Bab N Suul, Chinatown
The Focus
Korean kitchen & cocktail bar: Bab N Suul, Chinatown, a short walk from Leicester Square set out to ignite its digital presence and turn a lively social following into table bookings and event enquiries as the brand evolved online.
Positioned as a Seoul-inspired K-BBQ and cocktail destination, Bab N Suul pairs premium cuts from marinated bulgogi to A5 Wagyu ribeye with late-night service and a high-energy menu, designed for shared plates, grills-at-table, and good times. These late hours and the grill-table experience are core differentiators we leaned into across channels.
As part of their growth push, they wanted to reflect this vibrant place via social media and a new website to capture table bookings, which they were currently using a third party service which was affecting their margins.
Specifically our objective was to:
1. Logo Design & Brand
Uplift
2. Modernise their Social Channels
3. Build a Flagship Website for Bookings
The Strategy
Over the course of a 3 months, we prioritized the following:
Website Development
Creating a multi-functional website that handles their booking management, allows shareable content for blogs and What’s On guides, interactive menus, social media feeds, CTA focused elements to email, call or book for reservations.
By creating a website, we could also strengthen their visibility online with a flagship site with Google maps to highlight their destination amongst the busy streets of Soho. In addition, we redesigned their logo to create prominant branding to BnS, especially with the red ‘N’ and using the reds to symbolise the brand kit, provides consistency on the aesthetic throughout their other marketing activities.
Social Management
We developed a well-rounded organic social media strategy for Bab N Suul and streamlined their social channels, since there was a few duplicate pages leading to confusion with their audience. The marketing mix was designed to cover three core pillars: brand awareness, community engagement, and conversion-driven content.
For brand awareness, we focused on visually showcasing the diversity of the menu from the KBBQ grill, to the signature cocktails at the bar, focusing on their late night closing times, making it a social destination for anyone in Chinatow.
Community-driven content included favourite dishes and drink recommendations from the team, “meet the staff” features, and presenter style vox pops to highlight their special offers with drink promotions and What’s On events.. To drive bookings and visits, we created time-sensitive posts around limited availability, private dining opportunities, and promotional offers that directed users to the booking system via clear calls to action.
The Results
As a result of the implemented changes, our efforts achieved:
Avg Accounts Reached
Instagram Followers
Average Social Engagement
Monthly Restaurant Bookings
