Under Der Linden × TWS Branding — Growth Case Study
How we transformed a quiet garden restaurant into Singapore's most talked-about pet-friendly dining destination.
Before July 2025: A Beautiful Brand Without Visibility
Under Der Linden possessed all the elements of a remarkable dining experience — the charm of lush gardens, atmospheric woodfire cooking, and genuine hospitality. Yet despite these strengths, the restaurant remained Singapore's best-kept secret, struggling to translate its exceptional offering into sustained growth.
The challenges were multifaceted: weekday tables sat empty whilst weekends couldn't accommodate demand, social content lacked strategic direction, and the brand's unique positioning remained unclear to potential guests. Most critically, organic reach plateaued, leaving this hidden gem invisible to the very audiences who would cherish it most.
What Under Der Linden needed wasn't reinvention — it needed amplification, clarity, and a strategic voice that could carry its story beyond the garden walls.
Redefining the Brand Essence
Every successful brand transformation begins with crystallising what makes it irreplaceable. For Under Der Linden, we distilled years of hospitality excellence into three emotional pillars that now anchor every decision, every message, every experience.
Pet-Friendly Garden Dining
A sanctuary where beloved companions are welcomed as honoured guests, surrounded by tropical greenery and genuine warmth.
Woodfire Feasts
Culinary craft elevated through primal fire, where smoke and flame transform seasonal ingredients into unforgettable moments.
Weddings & Events
Intimate celebrations under string lights, where life's most precious milestones unfold in a setting as memorable as the occasion itself.
Together, these pillars shaped a singular narrative: "Where nature, companionship, and craft meet." This wasn't marketing language — it was the articulation of an experience guests had been feeling but couldn't quite name.
Campaigns, Content, and Creator Partnerships
Strategic positioning means nothing without execution. Over 110 days, we orchestrated a series of integrated campaigns designed to activate each brand pillar whilst building compounding momentum across channels.
International Dog Day Activation
23–24 August transformed the restaurant into Singapore's premier pet celebration venue. Partnering with Creamier for Pup Cups, Pet Cubes, and Taki, we created Instagram-worthy moments that resonated far beyond the weekend.
  • Secured content mentions from 2 pet lifestyle publications
  • Achieved full weekend reservations 5 days in advance
  • Generated 47 user stories featuring branded hashtags
All-You-Can-Eat Woodfire Buffet
Our highest-performing content piece — 38,000 impressions, 418 shares, and an immediate 300% spike in booking enquiries. The campaign proved that premium positioning and value aren't mutually exclusive when craft is at the centre.
  • 48-hour sellout for launch weekend
  • Waitlist of 120+ parties within first week
  • 27% conversion from content view to reservation
Creator Seeding Programme
We curated and personally invited 186 content creators whose audiences aligned with our brand pillars. The results: 37 attended experiences, 80+ organic posts, and a ripple effect that extended reach exponentially.
  • 20% attendance rate (industry standard: 8–12%)
  • Combined creator reach: 847K followers
  • Generated authentic UGC fuelling 6 weeks of content
The Measured Impact
July–October 2025
Numbers tell stories when strategy connects intention to outcome. Across every measurable channel — Instagram, TikTok, and Google Business — Under Der Linden experienced exponential growth. These weren't vanity metrics; they represented real humans discovering, engaging with, and choosing the restaurant.
223%
Net Audience Growth
From 3,200 to 10,340 followers in 110 days
213%
Reach Increase
Monthly reach expanded from 28K to 87K
333%
Impressions
Content views surged from 42K to 182K
236%
Engagements
Community interaction tripled across platforms
317%
Link Clicks
Direct traffic to reservations quadrupled
198%
Google Profile Reach
Local discovery nearly doubled month-over-month
"Every measurable channel grew between 200%–300% within just 100 days. This wasn't luck — it was strategic clarity meeting consistent execution."
TikTok Relaunch Success
143.9K views and 2,250 engagements from organic content alone, establishing the platform as a key growth channel moving forwards.
From Awareness to Action
Metrics matter only when they translate into tangible business outcomes. For Under Der Linden, increased visibility catalysed a fundamental shift in operational rhythm and revenue streams.
Reservations Tripled Post-Campaign
Weekend bookings now fill 7–10 days in advance, whilst weekday lunch experienced a 180% increase in covers. Tuesday and Wednesday — formerly the quietest days — now regularly achieve 65–70% capacity.
Set-Lunch Demand Improved Dramatically
Midweek offerings transformed from loss-leader to profit centre, with the woodfire set lunch becoming the most requested menu item amongst first-time visitors.
Google Discovery & Inbound Enquiries Surged
Direct searches for the restaurant name increased 240%, whilst "pet-friendly dining Singapore" queries position Under Der Linden in the top 3 results. Phone enquiries increased from 4–6 per week to 25–30.
Wedding & Event Enquiries Gained Traction
From 2 enquiries in Q2 to 17 in Q3, the events pipeline now represents 15% of projected 2026 revenue. Three weddings already confirmed for early 2026.
"From awareness to action — visibility now translates into demand. The challenge has shifted from 'How do we fill tables?' to 'How do we scale capacity sustainably?'"
Creative Insights: What the Data Revealed
Beyond headline metrics, granular analysis revealed patterns that now inform our ongoing content strategy. These insights aren't theoretical — they're derived from A/B testing, audience behaviour tracking, and correlation analysis across platforms.
Reels & Carousels Drive 4× Engagement
Short-form video (15–30 seconds) and swipeable carousels outperformed static posts by 380%. Movement captures attention; storytelling sustains it.
Pet + Fire Visuals Perform Best
Content featuring either dogs or woodfire cooking generated 2.8× higher save rates. Combining both elements? 5.1× higher engagement than generic food photography.
Storytelling Captions Improve Saves & Shares
Captions exceeding 150 words with narrative structure achieved 67% more shares than brief descriptions, proving audiences crave context and connection.
Consistent Google Updates Double Map Clicks
Weekly Google Business Profile posts — featuring photos, updates, and offers — increased map views by 198% and direction requests by 156%.

🔥 All-You-Can-Eat Woodfire Feast 🔥 Ready for a midweek treat? From Monday to Thursday, indulge in our Unlimited Dinner Buffet for just $49++/pax — because life’s too short for just one plate. ⏱️ 90

Where We Go Next
Expanding from "Pet-Friendly Dining" to "Pet-Inclusive Experiences"
Growth isn't linear — it's iterative. With brand awareness established and operational rhythm optimised, the next phase focuses on deepening category leadership and expanding revenue streams through strategic innovation.
01
Weekend Buffet for Pets
Singapore's first dedicated pet dining experience featuring vet-approved dishes, Instagram-optimised presentation, and partnerships with premium pet nutrition brands. Launching March 2026 with pre-registration waitlist already at 240 parties.
02
Woodfire Buffet Momentum
"Fire Fridays" and "Sunday Garden Roast" establish recurring revenue streams whilst reinforcing craft positioning. Monthly themed iterations keep offerings fresh: Mediterranean September, Asian Fusion October, European Classics November.
03
Weddings & Events Funnel
Dedicated microsite with customisable packages, virtual venue tours, and retargeting campaigns for engaged couples searching wedding venues. Integration with WeddingDay.sg and HitchedSG for discoverability.
04
Pet Loyalty Community
Quarterly "Paws & Plates" meetups, UGC photo challenges with prizes, and CRM tagging for personalised birthday offers. Building a community, not just a customer base.
05
TikTok Expansion
Increase posting cadence to 4–5× weekly with micro-KOL collaborations targeting pet lifestyle and foodie audiences. Goal: 1M cumulative views by Q2 2026.

Strategic Rationale: Each initiative builds upon established brand pillars whilst opening new audience segments. Pet buffets attract families; events capture milestone occasions; TikTok reaches Gen Z diners. Diversification without dilution.
Under Der Linden 2.0
Singapore's First Pet-Inclusive Dining & Event Destination
This isn't merely a repositioning — it's the articulation of a vision that was always present but never fully expressed. Under Der Linden has evolved from a restaurant that tolerates pets to a destination that celebrates the bond between humans and their companions.
A place where owners and their furry companions share woodfire feasts amidst a blooming garden, where weddings honour both two-legged and four-legged family members, where every detail — from water bowls to photo opportunities — acknowledges that hospitality means welcoming the whole family.
We're redefining hospitality for a generation that views pets not as accessories but as family. For whom dining out means everyone comes along. For whom Instagram-worthy moments matter, but genuine connection matters more.
This is Under Der Linden 2.0 — where nature, companionship, and craft aren't just marketing pillars, but lived values that transform every visit into a memory worth returning for.
Measured Growth. Emotional Connection.
In precisely 110 days, TWS Branding delivered transformational results that demonstrate what's possible when strategic clarity meets disciplined execution. These aren't projections or aspirations — they're documented outcomes that fundamentally altered Under Der Linden's trajectory.
200–300% Growth Across All Channels
Reach, engagement, impressions, and link clicks all experienced triple-digit percentage increases. Every meaningful metric moved in the right direction, simultaneously.
140K+ Organic TikTok Views
From a dormant account to a thriving platform, powered entirely by authentic storytelling and strategic content calendar planning.
20% Creator Attendance Rate
Nearly double industry benchmarks, achieved through personalised outreach and genuine relationship building rather than mass invitations.
Record Bookings & Event Enquiries
Operational capacity now the limiting factor rather than demand, with event pipeline extending into Q2 2026.
A New F&B Category: Pet-Inclusive Dining
Beyond metrics, we've established Under Der Linden as the definitive example of how hospitality brands can authentically serve modern families.
"The most meaningful transformation wasn't in the numbers — it was in how Under Der Linden now shows up in the world. Confident. Clear. Connected to what makes it irreplaceable."
Partnership Invitation
This case study represents a single engagement, but the methodology is replicable: strategic clarity, creative excellence, and measurable outcomes.
If your hospitality brand possesses something special that the market hasn't yet discovered — if you're ready to transform quiet potential into commanding presence — let's begin a conversation.
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