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Eggholic: 27.24% more online sales in 8 months, by marketing to the craving

The shiftAspiration-led influencer posts→Craving-led, city-tuned nudges

Eggholic dishes laid out on a table, from the brand book
The impact
27.24%uplift in online sales in 8 months
$465Kin website sales in 2025
3×engagement, from 2.1% to 6.8%
220Knew users to the website

The story in four moves

Client inputMy work
  1. Client input · 01 They came with

    29 locations, a strong product and influencer-led content buying reach. Reach was growing faster than orders.

  2. 02 I found

    People order food on a craving and follow their own circle. Craving beats aspiration, micro-communities beat celebrities, and authenticity earns the share.

  3. 03 I built

    A behavioural growth plan run across Meta, Google, SEO and analytics: yolk-pour creative, city-tuned nudges, and live POS, footfall and web dashboards.

  4. 04 It changed

    Online sales rose 27.24% in 8 months and website sales reached $465K in 2025. Engagement more than tripled and customers started posting for us.

My part

I led Eggholic’s growth across 29 locations: the insight, the creative direction, the channels and the measurement.

Across 4 brand areas
Led3areas end to end
Shaped1my direction, built with others
Supported0I contributed
01Consumer KnowledgeLed

People order on a craving, and they follow their own circle.

I built the strategy on three behaviours: craving beats aspiration at mealtime, micro-communities create FOMO faster than celebrities, and authenticity earns the share.

Cravingbeats aspiration at mealtimeMicro-communitiesFOMO from their own circleAuthenticityearns the shareTheorderwhat every campaign aimed at
Three behaviours, one order
02Brand StoryLed

Yolk-pour close-ups beat lifestyle shots.

I moved the creative from influencer lifestyle to the food itself: yolk pours, sizzle and real guests. Customers began posting as micro-influencers, and organic shares doubled.

Two people sharing a meal at Eggholic
A table that always has room, from the launch film
03Purchase MomentShaped

Every city got its own reason to come in today.

I tuned nudges to each market, family specials in Schaumburg and an opening-day push in Elburn, and pointed campaigns straight at ordering, backed by an SEO and alt-text audit across eggholic.com.

Influencer reachattention that fades27.24% more online salesCraving creativeCity nudgesLive dashboards
From reach to orders
04Strategy and OperationsLed

One system, read every day.

I ran Meta Ads, Google Ads, SEO and analytics as one engine, with real-time POS, footfall and web dashboards. It delivered 6.2M reach, 15.1M impressions, 9,050 store visits, traffic up 7.93% and 220K new users.

My map on this project

Everything it took to grow this brand, and where I stood.

Led end to endShaped my direction, built with othersSupported I contributed, others owned it
In association withZerologicBuilt at Zerologic, the brand strategy and execution studio where I lead as CMO, with its team of visual designers, UI designers and copywriters.
Brand PromiseOutside this brief Brand StoryLed Visual Identity DirectionOutside this brief Consumer KnowledgeLed Brand HeartOutside this brief Consumer ExperienceOutside this brief Strategy and OperationsLed Brand CultureOutside this brief Purchase MomentShaped
Next case · No. 06EDIT: a sports brand built on effort, the one thing every athlete shares