Umami Telford
Umami World Kitchen, an all-you-can-eat world buffet, approached Dash Agency to support the launch of their new site in Telford’s Southwater.
With a broad and highly competitive offering, spanning Thai street food, Italian classics, and a traditional carvery, the ambition was to establish Umami as the go-to dining destination in the region from day one.
Following a competitive pitch process, Dash was selected to lead the launch.
Industry
Services
DETAILS
With just four weeks from initial briefing to launch, the focus was on building momentum quickly and turning awareness into immediate footfall.
We developed a fully integrated launch strategy designed to create both anticipation and impact. This combined pre-launch hype, high-visibility advertising, and on-the-ground activation, all aligned around a single goal: make Umami impossible to ignore.
From the earliest teaser moments through to opening weekend, every touchpoint was planned to build energy, drive conversation, and convert attention into visits.
Results
+34.19% increase in Facebook followers
+198.30% increase in Facebook fans
+2,026.72% increase in Facebook impressions
+1,996.85% increase in organic post impressions
+812.26% increase in Instagram profile views
+1,072.00% increase in Instagram impressions
+2,218.30% increase in Instagram reach
Beyond the metrics, the launch delivered immediate real-world impact, with strong opening footfall, high engagement, and sustained local buzz.
Launch Campaign
Speed and coordination were critical. Within four weeks, we planned and executed a full launch campaign, from initial concept through to delivery. This included pre-launch build-up, large-format advertising, digital campaigns, and a structured content rollout designed to keep Umami front of mind.
Content & Social
Content played a central role in shaping perception and driving demand. We focused on showcasing the scale, variety, and energy of the offering, positioning Umami as an experience rather than simply a place to eat. This approach drove significant growth across both Facebook and Instagram, with sharp increases in reach, impressions, and engagement.
PR & Influencer Activation
To amplify the launch, we delivered a coordinated PR and influencer strategy. A dedicated press night and influencer pre-launch weekend created early advocacy, generating high-quality content and word-of-mouth ahead of opening. This was supported by targeted media coverage to reinforce credibility and extend reach.
Umami launched with impact, quickly establishing itself as a high-profile dining destination in Telford.
By combining speed, structure, and a clear strategic focus, we generated both immediate footfall and long-term brand awareness, turning a new opening into a standout arrival in a competitive market.
