Client
Perilicious
Case Study · Branding · Social · Performance
How The Brand Bee built Perilicious's brand identity, social community and UGC engine - then turned data-driven performance marketing into online orders and footfalls over six months.
Perilicious is a modern fast-casual burger and grill concept built for Gen Z and young millennials across Delhi / NCR.
In a crowded F&B category, it needed a bold identity, an always-on content engine and performance marketing that turns awareness into orders and footfalls.
A brand from scratch in a saturated Delhi / NCR burger market - and it had to lift digital orders and dine-in footfalls at the same time, on an always-on content supply.
In QSR, the brand and the ad are the same thing. If the content isn't good enough to share, it isn't good enough to run.
A saturated Delhi / NCR burger market.
A bold identity that grabs Gen Z fast.
Digital orders plus dine-in footfalls.
An always-on library of brand visuals.
A single, integrated engine - distinctive branding, an always-on social and UGC machine, and data-driven performance marketing working together.
Identity, packaging, in-store branding and the #EatPerilicious content engine.
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01 · Menu Drop
Appetite photography in the house style - big type, the flag on top and a burger styled to stop the scroll. The menu-drop format that did the selling before a rupee of spend did.
Appetite-first food film soaked in the Perilicious red - the built-from-scratch identity turned into motion, the hero format of the #EatPerilicious content engine.
The burger assembled shot by shot with the ingredients named on screen - transparency as appetite, and exactly the format the UGC community picked up and ran with.
Six months of branding, content and performance marketing, measured where it matters - orders, revenue and footfalls.
| Objective | Outcome |
|---|---|
| Create a distinctive brand identity | Custom font, bold colours, packaging and in-store system |
| Grow social media following | +28% Instagram growth; engagement 2.3% → 3.1% |
| Generate UGC | 75+ submissions in 6 months; UGC posts ~30% higher engagement |
| Drive performance marketing | 4.3X ROAS; ₹51 lacs online revenue; 3,800 orders |
| Launch and refine the website | Seamless digital ordering, menu and loyalty info |
| Lift repeat behaviour | Repeat order rate reached ~30% - a +35% uplift |
Over a focused six-month period, Perilicious shifted from a challenger brand to a visible, engaging and conversion-oriented burger destination for young urban consumers.
UGC-driven posts and geo-targeted late-night ads were the strongest drivers of engagement and footfall - proof that in QSR, the community is the media plan.
By combining strong branding, social storytelling, UGC participation and data-driven performance marketing, the brand delivered significant uplifts across awareness, online orders and footfalls - establishing a robust foundation for scale.
A brand-new burger label became a must-visit destination for young Delhi - 4.3X ROAS, ₹51 lacs of online revenue and a +22% footfall lift in six months.
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