Built by Operators. Powered by Marketers. Engineered for Sustainable Virality.

Built by Operators. Powered by Marketers. Engineered for Sustainable Virality.
TWS is a strategy-first growth consultancy for F&B brands. We bridge business strategy with creative execution to drive measurable, sustainable results—built on operational excellence and marketing innovation. Not short bursts of hype—systems that compound over time.
View Case Studies
Outcomes, not output.
We don't sell "content" or "deliverables." We build measurable growth tied to demand, conversion, and commercial performance. These are selected outcomes from recent engagements—proof that strategic systems deliver transformational results.
2-3×
Ember Revenue Growth
Four-month engagement delivering sustained revenue multiplication through strategic repositioning and campaign engineering
280%
Ember Peak Revenue
Peak revenue versus baseline with 95% weekend booking rate during campaign window
+336%
Ce Soir Reservation Clicks
Direct booking actions increased within 90 days of strategic narrative implementation
30%
Ce Soir Check Value Lift
Average spend per visit increased during campaign window through premiumisation strategy
31.94K
Yan Huo Intent Capture
Google Business Profile link clicks in year one—high-intent decision-time actions
2×
Under Der Linden Spend
Spend per visit doubled after complete brand overhaul and positioning reset
Brands we've built with.
We keep a selective roster and work across the F&B spectrum—from premium casual to destination dining—focusing on brands where systems-led growth can create transformational impact. Each partnership is built on shared ambition: the drive to move from good to exceptional, from local favourite to market leader, from operational excellence to commercial dominance.
Our client relationships span fine dining establishments earning international recognition, modern restaurants redefining their categories, innovative café concepts setting new standards, and sophisticated catering operations scaling with precision. We choose partners who understand that real growth requires investment, patience, and the courage to challenge conventional thinking.
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Most restaurant marketing is busy. Not commercial.
Most marketing agencies understand marketing—but not restaurants. They haven't managed P&Ls, optimised labour costs, navigated supplier constraints, or redesigned menus for profitability. The result is activity without commercial alignment: beautiful content that doesn't convert, campaigns that fade after launch, and marketing promises that operations can't consistently deliver.
What this looks like in real life
Content that "looks good" but doesn't convert to intent or bookings
Campaign bursts that fade after the launch window
No conversion loop: attention → search → booking
No operational grounding: marketing promises what ops can't consistently deliver
Vanity metrics celebrated whilst revenue stagnates
Disconnect between brand story and guest experience
The real cost
When marketing and operations aren't aligned, you waste budget on campaigns that can't be fulfilled, damage reputation through inconsistent delivery, and miss the compound effect of systems-based growth.
The solution isn't better content—it's better strategy rooted in operational reality.
We're not an agency. We're your restaurant's growth partner.
Agencies optimise for deliverables: posts, videos, campaigns. We optimise for outcomes: revenue, market position, sustainable demand—measured by your bottom line, not your content calendar. We work like an extension of your leadership team, aligning marketing, menu, and operations for compounding success.
Typical Agency
Focus: Marketing output
Process: Executes briefs
Horizon: Short-term bursts
Measurement: Impressions & likes
Relationship: Vendor executing tasks
Accountability: Deliverables shipped
TWS Growth Partner
Focus: Business outcomes
Process: Co-designs strategy with clients
Horizon: Long-term compounding
Measurement: Revenue, ROI, retention
Relationship: Strategic partner embedded in growth
Accountability: Commercial impact delivered
The difference shows up in results: whilst agencies celebrate reach and engagement, we track reservation clicks, booking rates, and revenue attribution. Because at the end of the day, your success isn't measured in likes—it's measured in covers booked and revenue generated.
What TWS does (end-to-end).
We bridge strategy and execution across the full system—so growth is repeatable, measurable, and operationally realistic. Every capability is designed to serve one purpose: driving sustainable commercial performance through the integration of brand, operations, and marketing.
Brand Strategy & Positioning
Define direction, identity, and differentiation. We establish the strategic foundation that guides every decision—from menu design to marketing messaging—ensuring brand coherence across all touchpoints.
Competitive positioning audit
Brand architecture development
Value proposition articulation
Menu & Product Consultation
Align offerings, pricing, and story for profitability. We analyse menu engineering, cost structures, and positioning to ensure what you serve drives both margin and brand equity.
Menu profitability analysis
Product positioning strategy
Pricing architecture optimisation
Content & Campaign Strategy
Story-led content that stays relevant and compounds. We build narrative systems designed for long-term performance—not viral moments that fade—with every asset engineered to serve awareness, consideration, or conversion.
Content pillar frameworks
Always-on publishing systems
Campaign architecture design
Performance Marketing
Full-funnel conversion systems, not "boosting posts." We design paid media strategies that capture demand at every stage—from awareness through to booking—with attribution models tied to revenue, not vanity metrics.
Multi-channel media strategy
Conversion funnel optimisation
Attribution & ROI measurement
PR & Influencer Strategy
Build reputation via the right voices and angles. We orchestrate earned media and strategic partnerships that drive credibility, amplify reach, and convert attention into commercial intent.
Media relations strategy
Influencer partnership frameworks
Reputation management systems
The TWS Growth Flywheel: strategy that compounds.
Real restaurant growth isn't built on campaigns—it's built on systems. Insight informs creative. Creative drives performance. Performance builds community. Community generates insights. The cycle repeats, stronger each iteration. This is how short-term attention becomes long-term brand equity and sustained demand.
Insight & Strategy
Direction grounded in research, competitive intelligence, and operational reality
Creative & Content
Stories worth sharing that serve commercial objectives whilst building brand equity
Performance & Analytics
Measure and optimise outcomes tied to revenue, bookings, and customer lifetime value
Community & PR
Relationships and advocacy that generate word-of-mouth and sustained demand
Why the flywheel works
Each component feeds the next. Performance data reveals what resonates. Those insights refine creative. Better creative drives stronger performance. Strong performance attracts community. Community generates authentic content and insights. The system compounds.
This is the difference between campaigns (linear, finite) and growth systems (cyclical, compounding). Campaigns end. Systems accelerate.
Channel roles matter
Every platform serves a specific function in the flywheel:
Instagram: Brand storytelling
Facebook: Community reach
Google: Intent capture
TikTok: Discovery & awareness
Case studies with evidence.
Each case study is built around one standard: clear objectives, what was executed, and measurable outcomes tied to commercial impact. These aren't stories of "engagement" or "brand awareness"—they're documented examples of how strategic systems drive revenue, bookings, and sustained market position.
Yan Huo
Launch to year-one demand engine. High-intent capture via Google delivering 31.94K link clicks—majority representing decision-time booking actions.
Ce Soir
Michelin recognition to bookings momentum via narrative systems. +336% reservation clicks and sustained weekend capacity within 90 days.
Ember
Repositioning plus campaigns delivering 2-3× revenue growth and sustained weekends. Peak performance: 280% revenue vs baseline, 95% booking rate.
Under Der Linden
Brand overhaul driving higher engagement and 2× spend per visit. Repositioned into one of Singapore's most photographed cafés.
Each case demonstrates the same principle: when strategy, operations, and marketing align—supported by systems designed for compound growth—results transcend industry benchmarks.
How we measure success (and what we refuse to optimise for).
We track business outcomes—not vanity metrics. Revenue attribution, customer lifetime value, and market share guide optimisation decisions. Whilst many agencies celebrate reach and engagement, we celebrate booking rates and revenue growth. The distinction matters because optimising for the wrong metrics creates the illusion of progress whilst commercial performance stagnates.
Primary Success Metrics (Commercial)
These metrics directly connect to revenue and business health. We optimise campaigns, content, and channel allocation based on their performance against these indicators:
Reservation clicks / booking actions: Direct intent signals showing customer readiness to commit
Google Business Profile link clicks: Decision-time intent from high-value search traffic
Booking occupancy / lead time to fully booked: Demand intensity and forward momentum
Revenue index (baseline vs post): Actual financial impact of marketing initiatives
Spend per visit / average check value: Customer value and premiumisation success
Customer lifetime value: Repeat behaviour and long-term relationship strength
Supporting Indicators (Diagnostic)
We track these to understand distribution and awareness, but never optimise for them in isolation:
Reach / impressions: Distribution scale
Engagement / shares: Social proof signals
Follower growth: Audience base expansion
Video views: Content consumption patterns
These matter only insofar as they contribute to commercial outcomes.
What we refuse to optimise for: Likes, follower counts, impressions, or any metric that doesn't connect to booking behaviour or revenue. Beautiful numbers that don't translate into business results are expensive distractions, not indicators of success.
Yan Huo: from launch buzz to year-one legacy.
Case Study
The Challenge
Build sustained demand beyond opening hype—so the brand stays full long after the initial buzz fades. Most launches rely on novelty; we engineered a system for longevity.
Strategic Approach
A four-pillar system designed to generate compound demand: brand story & positioning, always-on content engine, multi-channel distribution, intent capture & conversion.
What We Executed (High Signal)
Published 240 posts across 16 months—consistent, always-on rhythm replacing sporadic campaign bursts
Optimised Google Business Profile for conversion: strategic keywords, professional imagery, direct booking links at every touchpoint
Designed each platform for a commercial role: Instagram for brand storytelling, Facebook for reach, Google for intent capture, TikTok for discovery
Built narrative frameworks around chef craft, ingredient provenance, and memorable dining experiences
Implemented review generation systems and reputation management protocols
Results (01/09/2025–01/15/2026)
31.94K
Google Link Clicks
Majority representing decision-time booking intent
780K
Total Impressions
Cross-platform brand visibility
42K
Engagements
Social proof and audience interaction
Yan Huo: the playbook behind the results.
Success wasn't luck. It was a system where every post served a commercial purpose: awareness, consideration, or conversion—no vanity content, no posting for the sake of posting. The results came from disciplined execution of four strategic principles that turned attention into sustained demand.
Content with a Job
Every asset designed to move the diner through a specific stage: awareness (discovery), consideration (evaluation), or conversion (booking decision). No content published without clear commercial intent.
Desire + Intent Loop
Social platforms build desire and brand affinity. Google captures intent at decision-time. The loop: Instagram makes them want it, Google lets them book it—two channels, one system.
Consistency over Campaigns
Always-on rhythm that compounds. Whilst competitors chased viral moments, we built publishing systems that generated cumulative value—240 posts over 16 months, each reinforcing brand equity and search visibility.
Proof at Scale
Social proof increases booking confidence. Reviews, user-generated content, and consistent narrative visibility signal quality and popularity—reducing decision friction at conversion.
"The 31.94K Google link clicks weren't an accident. They were the result of 16 months of consistent brand-building on social platforms that drove search demand—combined with a Google Business Profile optimised to convert that intent into bookings."
Why Multi-Channel Integration Matters
Single-channel strategies plateau. Yan Huo's growth came from orchestrating four platforms—each with a distinct role in the customer journey. Instagram built brand desire. Facebook extended reach to older demographics. TikTok drove discovery amongst younger audiences. Google captured intent when diners were ready to book.
The Compound Effect
Month one: modest results. Month six: momentum building. Month twelve: sustained demand with minimal marginal effort. That's the power of systems over campaigns—initial effort compounds, creating long-term leverage that agencies relying on campaign bursts can never replicate.
Ember: born of fire, reignited by strategy.
Challenge: Quality wasn't the issue—visibility was low, weekday traffic was soft, and the story wasn't reaching the right diners. Ember possessed exceptional product and operational execution, but lacked the narrative architecture and demand generation systems to translate quality into consistent commercial performance. Weekend bookings were strong but unpredictable; weekdays remained opportunity cost.
What we did: Redefined Ember around one elemental concept—Born of Fire—then executed campaigns engineered around specific business levers. The brand narrative centred fire as both cooking method and metaphor: primal, transformative, unmistakable. Campaign architecture targeted three commercial objectives: sustaining weekend bookings at capacity, building weekday demand to improve weekly revenue consistency, and premiumising perception to support higher average check values.
Elemental Brand Story
Narrative built around fire as craft, theatre, and differentiator—creating memorable positioning in competitive market
Multi-Sensory Content
Sound-designed video showcasing sizzle, flame, and atmosphere—engaging beyond visual alone to drive stronger response
Business-Lever Campaigns
Strategic campaigns targeting specific outcomes: weekend booking stability, weekday traffic growth, check value premiumisation
Results (within four months)
2-3×
Revenue Growth
Sustained revenue multiplication maintained across four-month engagement period
100%
Weekend Bookings
Consistent weekend capacity maintained week after week
280%
Peak Revenue
Peak revenue index versus baseline performance
95%
Booking Rate
Weekend booking rate at peak performance periods
Key Creative Insight: Sound-designed video content achieved 340% higher engagement compared to silent posts. Multi-sensory storytelling—capturing the sizzle of meat hitting flame, the crackle of fire, ambient restaurant energy—drove significantly stronger audience response than visuals alone. This insight shaped subsequent content strategy across all platforms.
Why campaigns succeeded: Rather than generic "awareness building," each campaign mapped to specific business objectives with clear success metrics. Weekend campaigns focused on sustaining momentum and building advance booking behaviour. Weekday campaigns targeted local office workers and date-night diners with distinct messaging. Premiumisation content showcased craft, ingredients, and experience to justify higher spending.
Ce Soir: where story meets growth.
Case Study
The Recognition Problem
Chef Seth Lai won the MICHELIN Guide Singapore Young Chef Award 2024—yet without strategic amplification, it changed nothing. Awards on shelves don't fill dining rooms. Narrative does.
Challenge: Chef Seth Lai won the MICHELIN Guide Singapore Young Chef Award 2024—yet without strategic amplification, it changed nothing. Awards on shelves don't fill dining rooms—narrative does. Recognition creates opportunity, but opportunity without execution remains potential, not performance. The challenge was translating prestige into commercial momentum.
Strategy: We rebuilt Ce Soir's digital identity around "memory-led gastronomy"—emotional storytelling that positioned fine dining as accessible luxury rather than intimidating formality. The creative approach combined cinematic craft through chef-voiceover video series, behind-the-scenes access demonstrating technique and passion, and relatable luxury that removed the psychological barriers preventing bookings from aspirational diners.
1
Brand Narrative Development
Defined "memory-led gastronomy" positioning and emotional storytelling framework connecting food to personal experiences and cultural heritage
2
Cinematic Content Production
Chef-voiceover video series humanising fine dining, showcasing craft without pretension, and building emotional connection with prospective diners
3
Multi-Platform Amplification
Strategic content distribution across social and search channels, optimised for awareness, consideration, and conversion at each stage
4
Conversion Optimisation
Streamlined booking pathways, prominent CTAs, and removal of friction points converting interest into confirmed reservations
Results (90 days)
+336%
Reservation Clicks
Direct booking actions representing confirmed intent to dine—the metric that matters most for restaurant commercial performance
≈3×
Revenue Uplift
Revenue multiplication from baseline performance, demonstrating commercial impact beyond engagement metrics
Business Outcomes
Booking occupancy near capacity every weekend with advance bookings extending weeks ahead
Lunchtime traffic doubled as weekday demand caught up to weekend intensity
Luxury brand collaborations secured (Blancpain, Dior, Macallan) elevating brand positioning
Average check value increased 30% as premiumisation strategy took effect
Why it worked: The strategy didn't rely on the award alone. We built a narrative system where Chef Seth's recognition became proof of broader brand value—craft, innovation, accessibility—rather than an isolated accolade. Every piece of content reinforced this positioning, creating a compounding effect where awareness drove consideration, consideration drove bookings, and bookings validated the premium positioning.
Under Der Linden: brand overhaul with measurable spend impact.
3× engagement. 2× spend per visit.
Under Der Linden transformed from functional café into one of Singapore's most photographed dining spaces through complete brand overhaul spanning positioning, interior concept, and customer experience redesign. The project demonstrated how strategic repositioning—when executed with operational precision—drives both social engagement and commercial outcomes simultaneously.
What Changed
Brand positioning: From generic café to curated lifestyle destination with distinct aesthetic and experience philosophy
Interior design: Space redesigned for "Instagrammability" without sacrificing operational flow or service efficiency
Menu engineering: Product mix optimised for profitability, shareability, and premium perception
Service model: Customer journey redesigned to encourage longer dwell time and higher per-visit spending
Content strategy: User-generated content incentivised through photogenic spaces and shareable moments
Commercial Impact
3× engagement increase across social platforms as brand became community talking point
2× spend per visit as premium positioning and menu mix drove higher average check values
Organic reach expansion through customer-generated content exceeding paid media in volume and authenticity
Extended operating hours viability as demand intensity supported longer service periods
Strategic Lesson: Physical space is marketing infrastructure. When environment design aligns with content strategy and operational capacity, the space itself becomes a demand generation engine—customers create content, content attracts more customers, and the cycle compounds without ongoing media spend.
How we work: strategy in motion.
Our process is designed for depth, not speed. We reject sprint mentality and build systems engineered for long-term performance. This isn't about ticking boxes—it's about creating competitive advantage through rigorous strategic thinking and disciplined execution.
Discovery & Strategy
Deep dive into brand, market, and business model. Audit operations. Identify strategic opportunity. Outcome: strategic foundation document.
Blueprint Design
Integrated roadmap aligning brand, menu, operations, and marketing for compounding results. Outcome: executable growth blueprint.
Execution
Content, paid media, PR rolled out with precision. Every asset serves immediate performance plus long-term brand building. Outcome: systems in market.
Measurement
Optimise based on business outcomes, not vanity metrics. Continuous refinement driven by revenue attribution. Outcome: compounding improvement.
What Discovery Includes
Competitive landscape analysis and positioning audit
Customer journey mapping and conversion analysis
Operational capacity assessment and constraint identification
Menu engineering and profitability review
Brand perception research and market positioning
Channel performance audit and attribution modelling
Stakeholder interviews and strategic alignment
The Blueprint Document
Your growth blueprint is a comprehensive strategic roadmap covering brand positioning, customer acquisition strategy, content systems, channel allocation, campaign calendar, measurement frameworks, and operational integration.
It's not a theoretical document—it's an executable plan with clear ownership, timelines, and success metrics. The blueprint becomes your growth operating system.
"We don't start with tactics. We start with truth: What's working? What isn't? Where's the leverage? Only then do we design systems—and those systems compound because they're built on operational reality, not marketing fantasy."
If you want transformational growth, we should talk.
About Fit
It's not about superiority—it's about fit. If you need execution support, agencies excel. If you need transformational growth, you need a different approach entirely. We're selective because depth requires focus, and focus requires saying no to engagements where we can't deliver transformational outcomes.
Best Fit If You're...
Operating a strong concept but struggling to break through
You've built quality, but visibility and market position haven't matched the product. You need strategic clarity and systems to translate quality into demand.
Growing but lacking systems to sustain it
You're seeing traction, but it feels fragile—dependent on your personal effort or occasional campaign wins. You need infrastructure that makes growth repeatable and scalable.
Launching and want to do it right from day one
You understand that foundation matters. You'd rather invest in strategic infrastructure now than rebuild later. You want systems that compound from launch.
Not a Fit If You Want...
Quick fixes: transformational growth takes time, commitment, and strategic patience
Minimal investment expectations: systems-based growth requires meaningful budget allocation
A vendor to "just post": if you want task execution, agencies are better suited
Campaign-only support: we build systems, not one-off activations
Immediate results without foundation: we prioritise sustainable growth over short-term spikes
Our Commitment
If we're not the right fit, we'll tell you quickly. We'd rather have an honest conversation than waste your time or ours.
Selective engagements. Honest readiness conversations. We work with operators who understand that marketing is an investment in commercial infrastructure, not an expense to minimise.
How we work: strategy in motion.
Our process is designed for depth, not speed. We reject sprint mentality and build systems engineered for long-term performance. Transformation requires time: time to understand your business model, time to identify leverage points, time to design integrated solutions, and time to execute with precision. Rushing this process produces superficial changes that fail to address root causes or create sustainable competitive advantage.
Discovery & Strategy
Deep dive into brand history, market dynamics, competitive landscape, and business model. We audit current operations, analyse customer behaviour, identify strategic opportunities, and map the gap between current state and ambition. Discovery typically spans 2-4 weeks and produces strategic clarity that guides all subsequent work.
Blueprint Design
Integrated roadmap aligning brand positioning, menu strategy, operational capacity, and marketing systems for compounding results. The blueprint translates strategy into actionable initiatives with clear priorities, resource requirements, success metrics, and interdependencies. This becomes the master plan guiding 6-18 month execution.
Execution
Content production, paid media management, and PR initiatives rolled out with precision. Every asset serves dual purposes: immediate performance (driving awareness, consideration, or conversion) and long-term brand building (establishing positioning, credibility, and market presence). Execution follows weekly sprint cycles with continuous optimisation.
Measurement & Optimisation
Performance tracking focused on business outcomes, not vanity metrics. Weekly reviews analyse what's working and why, informing real-time tactical adjustments. Monthly strategic reviews assess progress against objectives and refine approach based on market response, competitive moves, and operational learnings.
What Delivery Looks Like
Strategic Documents
Growth blueprint and roadmap
Brand positioning architecture
Content and campaign strategy
Channel orchestration plan
Success metrics framework
Execution Outputs
Weekly content production
Campaign creative and copy
Paid media management
PR and partnership coordination
Platform management and optimisation
Performance Reporting
Weekly ship logs (what shipped, what improved, next actions)
Monthly performance dashboards
Quarterly strategic reviews
Real-time optimisation recommendations
About TWS.
We're a small, senior team built for full-funnel growth—strategy, experimentation, and refined execution. We don't do cookie-cutter solutions; we build systems that translate creativity into measurable business impact. Every engagement is rooted in the same philosophy: growth comes from aligning brand, operations, and marketing into one coherent system designed to compound over time.
RMC
Founder & Growth Architect
Ernest Ting — Founder & Growth Architect
Ernest is the operator-turned-marketer behind TWS—building systems that turn creativity into compounding growth, engineered for F&B and powered by performance.
Ernest remains an active F&B operator, leading a third-generation heritage food group in Singapore—giving him direct, current exposure to the realities that determine whether marketing actually works: unit economics, service capacity, menu strategy, and operational consistency. This isn't theoretical knowledge; it's daily, lived experience running real operations with real P&Ls.
Before TWS, Ernest founded an e-commerce subscription coffee business, scaled it rapidly through performance marketing and growth systems, and exited within four years—bringing builder-level experience in growth, product development, and go-to-market execution across both physical and digital channels.
That blend—operator discipline and marketing obsession—is why TWS exists: to drive tangible business value for restaurant brands, not task fulfilment. Ernest holds the designation of Registered Management Consultant (RMC), reflecting formal recognition of strategic consultancy expertise.
The Growth Kitchen Brigade
Our full in-house team spans performance marketing, design, content storytelling, and operations/PR coordination. Everyone brings senior-level expertise. No junior executors. No layers of account management. You work directly with the strategists and creators building your systems.
If we're not the right fit, we'll tell you quickly. We'd rather have honest conversations than waste time on misaligned engagements.