Dickson Nasi Lemak: F&B Social Media in Singapore, from 185,000 to 620,000 Monthly Impressions

Dickson Nasi Lemak is a Singapore nasi lemak brand built around its ayam goreng berempah, with outlets, catering and a strong lunchtime office-worker following. Its customers decide where to eat on their phones, often within minutes of lunch, so being seen on Instagram and TikTok at the right moment is most of the marketing.

At the start of 2025 the brand's social accounts reached about 185,000 impressions a month, with 4,200 Instagram followers, 1,100 on TikTok and an average engagement rate of 2.8%. Posting was irregular, and short-form video drew about 45,000 views a month.

• A fixed posting rhythm. Five posts a week across Instagram and TikTok, scheduled for Singapore's peak lunch and late-afternoon browsing windows through Meta Business Suite and TikTok's planner.
• A reels engine. 120+ short videos across four pillars — cooking prep, customers unboxing and tasting, staff behind the scenes and promotions — each opening on a three-second visual hook such as the chicken's crunch or sambal being poured, paired with trending audio.
• Hyper-local reach. Location tags and local hashtags such as #SGFoodie and #TanjongPagarFood to reach nearby office workers on the explore pages.
• Community management. Daily story polls and quizzes, and every comment answered within 30 minutes during lunch hours.
• Content people save and share. Captions written to be sent to colleagues, and carousels with outlet hours, parking and holiday menus that people bookmark for later.
• A profile that converts visitors. A consistent visual grid, clear bio calls to action, and story highlights for the menu, outlets, catering and FAQs.