Brand Tone

Enthusiastic and Fun, Authoritative and Trustworthy

Brand Values

• •Accessibility
• •Quality
• •Community
• •Inclusivity
• •Innovation

Best Practices

• •Embrace "Carnivore" Culture: Consistently use the brand's unique terminology like "Carnivores", "TKP" (Tempat Karnivora Pesta), and the enthusiastic "HOLYCOW!" exclamation. This reinforces the brand's community identity and makes customers feel like insiders.
• •Balance Fun with Authority: Always pair the fun, energetic language with reminders of expertise and quality. For example, follow a playful "Ready to feast?" with a credible "As The Meat Expert, we use only certified Halal Wagyu." This builds both excitement and trust.
• •Lead with Value, Follow with Quality: Structure messaging to highlight the core value proposition first: affordable, premium steak. For instance, start with a headline about a great price or deal, then use the body copy to explain the high-quality meat and expert preparation behind it.
• •Tell the Origin Story: Regularly incorporate elements of the brand’s history—from a humble tent to a beloved steak icon. This narrative of passion and growth resonates deeply with customers and strengthens their emotional connection to the brand.
• •Focus on the Sensory Experience: Use descriptive, mouth-watering language that evokes the taste, smell, and texture of the steak. Words like "perfectly charred", "juicy", "tender", "fall-off-the-bone", and "flavorful" help sell the product before the customer even sees it.

Social Perception

Customers and the general public perceive HOLYCOW! Steak as a revolutionary brand that made quality steak an attainable meal rather than a luxury. It is widely seen as the go-to destination for delicious, reliable, and value-for-money steak in a casual atmosphere. Reviews frequently praise the juicy, tender, and flavorful steaks that are well-suited to the Indonesian palate. The brand has successfully built a strong base of loyal followers who appreciate its journey from a small tent to a multi-city chain. While there is some lingering confusion about the two separate HOLYCOW! entities, the 'Steak Hotel' brand is strongly associated with its founder and its consistent quality.

Copy Examples

• •CARNIVORES, ASSEMBLE! 🔥 You asked. We listened. Introducing the all-new Smoked Hickory Ribeye. Tender, juicy, and smoked to perfection. This isn't just a meal; it's an experience. Ready to cancel your other plans? Tag a friend who needs this right now! 👇 #HolycowSteak #TheMeatExpert #NewMenu #SteakLover #CarnivoreLife
• •Your Quest for the Perfect Steak Ends Here. Don't settle for average. As The Meat Expert, we guarantee a premium, halal-certified steak that's both incredible and affordable. From our classic Wagyu Sirloin to giant 1KG ribs, your table is waiting. Book your next feast at a TKP near you! Call to Action: Find Your Nearest TKP
• •HOLYCOW! The Original Affordable Wagyu Experience. Since 2010, we've been serving premium, halal-certified steaks to our community of Carnivores. Come find out why we're The Meat Expert. Button: Explore Our Menu
• •(Scene 1): Quick shot of someone looking disappointed at a flimsy, sad-looking sandwich. Text overlay: 'My lunch plans:' (Scene 2): Hard cut to a glorious, perfectly cooked HOLYCOW! steak being sliced, with juices flowing. Upbeat, exciting music kicks in. Text overlay: 'My lunch plans after remembering HOLYCOW! exists:' (Scene 3): Shot of friends laughing and eating at a HOLYCOW! restaurant. Caption: Upgrade your steak game. You know you want to. 😉 #HolycowID #SteakTikTok #Foodie #Wagyu #WorthIt
• •Subject: Hey Carnivore, Your Mid-Week Treat is Here! Body: Why wait for the weekend? Our *Paket Gemas* is back every Monday-Wednesday! Get a complete, satisfying steak meal without breaking the bank. Because you deserve an expert-level steak, any day of the week. Call to Action: Claim Your Deal