Lebanon's original Doner, reimagined for a young Beirut audience.
Professional Launch + Execution Plan
Kaco Hamra Experience
A complete launch and growth system for Hamra and Beirut: scan, play, eat, share, review, and return.
Scan
Play
Eat
Share
Repeat
Executive idea
Kaco is not only food. Kaco is a game, a character, a memory, and a Beirut experience.
Hamra should launch as the Kaco Experience Store: a place where people try the original Doner, play for rewards, see themselves as Kaco characters, post content, and join Asli Rewards.
Gen Z, university students, young workers, nightlife visitors, creators, and delivery users around Hamra and Ras Beirut.
Turn opening traffic into repeat sales through loyalty, CRM, Google reviews, retargeting, and strong in-store staff scripts.
Ad to QR, QR to branch visit, branch visit to game, game to reward, AI photo to social share, social share to new customers.
Launch architecture
Campaign ecosystem
Teaser, short-form food content, street visuals, micro-creators, student ambassadors, and opening countdown.
Scratch voucher, delivery ads, opening offer, WhatsApp click-to-order, and branch footfall drivers.
Cashier game, AI photo screen, Asli moments, daily winners, and visible reward board.
Asli Rewards, Google review engine, retargeting, CRM segments, and monthly item drops.
Budget split before opening
40% awareness, 25% scratch lead generation, 20% conversion/order ads, 15% retargeting.
Budget split after opening
25% awareness, 25% conversion, 30% retargeting, 20% loyalty and repeat customer campaigns.
Campaign system
Eight campaign engines
Each campaign has a clear role, in-store execution, content output, and KPI dashboard. Discounts are controlled; experience and repeat visits do the heavy lifting.
Lead generation
Online Scratch Voucher
Customer clicks an ad or scans a QR, enters name and phone, scratches digitally, and receives a limited-time reward.
MechanicOne play per phone per day/week, voucher valid for 48 hours, redeemable in Hamra or delivery zone.
Rewards5%, free ayran, fries upgrade, rakakat, 10%, 20%, rare 50%, daily/weekly meal winner.
AssetsLanding page, coupon codes, cashier validation screen, QR posters, WhatsApp confirmation.
KPIsScratch plays, cost per lead, redemption rate, first visits, second visits after reward.
In-store activation
Cashier Instant Game
After ordering, customers play a short game on a tablet or screen: Spin the Skewer, Catch Asli, or Kaco Flip.
MechanicOrder number activates one play. Reward appears on cashier dashboard or receipt.
Reward controlMostly low-cost add-ons: sauce, fries upgrade, drink, rakakat, double points, next-visit discount.
Staff scriptToday you can play and win after your order. Order. Play. Win. Tekram ya Asli.
KPIsGame plays per orders, reward cost, customer reactions, repeat visit from next-visit rewards.
UGC engine
AI Kaco Chef Photo Experience
Customers scan, take a selfie, become a Kaco chef, waiter, Doner master, or Asli assistant, then see the image on the in-store TV.
SetupSelfie QR, branded wall, ring light, TV display, moderation queue, consent checkbox.
SharingDownload image, tag Kaco, use #KacoHamra #TekramYaAsli #BecomeKaco.
CompetitionBest AI photo of the week wins a meal for two and gets featured on the page.
KPIsScans, generated photos, shares, tagged posts, incremental visits from UGC.
Pre-opening
Hamra Teaser Campaign
A 14 to 21 day countdown built around: Asli is coming to Hamra.
Phase 1Mystery: Doner fire, Asli shadow, close-ups, construction wall, Hamra street hints.
Phase 2Reveal: location, map, team prep, inside look, opening date, scratch waitlist.
Phase 3Countdown: giveaway, Durum reveal, influencer previews, opening tomorrow reminder.
KPIsReach, video views, profile visits, waitlist signups, opening intent clicks.
Launch event
Hamra Opening Week
Launch the branch as a seven-day experience, with a different reason to visit every day.
Daily themesFirst 100, cashier game, AI photo, student day, bring-a-friend, Durum tasting, Asli surprise.
ContentOpening reel, reactions, staff prep, first bites, AI compilation, influencer reactions.
TrustPush Google reviews from day one using receipt QR and staff reminder.
KPIsFootfall, order count, average ticket, reviews, loyalty signups, repeat visits in 14 days.
Product drop
The Durum Drop
Treat Durum like a product launch, not a menu update.
AnglesWrap fold, sauce pour, inside cut reveal, first bite, student lunch, late-night hunger.
OfferDurum combo, Durum tasting week, buy Durum and unlock game reward, double points for seven days.
Next itemsLoaded Doner fries, Kaco Box, student bowl, spicy Durum, cheese Durum, combo for two.
KPIsDurum sales, combo AOV, repeat purchase, saves, delivery orders.
Menu boost
Kaco Classics
Do not call them old items. Make them the originals that built the name.
Weekly heroesChicken Doner, beef Doner, Kumpir, Persian plate, crispy, shawarma, full option.
Formula1 emotional reel, 1 food reel, 1 reaction, 1 offer story, 1 delivery push, 1 prep video.
MessageKaco Originals. The items that built the name. Since 2012, still hits different.
KPIsClassic item sales, delivery sales, saves, repeat orders, comments asking for items.
Retention
Asli Rewards
A loyalty system that moves Kaco away from discount-only marketing and builds repeat customer behavior.
TiersOrange entry, Fairuzi after five orders, Asli VIP after twelve orders.
RewardsFree sauce, fries upgrade, drink, rakakat, birthday meal, double points, tasting invite.
CRMVoucher expires tonight. You are two orders away from VIP. Double points today at Hamra.
KPIsSignups, points issued, points redeemed, second visit rate, lost customer recovery.
Recommendations
Extra ideas to strengthen the launch
Recruit 10 to 20 students from nearby universities. Give each a code, meal benefits, and monthly leaderboard.
Push Durum, Kaco Box, loaded fries, and combo for two after 10 PM if operations can support it.
Goal: 100 Google reviews in 30 days and 300 in 90 days. Use receipt QR and staff reminder.
Mini bites near the branch with a card that sends people to the scratch voucher.
Use food bloggers, student creators, street interview pages, lifestyle creators, and late-night pages.
Run zone-based ads for Beirut areas around Hamra and retarget scratch players who did not visit.
Create a small limited item or sauce every month for Asli Rewards members.
Build nearby office bundles with fixed delivery slots and group order incentives.
Execution
90-day rollout
Build scratch page, QR codes, cashier game, AI photo system, loyalty setup, influencer list, student ambassador list, branch shoot, Google Business Profile, pixels, CRM tags.
Daily teasers, Asli is coming to Hamra, construction content, food close-ups, waitlist, reach ads, engagement ads.
Location reveal, opening date, giveaway, countdown, Durum preview, influencer tasting, scratch voucher push.
Daily activations, content capture, Google review push, first 100 reward, student day, AI challenge, Durum tasting.
Retarget visitors, loyalty signups, delivery ads, Kaco Classics, Durum conversion, WhatsApp CRM follow-ups.
Campus Crew, late-night push, monthly Asli challenge, secret drop, office packs, review milestone campaign.
Content
Weekly posting system
- 3 reels, 2 carousel posts, daily stories.
- 2 UGC reposts, 1 influencer repost, 1 offer reminder.
- 1 behind-the-scenes prep video.
- One Kaco Classic hero item every week.
- One branch experience reel every week: scratch, game, AI, Asli, or review.
In-store
Branch checklist
- QR codes on tables, cashier, receipts, and packaging.
- TV screen for AI photos and winner board.
- Game tablet, review QR, loyalty QR, Asli standee.
- Staff trained to explain play, photo, and rewards.
- Daily shift checklist for activations and review requests.
KPI
Dashboard
- Reach, video views, profile visits, influencer views.
- Scratch plays, game plays, AI photo scans, UGC posts.
- Orders, AOV, voucher redemption, delivery sales.
- Loyalty signups, second visits, lost customer recovery.
- Google reviews, average rating, complaints, delivery time.
Control system
Risks and rules
Keep most rewards low-cost. Make 50% and free meal rewards rare and time-limited.
Do not launch all mechanics without staff training. Each shift needs one activation owner.
AI photo uploads need consent, moderation, and an image deletion option.
Food photos must stay appetizing and clean. Avoid messy discount-only communication.
Tag every lead by source: scratch, delivery, dine-in, student, creator, loyalty, review.
Ask for honest reviews, not fake reviews. Respond to complaints quickly and publicly.
The winning formula
Food quality + Gen Z interaction + Asli character + AI photo + rewards + Hamra street energy + loyalty system.
Discounts bring people once. Games, loyalty, content, and experience bring people back.