"Honestly, it’s our first time doing [social media]. I was skeptical,
but the number show up! We love
[Reach Media]’s work… they always put in the best for us."
- Chery D.
Big Wok Chinese Fast Food
BIG WOK CHINESE
FAST FOOD
A Social Media Case Study For Restaurants
How we grew Big Wok from 0 to 8,000 TikTok followers and 8M+ organic views.
Big Wok is a family-run Chinese American restaurant with decades of neighborhood history but no social media presence. We partnered with the team to build their TikTok and Instagram from scratch — turning Mama Susan, the matriarch behind the wok, into an on-camera personality with a rock-and-roll edge. The result: millions of organic views, a loyal following, and new customers walking in specifically because they saw her online.
The Challenge
Big Wok had the food, the history, and the family story — but zero social media footprint. They wanted to bring in more customers and didn't know where to start. They trusted Reach Media to make it happen.
Our Solution
We build comprehensive social media programs for restaurants — strategy, content creation, posting, and community management. For Big Wok, the unlock was identifying a personality the camera already loved.
Strategy
We focused Big Wok's content around three pillars:
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Mama Susan as the face of the brand — a rock-and-roll wok cook with a distinct point of view
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Unbeatable prices that set Big Wok apart from other Chinese American spots
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The orange chicken — their signature dish and the hook that pulls new customers in
Content Strategy
Big Wok posted on TikTok, Instagram, YouTube, and Facebook:
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3 Reels/videos per week
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Daily stories
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On-camera segments featuring Mama Susan
The goal was consistency and character. Viewers came for the food and stayed for her.
Results that matter
Starting from zero, our content program delivered category-defining numbers for a single-location family restaurant.
Additional Performance Metrics
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0 -> 8,000+ TikTok Followers
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8M+ Organic Views
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Before partnering with us, Big Wok's strongest sales months set the ceiling for what the restaurant could do. After building their social presence, their slowest months now outperform what used to be their peaks — a complete reset of the business's baseline.
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Ongoing Partnership
Based on the exceptional results, Big Wok Chinese Fastfood has committed to continuing our services. We constantly iterate on our content strategy to keep up with trends and business needs.
