25 Degrees Burger Bar

Since its inception in 2004, 25 Degrees Burger Bar has been celebrated for its gourmet burgers and American diner-inspired bites, bringing a glam twist to the classic burger joint. Named after the ideal temperature difference between a perfectly cooked medium-rare and well-done burger, 25 Degrees combines classic American flavours with a trendy, vibrant aesthetic.

The goal was to expand this highly acclaimed brand to Southeast Asia and New Zealand, establishing a cohesive presence across these regions. YouMakeMe was tasked with overseeing F&B marketing operations, social media strategy, content production, and working closely with property teams to manage the brand’s identity and marketing efforts, ensuring alignment with the brand’s identity across all outlets.

Building on the original branding, YouMakeMe adapted the branding of 25 Degrees Burger Bar to cater to audiences in Asia Pacific and ensure consistency across its outlets. We established comprehensive brand guidelines and templates tailored for the region, enabling each location to maintain the brand’s iconic style while resonating with local audiences. The solution involved adapting and rolling out the concept to 25 Degrees locations in Bangkok in Thailand, Singapore, and Lake Tekapo in New Zealand.

Key elements of our solution included:

• Developing a robust social media strategy and managing ongoing social media channels, including both organic and paid advertising.
• Providing graphic design support to maintain a cohesive visual presence.
• Maintain a vibrant photography and videography strategy, overseeing content production to capture the brand’s playful and energetic spirit.
• F&B Marketing support to align to ensure alignment of branding and marketing efforts in each location

Our strategic approach focused on adapting a vibrant and playful brand identity to capture the energetic spirit of the 25 Degrees brand.

Brand Roll Out & Management
Establish robust brand guidelines and adapt the branding of 25 Degrees Burger Bar to cater to audiences in Asia Pacific and capitalise on the US celebrity-endorsed burger joint to position the venues as trendy and gourmet American-style diners.

Social Media Management
Produce a monthly content calendar with engaging captions, vibrant visuals, and ad creatives tailored to specific locations and audiences.

Photography & Videography Management
Vibrant, playful and energetic approach that allowed for visually driven campaigns that reinforce the brand’s trendy appeal.

F&B Marketing
Provide F&B marketing consulting to ensure each outlet maintainbrand’s standards, as well as review overall performance, assess marketing actions, explore partnerships, and provide support to plan upcoming promotions.

Our efforts resulted in a successful brand rollout across multiple locations while adapting the 25 Degrees brand to diverse spaces and cultures. Each location was recognised as the Best Burger Restaurant in its area, affirming the brand’s appeal and consistency across international markets.

The ongoing comprehensive F&B marketing strategy and social media management further strengthened brand operations, ensuring that each location not only upheld 25 Degrees’ iconic style, but also adapted to the unique preferences and dynamics of its region.