Dabilux Helps an F&B Chain Expand to 12 Stores in 8 Months

Over the past 8 months, Dabilux has partnered with an F&B chain through a rapid expansion phase — shifting from fragmented marketing operations to a centralized model, helping the brand open 12 new stores while keeping identity and communication performance consistent.

The initial challenge

• Each store produced its own content, resulting in inconsistent brand tone.
• Ad spend was rising, but leads and bookings were hard to measure by location.
• There was no unified KPI framework to coordinate the expansion.

How Dabilux approached it

1. Standardizing the brand foundation

We rebuilt content and visual guidelines for the entire chain: post templates, grand-opening key visuals, a hashtag system, and customer-care scripts for the fanpage and Zalo.

2. Centralizing marketing operations

A single strategic point of contact coordinated the content calendar and ad budgets by store cluster and season. Individual stores only had to provide local information, rather than “doing marketing” from scratch.

3. Measuring against expansion goals

1. Track customer acquisition cost by store cluster.
2. Measure engagement and booking/order conversion during the first 30 days.
3. Reallocate budget toward stores with better profit margins.

When expanding rapidly, marketing isn’t just about “being present” — it has to help each new store reach operational breakeven faster.

This case reflects Dabilux’s approach: building marketing as an operable system and partnering with businesses long-term, rather than stopping at isolated campaigns.