At Adel's

2026 — Ongoing

Food & Beverage South Perth, WA Social Media Content Strategy On-Site Creative Direction Photo & Video Post Production Scheduling & Captions

At Adel's is a family-run restaurant serving a mix of home-style cuisines, halal throughout. For years, that was enough. In Pinjarra, everyone already knew the name, the family behind it, and the food coming out of the kitchen — the kind of trust a small town builds on its own, without much marketing at all.

Relocating to South Perth changed that overnight. The food and the care behind it hadn't changed. The audience in front of it had.

Strategy

Familiarity doesn't move with you

A city runs on more competition and less patience than a town the size of Pinjarra ever asked for. At Adel's had to introduce itself to Perth from scratch rather than lean on a reputation the new audience had never had the chance to build.

The strategy came down to three things a new audience needed to see before they'd consider walking in: that the food is home-made, that the menu spans more than one cuisine, and that it's halal throughout. None of it could be assumed the way it had been.

So it got shown — plainly and repeatedly, from enough angles that a Perth audience could start to recognise the name rather than encounter it once and scroll on.

Content

Home-made, not styled

Content stayed close to the kitchen itself — dish close-ups to sell the food, fresh pizza and bread coming straight out of the oven, and staff on camera for the warmth a name alone can't carry.

None of it was styled to look like a typical city restaurant account chasing polish. The intent was the opposite: bring the same home-made, cosy feeling that defined At Adel's in Pinjarra into a market that had never experienced it, and let that feeling do the introducing.

Before

After

Where the old audience needed no convincing, the new one needed the full picture. Content built that picture through the chef's own background, the range across cuisines on the menu, and the halal offering — each shown plainly rather than assumed the way they once could be.

Reels

Six reels, one introduction

A sample of the content that carried At Adel's into a new market — reels and stills three to four times a week, the same story told from enough angles to stick.

Gallery

Stills from the system

The same visual language, applied across stills — for feed posts, highlight covers, and anything that needs to sit next to the reels and still feel like one brand.

The System

The rhythm that replaces word of mouth

Consistency did as much work as the content itself. Posting three to four times a week for three straight months gave At Adel's a rhythm a new market could start to expect and recognise — the kind of steady presence that replaces the familiarity a small town gives a business for free. Every post added to the same picture: home-made, varied, halal, and run by a family who'd brought their kitchen with them.

Outcomes

A city that found them

124k

Views in the first 90 days

3–4×

Posts per week, sustained for three months

124,000 views in 90 days — a Perth audience finding a Pinjarra restaurant that had only just become a South Perth one. For a business three months into a new city, that's reach it hadn't earned yet anywhere else: an audience that didn't know the name at the start of the campaign, encountering it on its own terms by the end.

What's next

At Adel's is now working with IRO on a rebrand, ahead of a new business model — the next chapter for a family kitchen that's already proven it can find an audience in a city it had barely introduced itself to.