Andrea's Eatery
Saket. Revamped launch. Creator-led discovery — without buying a single ad.
A new restaurant doesn't need followers. It needs a few of the right people seen there in the first month.
01 The Launch
Andrea's Eatery in Saket was reopening with a revamped concept — elevated dining, Asian-leaning menu, a new interior with the kind of warm wood and clock-wall that stays on Instagram.
The standard launch playbook is press release plus paid social. We argued for something different: let Delhi's food creators discover the restaurant on their own time, in their own voice, and build the launch arc out of their stories. Authority over reach. Trust over impressions.
02 The Curation
Built a hit-list of creators across food, lifestyle and luxury categories — not just the biggest accounts, but the ones whose audience overlapped with Andrea's actual target diner: 25–40, eating-out-as-experience, Delhi NCR.
Coordinated visits across two-week windows. Spaced them out — never two big creators on the same weekend. Hosted on arrival; comped the meal; suggested the dishes worth shooting (Korean Bao as the hero, dim-sum spread as the proof of range). No scripted captions. No paid disclosures.
03 The Content
Six creators visited within the launch window. Each posted to their own stories tagged @andreasdining. We captured every story, curated, and reposted to 98's grid as a single highlight reel — turning UGC into an owned brand asset.
04 The Playbook
If you're launching a restaurant, here's the system underneath the Andrea's case — replicable for any hospitality brand.
Hit-list (Week −2) · Identify 8–12 creators whose audience overlaps your target diner. Aim for 6 confirmed visits. Optimise for fit, not follower count.
Brief (Week −1) · One page. Restaurant story (the why), location, top 5 dishes to try, suggested visit window. No scripted captions. No paid disclosures.
Logistics (Launch week) · Spread visits across 14 days; never two creators on the same weekend. Host on arrival; comp the meal; offer a guided tour of the new space.
Capture (Live) · 98 attends 2–3 of the visits to capture B-roll for the agency repost. Creators handle their own posts in their own voice.
Repost (Week +1) · Stories repost same-week to the brand's grid; curated 1–2 weeks later into a permanent story highlight reel. UGC becomes an owned asset.
Track (Week +4) · Tag mentions, story reach, location-tag traffic, reservation lift. Most of the value isn't measurable in a single dashboard — it's in the *room being seen*.
05 The Receipts
The Andrea's launch highlight reel still sits on 98's Instagram three years later — a compounding asset rather than a one-time campaign. The dishes that ranked across creator posts (Korean Bao, dim-sum spread, the Asian-food range) are the ones that became signature on the menu.
The verified roster
@nanditamiglani@muskaanmakol@ishitanand@harnoor.kapoor@unnatimalik@thedemodakudi
Sourcing. This is the case record as published in Ninety-Eight’s archive; the same data renders the case file on the landing page, so the two cannot disagree. Reach is combined follower reach — the sum of the follower counts of the handles that posted — not impressions, not views.