Chef Hassan's Kitchen: a record sales month, and a system behind it.
A Toronto catering and hospitality company. He came to us for a videographer. He left with a storefront, ads, email and content that finally work together.
Chef HassanCEO & Head Chef, Chef Hassan's KitchenHas worked professionally for the NBA, TD Canada, Mastercard and more.I came to TAPPER.digital looking for someone to film a few events. Once they looked at the whole picture, it was clear that was the smallest piece missing. Every order came in by phone or email, I had a list of over 500 client contacts sitting unused, and there was no actual storefront behind any of it.
We built the parts I didn't even know I needed, a real Shopify store, email marketing to actually reach that list, and ads that only came after the rest was in place. July was the one month the ad campaign ran in full, and it also happened to be the best month we've ever had, up 272% in sales. But the ads were the last piece added, not the whole plan.
What matters most to me: I'm not guessing anymore, and nothing I'm paying for is sitting idle. I know what's working, and I know exactly who to ask when something isn't.
The starting point
Hassan had the reputation and a long list of clients, but his only web presence was a Squarespace site and every order was taken by hand. There was no system behind the business, so growth meant more manual work.
What we did
- Built a Shopify storefront from scratch to take over the manual order-taking
- Ran a Meta ad campaign aimed at the people who actually book catering: event planners, office managers, HR and admin managers, executive assistants and operations managers around Toronto
- Set up email marketing so he can reach his clients directly
- Built a content strategy around four repeatable pillars
The results
* September is a partial month. Data: Shopify orders, November 2025 to September 2026.
How to read this. July was the only month the ad campaign ran in full, and it was the strongest month the store has had. August stayed 52% above an average month too. We treat that as a strong signal, not proof: it's one campaign and a young store, so we keep testing it.
The ads reached the right people
The July engagement campaign ran on Meta from July 1 to September 19, 2026, aimed at ages 25 to 65 in Toronto and a 33-mile radius.
- Click-through rate
- 5.9%
- Of people reached who visited the Instagram profile
- ~9%
Email: a direct line to 500+ clients
Hassan had more than 500 clients and all of their details, but no dedicated system to communicate with them. Email marketing gives him one, so he can reach them directly whenever there's something to offer.
Next: a backlog before a schedule
Bi-weekly content shoots start September 22, 2026, building a backlog of 10 to 15 videos so posting can stay consistent every day. Every piece is built on four pillars:
- Save-worthy utility
- Curiosity hooks
- Opinion bait
- Personal storytelling
Find out what your marketing is missing.
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