How The Chocolate Factory Thailand Grew Online Sales by 50% During the COVID Shift
The Chocolate Factory Thailand, a restaurant and dessert brand known for its wide selection of chocolate sweets, desserts, pizzas, salads, and steaks, needed to quickly adapt when COVID-19 restrictions changed how customers discovered, engaged with, and purchased from restaurants.
The Chocolate Factory Thailand
Restaurant / Desserts / Food & Beverage / Social Commerce
Social Media Marketing & Conversational Commerce
50%+
Increase in sales from March to July 2020
20%
Increase in customers from March to July 2020
30%
Increase in revenue from March to July 2020
263,052
Engagements recorded across digital activity
1 Lakh
Followers achieved
The Challenge
The Chocolate Factory Thailand was built around a strong offline dining experience, but the COVID-19 pandemic changed customer behavior almost overnight. With social distancing measures in place, physical restaurant visits became limited, and the brand needed to move quickly toward online sales.
The challenge was to keep customers engaged, increase online orders, and maintain brand visibility at a time when restaurant discovery was shifting heavily to digital platforms. The brand needed a strategy that could convert its offline reputation into online demand.
Our Strategic Approach
MMBL created a digital-first growth roadmap to help The Chocolate Factory Thailand shift from offline dependence to online sales momentum. The strategy focused on improving brand visibility, increasing customer engagement and growing social reach through platforms where customers were already active.
.svg){kind=icon}
Offline-to-Online Transition
Repositioned digital channels as active sales and engagement touchpoints, not just awareness platforms.
.svg){kind=icon}
Social Commerce Strategy
Used social content, messaging, and customer interaction to support online sales of food and desserts.
.svg){kind=icon}
Content Growth
Developed a content strategy focused on product appeal, restaurant recall, seasonal demand, and engagement.
.svg){kind=icon}
Customer Engagement
Built a system to keep customers engaged through responsive conversations, platform activity, and consistent content.
.svg){kind=icon}
Follower Growth Strategy
Focused on increasing relevant followers while improving brand recall and conversion opportunities.
.svg){kind=icon}
Optimization Lifecycle
Continued to monitor engagement, content response, audience behavior, and campaign performance to refine the strategy.
Offline-to-Online Transition
Repositioned digital channels as active sales and engagement touchpoints, not just awareness platforms.
Social Commerce Strategy
Used social content, messaging, and customer interaction to support online sales of food and desserts.
Content Growth
Developed a content strategy focused on product appeal, restaurant recall, seasonal demand, and engagement.
Customer Engagement
Built a system to keep customers engaged through responsive conversations, platform activity, and consistent content.
Follower Growth Strategy
Focused on increasing relevant followers while improving brand recall and conversion opportunities.
Optimization Lifecycle
Continued to monitor engagement, content response, audience behavior, and campaign performance to refine the strategy.
Offline-to-Online Transition
Repositioned digital channels as active sales and engagement touchpoints, not just awareness platforms.
Social Commerce Strategy
Used social content, messaging, and customer interaction to support online sales of food and desserts.
Content Growth
Developed a content strategy focused on product appeal, restaurant recall, seasonal demand, and engagement.
Customer Engagement
Built a system to keep customers engaged through responsive conversations, platform activity, and consistent content.
Follower Growth Strategy
Focused on increasing relevant followers while improving brand recall and conversion opportunities.
Optimization Lifecycle
Continued to monitor engagement, content response, audience behavior, and campaign performance to refine the strategy.
Engagement Model
Functions & Team involved
Social Commerce Growth Engagement
A focused engagement designed to help the brand transition from offline restaurant sales to online sales & digital customer engagement.
Dedicated Growth Pod
Social media strategist, content planner, creative resource, engagement specialist and performance analyst.
Optimization Rhythm
Content performance, audience engagement, follower growth, customer interactions, and online sales impact were monitored regularly.
Conversion Layer
Messenger, Instagram Reels, and Facebook Posts were used to support engagement, customer conversations and online sales.
Social Commerce Growth Engagement
A focused engagement designed to help the brand transition from offline restaurant sales to online sales & digital customer engagement.
Dedicated Growth Pod
Social media strategist, content planner, creative resource, engagement specialist and performance analyst.
Optimization Rhythm
Content performance, audience engagement, follower growth, customer interactions, and online sales impact were monitored regularly.
Conversion Layer
Messenger, Instagram Reels, and Facebook Posts were used to support engagement, customer conversations and online sales.
Social Commerce Growth Engagement
A focused engagement designed to help the brand transition from offline restaurant sales to online sales & digital customer engagement.
Dedicated Growth Pod
Social media strategist, content planner, creative resource, engagement specialist and performance analyst.
Optimization Rhythm
Content performance, audience engagement, follower growth, customer interactions, and online sales impact were monitored regularly.
Conversion Layer
Messenger, Instagram Reels, and Facebook Posts were used to support engagement, customer conversations and online sales.
Social Commerce Growth Engagement
A focused engagement designed to help the brand transition from offline restaurant sales to online sales & digital customer engagement.
Dedicated Growth Pod
Social media strategist, content planner, creative resource, engagement specialist and performance analyst.
Optimization Rhythm
Content performance, audience engagement, follower growth, customer interactions, and online sales impact were monitored regularly.
Conversion Layer
Messenger, Instagram Reels, and Facebook Posts were used to support engagement, customer conversations and online sales.
What We Did
We helped the brand shift from offline dependence to online sales by combining social commerce, content strategy, customer engagement, and platform-led growth.
Growth Area
What we delivered?
Competitor & Customer Research
Studied competitors, customer behavior and digital demand patterns during the COVID-led market shift.
Content Strategy
Developed a content and growth strategy focused on online sales, product appeal and customer engagement.
Social Media Execution
Created and published platform-specific content across Facebook and Instagram.
Conversational Commerce
Used Messenger to engage customers, answer queries and support purchase journeys.
Instagram Reels
Leveraged short-form content to showcase products, increase reach and improve engagement.
Facebook Posts
Used regular posts to maintain brand visibility, promote offerings and drive customer interest.
Follower Growth
Built content and engagement loops to grow the brand’s follower base and improve digital recall.
Optimization Lifecycle
Monitored performance and refined content direction based on engagement, audience response and online sales impact.
Key Insight: The Chocolate Factory Thailand did not just need more social media activity. It needed a digital sales bridge that could turn restaurant loyalty, product appeal, and online engagement into measurable revenue growth.
.png&w=3840&q=75)
.png&w=3840&q=75)
.png&w=3840&q=75)
The Results
The campaign helped The Chocolate Factory Thailand manage its online business more efficiently, engage with customers, and process orders during a period when offline restaurant sales were under pressure.
Social Commerce Growth Impact
| Metric | Growth Impact |
|---|---|
| Sales Growth | Over 50% increase from March to July 2020 |
| Customer Growth | 20% increase from March to July 2020 |
| Revenue Growth | 30% increase from March to July 2020 |
| Engagements | 263,052 engagements |
| Followers | 1 Lakh followers |
| Fan Base | 15,000 fans |
Key Insight: The campaign helped The Chocolate Factory Thailand protect growth during disruption by turning social media into a stronger sales, engagement, and customer retention channel.
Channel impact
| Channel/ Product Used | Business Role |
|---|---|
| Messenger | Supported customer conversations, order-related queries, and online engagement. |
| Instagram Reels | Helped showcase visually appealing products and increase reach. |
| Facebook Posts | Maintained brand visibility, promoted offerings and supported customer recall. |
| Content Strategy | Helped move the brand from offline dependence to online sales momentum. |
| Engagement Optimization | Created consistent audience interaction and stronger digital presence. |
Key Insight: By combining engaging content, conversational commerce, and platform-specific strategies, social channels were converted into high-performing customer touchpoints.
The Impact
| Growth Area | Impact Delivered |
|---|---|
| Online Sales | Over 50% increase in sales from March to July 2020. |
| Customer Growth | 20% increase in customers during the campaign period. |
| Revenue Performance | 30% increase in revenue from March to July 2020. |
| Social Engagement | 263,052 engagements generated across digital activity. |
| Audience Growth | 1 Lakh followers and 15,000 fans achieved. |
| Digital Transition | Helped the brand move from offline-led sales to online customer acquisition. |
| Customer Interaction | Messenger and social platforms improved brand-customer communication. |
Client Quote.
|
Our Tech Stack & Tools
Our social commerce toolkit combined content, engagement, and performance tracking platforms to convert online interactions into measurable business growth.
Optimization
Performance Tracking
Content Formats
Research & Strategy
Collaboration & Reporting
Social Media Platforms
Conversational Commerce
Optimization
Performance Tracking
Content Formats
Research & Strategy
Collaboration & Reporting
Social Media Platforms
Conversational Commerce
Case Studies
Related
Explore our portfolio of successful projects and see how we've helped businesses achieve their goals through innovative design and development solutions.
