Skip to content

Osmow’s Pilot Program Takes Flight

osmows-interior

Industry

Food

The Challenges

Scale Social proved its platform could drive engagement, moderate content, and target effectively. It launched localized campaigns to boost in-store traffic, built scalable systems for over 200 locations, and ensured seamless integration with Osmow’s existing tech, loyalty program, and mobile app.

The Approach

Scale Social launched a pilot program in two Florida locations: a mall food court and a university campus to test different engagement environments. Using a QR-powered system, customers were encouraged to share photos, videos, and reviews of their Osmow’s experience. Hyper-targeted digital campaigns were created to drive traffic to each location with measurable results.

100+
Projected Monthly UGC Uploads
82%
Hook Rate
4x
Average Watch Time
104%
YoY Sales Growth

"We're getting a four or five times clear return on ad spend. We're also getting brand awareness with it, which is just as big of a play."

Stephanie Putnam

Head of Marketing, Osmow's USA

osmows_special_social_20

Osmow’s is one of the fastest-growing Mediterranean chains in North America. Their franchise, fast-casual model is poised for major growth and brand fandom.

Scale Social launched a pilot program in a handful of Osmow’s Florida restaurants to demonstrate the power of targeted, user-generated content and AI-powered placements.

The Challenges

Scale Social was challenged to prove its platform could drive engagement, moderate content, and target effectively in historically competitive settings like a mall food court and university campus, then launch localized campaigns that would convert digital engagement into measurable in-store traffic and sales growth. Building scalable systems and processes that could efficiently expand from pilot locations to Osmow's entire network of over 200 restaurants was essential. Osmow's already had a reliable tech stack, so seamless alignment with their existing technology, loyalty program, and mobile app was imperative.

 

Early Results
The First 3 Months 


Customers created 87 authentic content pieces within the first 30 days, with uploads nearly doubling on a week-over-week basis. This volume would typically require highly paid influencer partnerships or a production team, which can reduce organic trust.

The Approach

Pilot Program Design

Scale Social launched a 3-month pilot where we strategically selected two distinctive Florida locations to test different engagement environments: a competitive mall food court and a busy university campus.

QR-Powered Content Collection

The intuitive QR-based system encouraged customers to share their Osmow’s experience. This meant images and videos of food and facilities, taste tests, and reviews.

Location-Specific Campaigns

We crafted hyper-targeted digital campaigns designed to drive traffic to specific Osmow’s locations with measurable attribution.

Planning to Scale
Future Opportunities 

Student Specials Campaign

Launching targeted promotions for the FIU campus and nearby student populations.

National Shawarma Day

Planning timely, comprehensive campaign for the October holiday.

Full Network Rollout

Expanding from pilot to all U.S. locations (~8) with discussions underway for Canada-wide implementation (~200 locations).

Mobile App & Loyalty Strategy Integration

In a collaborative discussion.

Partner With Scale Social

Book a Demo