Yummi Go

Japanese don, curry & katsu · Melbourne CBD

Location

The Causeway, Melbourne CBD, Australia

Markets

• CBD office workers on a weekday lunch break
• Students and young professionals eating on a budget
• Chinese-speaking diners in the city

Scope

• Instagram and Facebook management
• In-house content production — video and stills
• Google Ads
• Creator partnerships on REDNote (小红书) and Instagram

Brand Overview

Yummi Go serves Japanese rice bowls, curry and katsu from The Causeway, the laneway arcade off Bourke Street in the middle of the Melbourne CBD.

The menu is deliberately short and sharply priced, and every bowl comes with miso soup and a drink. It is a lunch business first: the brand has to be recognisable in the few seconds someone spends deciding where to eat, and it has to be findable to people walking past a laneway entrance they have never noticed.

Core Audience Traits

• Decides in minutes, inside a fixed lunch window
• Chooses on value and speed as much as on cuisine
• Discovers new food through phones, not signage

Brand Opportunity

A laneway address is a discovery problem, not a food problem. The work was to make the bowls look as good on a phone as they do on the counter, and to put them in front of people already within walking distance.

Strategy Summary

We took content production in-house so the food photography, the social feed and the paid search all speak with one voice, then let each channel do the job it is actually good at — social for appetite and recognition, search for the person who has already decided they want Japanese and just needs somewhere close.

Strategy Principles

• Lead with the food, shot properly, every time
• Repeat the signature bowls until they are recognisable
• Keep the location and the hours impossible to miss

Positioning Outcome

• A proper Japanese lunch, not a food-court compromise
• Fast, fixed-price, and worth the walk down the laneway

What We Delivered

• Monthly content production — short-form video and photography
• Instagram and Facebook publishing, managed end to end
• Daily Instagram Stories built from the same content
• Google Ads for local, high-intent search
• Creator partnerships across REDNote and Instagram

Why It Matters

Most CBD food businesses are one of a dozen options inside a hundred metres. Being chosen is a matter of being remembered at the right moment, which is a content problem long before it is an advertising problem.

Outcome

Yummi Go runs one consistent visual identity across Instagram, Facebook, paid search and creator content, with production, publishing and reporting handled by a single team.

Key Results

• Content produced in-house rather than outsourced
• One recognisable look across owned, paid and creator channels
• Ongoing engagement since the venue opened in 2026