PappaRoti UAE
The homegrown-favourite café brand built around its signature caramel-glazed coffee bun — paired with specialty coffee and desserts, served across premium UAE mall locations.
SOCIAL MEDIA CASE STUDY
PappaRoti UAE
Turning a quiet, underused account into a demand engine — through community management, content, and paid social.
Managed by CirQl Media
The Client
PappaRoti UAE
The homegrown-favourite café brand built around its signature caramel-glazed coffee bun — paired with specialty coffee and desserts, served across premium UAE mall locations.
Category
Multi-location café / F&B
Market
United Arab Emirates
The Gap
A loved in-store brand that wasn’t yet winning online
The Challenge
A trusted brand with an underused social presence.
Flat reach
Roughly 382K accounts reached across ~16 months — modest for a brand this recognisable.
Near-silent engagement
Just 1.9K content interactions. Posts were being seen, not felt or shared.
Slow to respond
A 23.4% response rate and ~12-hour reply time on customer messages.
Missed conversations
A backlog of unanswered DMs and collab requests — demand slipping through.
The Approach
One operator across the full funnel — first comment to conversion.
Community Management
Daily bilingual (EN / AR) replies, recovered missed DMs, and far faster response times.
Content & Creative
High-reach reels, product hero shots, and staff + storefront storytelling on brand.
Paid Social
Media buying to scale reach and clicks — while keeping organic performance healthy.
Performance Overview
The headline: reach nearly 4× — in a quarter of the time.
Meta Business Suite — same account, two windows.
Results
Before → After
Reach
382.4K → 1.5M
3.9× vs beforeFacebook + Instagram accounts reached.
Interactions
1.9K → 45.1K
24× vs beforeInstagram content interactions — likes, comments, saves & shares.
Link clicks
9.5K → 33.9K
3.6× vs beforeClicks driving traffic to order, locate and explore PappaRoti.
New followers
1.4K → 3.3K
+246% vs beforeNet new Instagram followers gained within each window.
Community Management
Before & After
Before
Demand was slipping through the cracks.
Blogger collabs, influencer outreach and customer DMs sat in message requests — many unopened for weeks, some for over a year.
After
Fast, bilingual, always-on replies.
Every message answered like a customer at the counter — in Arabic and English, usually the same day.
Top Performing Content
One reel. 1.2M plays. 583K reached.
A single 7-second reel outperformed the entire prior period — proof that the right creative travels far beyond the follower base.
1.2M
Plays
583,760
Accounts reached
1.8K
Shares
411
Saves
4,385
Interactions
605
Profile actions
Content in Action
Elevated, bilingual, always-on content.
Signature product hero shots · desserts & coffee craft · storefront & team storytelling — in Arabic and English.
The Outcome
3.5 months. Every core metric up.
3.9×
Reach
382.4K → 1.5M
24×
Engagement
1.9K → 45.1K
3.6×
Link clicks
9.5K → 33.9K
+246%
New followers
1.4K → 3.3K
+148%
Response rate
23.4% → 76.9%
10×+
Conversations
106 → 1.2K
Community management, content & paid social by CirQl Media
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