phone, and café and restaurant owners have started asking about wholesale in the DMs.
Our regulars check the stories before they leave home. The Saturday queue now starts on Instagram.
Outcomes
- average weekly story views
- 3.4×
- of pre-orders via the Instagram link
- 41%
- new wholesale enquiries from DMs
- 9
Illustrative figures for a sample project.
| Period | Value |
|---|---|
| Mar | 1,2 |
| Apr | 1,3 |
| May | 1,2 |
| Jun | 2,4 |
| Jul | 3,3 |
| Aug | 4,1 |
