Brand Tone

Playful and Energetic, Confident but Approachable, Food-Focused and Passionate, Modern and Trendy

Brand Values

• •Quality Ingredients: Strong emphasis on free-range chicken and house-made sauces and pickles.
• •Authentic Korean-Inspired Flavors (with an Irish twist): They respect Korean culinary traditions while adapting them for a local palate and using local produce. The name itself reflects a core Korean concept.
• •Customer Experience & Enjoyment: Aiming to provide a fun, satisfying, and memorable meal, whether in-restaurant or through their retail sauces. Staff are often described as friendly and service as good.
• •Passion & Fun: The brand was born from a genuine love for the food, and this enthusiasm is reflected in their marketing and atmosphere.
• •Innovation & Growth: Demonstrated by the development and expansion of their sauce line into a global retail product.

Best Practices

• •Maintain a Playful and Energetic Tone: Use vibrant language, emojis where appropriate (especially on social media), and don't be afraid to inject humor or a bit of cheekiness. Keep it light and fun.
• •Emphasize Quality and Freshness: Consistently mention \"free-range chicken,\" \"house-made sauces,\" and the \"twice-fried\" method to reinforce the commitment to quality.
• •Use Sensory and Evocative Language: Describe the food in a way that makes mouths water – \"irresistibly crispy,\" \"juicy perfection,\" \"bold punchy flavors,\" \"finger-lickin' good.\"
• •Highlight the \"Korean-Inspired, Dublin-Made\" Angle: Celebrate the unique fusion of Korean flavors with an Irish sensibility and local ingredients. This is a key part of the brand's origin story.
• •Foster Community and Engagement: Ask questions, run polls, encourage user-generated content, and respond to comments in a friendly and approachable manner, reflecting the welcoming atmosphere of the restaurant.

Social Perception

Delicious & High-Quality Food, Fun, Casual, and Vibrant Atmosphere, Good Value, Innovative Sauces, Popular and In-Demand

Copy Examples

• •Instagram Post (Image: Close-up of a glistening, sauce-drizzled chicken burger): "Warning: May cause extreme happiness. Our twice-fried, free-range Korean chicken is not a drill. It's a calling. Answer it on Aungier St. 😉 #ChimacDublin #SoulFoodViaSeoul #KoreanFriedChicken #DublinEats"
• •TikTok Video Ad (Fast-paced montage of chicken being fried, sauced, eaten with happy faces): "Your tastebuds called. They want CHIMAC. 📞 Crispy. Juicy. Saucy. Get your fix! #Chimac #DublinFood #FriedChickenGoals #MustTry"
• •Website Banner (Promoting retail sauces): "Unleash the Chimac! 🔥 Bring home the bold, award-winning flavors that started a Dublin obsession. Shop our sauces now & transform your meals! #ChimacSauces #FlavorBomb"
• •Facebook Ad (Targeting evening diners): "Mid-week slump? We don't know her. What we DO know is legendary Korean fried chicken and ice-cold beers. 🍻 See you tonight at Chimac Aungier Street! #Chimac #DublinNightOut #ChickenAndBeer"
• •Instagram Story (Poll): "The ULTIMATE Chimac question: Which sauce has your heart? ❤️ Korean Hot Sauce | 🔥 K-BBQ | 🍯 Sriracha Caramel | Vote Now & tell us why! 👇 #SauceWars #ChimacLove"