Week 1
Goal: Build Awareness · 9 posts this week
Caption — English
Some stories don't start with a menu. They start with a moment. Ours started in a kitchen in Doha.
Caption — Arabic
بعض القصص لا تبدأ من القائمة — تبدأ من لحظة. قصتنا بدأت في مطبخ في الدوحة.
📷 Visual Direction
Founder's hands preparing something at a kitchen counter. Natural morning light. Warm, muted edit. No props. Overhead at 45 degrees. Let the texture carry the image.
🎨 Design Notes
No text overlay. Let the visual breathe. Brand watermark bottom-right — small, white, low opacity.
Caption — English
Before the doors open, this is what it looks like.
Caption — Arabic
قبل ما تنفتح الأبواب، هذا اللي يصير.
📷 Visual Direction
iPhone handheld, no stabiliser. Kitchen morning prep — chopping, plating, steam rising. Fast cuts, early light.
🎬 Reel Script
HOOK: Empty dining room, chairs still up. Text overlay: "Before the guests arrive..."
MIDDLE: Kitchen prep in fast cuts — hands moving, bread in oven, sauce being stirred.
CTA: Final frame — first guest walking in. "We open at 12. Book via link in bio."
Caption — English
The dish we've been making since the first week. It hasn't changed. Neither has the reaction.
Caption — Arabic
الطبق اللي نسويه من أول أسبوع. ما تغير. ولا ردة الفعل عليه.
📷 Visual Direction
Hero dish, overhead shot. Dark textured surface. Single dramatic light source from top-left. Cinematic, warm. No text on image.
🎨 Design Notes
No overlay. The dish is the story.
Caption — English
The best restaurants in Doha don't need to tell you they're good. You feel it the moment you sit down.
Caption — Arabic
أحسن مطاعم الدوحة ما تحتاج تقول إنها زينة. تحسها من أول ما تجلس.
📷 Visual Direction
Clean table setting, warm ambient light. Empty seats — the anticipation before service begins.
🎨 Design Notes
No overlay. Max 3 hashtags on X.
Caption — English
Why we opened in Doha and not anywhere else. A 60-second honest answer.
Caption — Arabic
ليش فتحنا في الدوحة وما اخترنا غيرها. جواب صادق في دقيقة.
📷 Camera Setup
Founder to camera. Tripod at eye level. Restaurant interior background — soft focus. Natural warm light. Smart casual clothing. No ring light — feel authentic not polished.
🎙 Speaking Script
HOOK: "People always ask me why Doha. And honestly the answer is simple."
WHAT TO SAY:
— Doha has every kind of person living in it — Qataris, Arabs, expats from everywhere
— That mix means you have to cook and communicate for all of them at once
— That challenge is exactly what excited us
— We didn't want easy. We wanted interesting.
HOW TO DELIVER: Calm, direct, genuine. Like you're telling a friend. No script energy.
CLOSING LINE: "So that's why Doha. Because nowhere else would have made us better."
CTA: "Follow to see how it's going."
Caption — English
We opened our doors in Doha two years ago with one belief: good food should feel like it was made for you, not at you. Here's to the guests who understood that from day one.
Caption — Arabic
فتحنا أبوابنا في الدوحة قبل سنتين بإيمان واحد: الأكل الزين لازم يحسسك إنه مسوّى لك. للضيوف اللي فهموا هذا من اليوم الأول.
📷 Visual Direction
Founder or team portrait — relaxed, mid-conversation, not posed. Behind the pass or kitchen. Shallow depth of field. Warm natural light.
🎨 Design Notes
No overlay. LinkedIn responds to real faces over graphics. Clean square crop.
Caption — English
Friday brunch hits different when the prep starts at 6am. This is what we do before you arrive.
Caption — Arabic
بروتش الجمعة له طعم ثاني لما الاستعداد يبدأ الساعة ٦. هذا اللي نسويه قبل ما توصل.
📷 Visual Direction
Brunch prep Reel. Pastries being arranged, eggs being cracked, tables being set in golden morning light. Slow motion on key moments. Warm, beautiful, unhurried.
🎬 Reel Script
HOOK: Close-up clock showing 6:00am. Text: "Friday starts early here."
MIDDLE: Kitchen prep montage — each shot beautiful and deliberate. No talking.
CTA: Full brunch table, doors opening. "Friday brunch from 12. Reserve — link in bio."
Caption — English
The chef's face when Friday brunch service runs perfectly. We live for this.
Caption — Arabic
وجه الشيف لما خدمة بروتش الجمعة تمشي بالظبط. هذا اللي نعيش عشانه.
📷 Visual Direction
Candid team moment during Friday service. Raw iPhone footage. Fast energy, real reactions. This should feel like you're inside the kitchen, not watching a documentary about it.
🎬 Reel Script
HOOK: Hectic kitchen mid-service, team moving fast. No text needed.
MIDDLE: Quick cuts of service — plates going out, team communicating, food landing on tables.
CTA: Guest smiling as food arrives. "Friday is our favourite day. Book yours."
Caption — English
A restaurant that doesn't know its neighbourhood will never truly feed it.
Caption — Arabic
المطعم اللي ما يعرف حيّه، ما راح يقدر يطعمه صح.
📷 Visual Direction
Street view of the restaurant exterior or surrounding neighbourhood. Warm, golden hour light.
🎨 Design Notes
No overlay. Sharp observation — let it land clean. Max 3 hashtags.
Week 2
Goal: Drive Engagement · 9 posts this week
Caption — English
Our most-ordered dish this week. We won't say which one — but it involves truffle. Swipe and tag someone who deserves a table.
Caption — Arabic
الطبق الأكثر طلبًا هذا الأسبوع — ما بنقول أيه، بس فيه كمأة. سوايب ورشّح أحد يستاهل.
📷 Visual Direction
5-slide carousel. Overhead shots, dark surface, dramatic single top light. Consistent warm cinematic grade. No text on images.
🎨 Carousel Breakdown
Slide 1: All five dishes together — cover shot. "This week's favourites" small text, bottom left.
Slide 2-4: Individual dishes — name in small serif font, bottom right.
Slide 5: "Which one's yours? Reserve via link in bio."
Caption — English
How we plate the truffle dish. Every time. No shortcuts.
Caption — Arabic
كيف نحضّر طبق الكمأة. كل مرة. بدون اختصارات.
📷 Visual Direction
Close-up plating video. Chef's hands, deliberate movements, the final garnish. Slow motion on the truffle shaving. Dark kitchen aesthetic.
🎬 Reel Script
HOOK: Extreme close-up of truffle being shaved onto a dish. No text — the visual is the hook.
MIDDLE: Full plating sequence in real time. Let the sounds — the knife, the garnish — carry it.
CTA: Finished dish slid across the pass. "On the menu this week. Link in bio."
Caption — English
The table by the window. You know the one. Someone's always waiting for it.
Caption — Arabic
الطاولة اللي جنب الشباك. تعرفونها. دايمًا في أحد ينتظرها.
📷 Visual Direction
Shot from inside looking at the window table — couple or solo diner, soft afternoon light coming through. Candid, not posed. Warm and intimate.
🎨 Design Notes
No overlay. Human connection carries this one.
Caption — English
Midweek reminder: you don't need a reason to eat well. Just a table. We have those.
Caption — Arabic
تذكير منتصف الأسبوع: ما تحتاج سبب تاكل زين. بس طاولة. عندنا منها.
📷 Visual Direction
Simple beautifully set empty table. Afternoon light. Clean, elegant, unhurried.
🎨 Design Notes
No overlay. Max 3 hashtags on X.
Caption — English
New this week. We let the ingredients do the talking. Ask us what it is.
Caption — Arabic
جديد هذا الأسبوع. خلينا المكونات تتكلم. اسألونا شو هو.
📷 Visual Direction
New dish partially revealed — half the plate visible, shot tight. Creates curiosity without fully showing the dish. Dark moody background.
🎨 Design Notes
No overlay. The partial reveal IS the content.
Caption — English
The hardest part of running a restaurant in Doha isn't the food. It's understanding who you're cooking for on any given night — a Qatari family celebrating, a Western expat missing home, an Arab couple on a first date. Same kitchen. Three completely different conversations. We've been figuring that out for two years. Still learning.
Caption — Arabic
أصعب شيء في تشغيل مطعم بالدوحة مو الأكل. هو إنك تفهم لمن تطبخ كل ليلة — عيلة قطرية تحتفل، مقيم غربي يشتاق لبيته، زوجين عرب في أول موعد. نفس المطبخ. ثلاث محادثات مختلفة كليًا. نحاول نفهم هذا من سنتين. لا زلنا نتعلم.
📷 Visual Direction
Wide dining room shot showing a diverse mix of guests — different groups at different tables. Candid, warm light. Shows the beautiful diversity of Doha dining without staging it.
🎨 Design Notes
No overlay. LinkedIn long-form — the copy is the content.
Caption — English
Friday in Doha hits different when the food is right. We're ready when you are.
Caption — Arabic
الجمعة في الدوحة لها طعم مختلف حين يكون الأكل صح. جاهزين متى ما كنتوا جاهزين.
📷 Visual Direction
Friday brunch ambience Reel — guests arriving, glasses being filled, laughter, food landing on tables. Golden hour light. Slow motion on key moments. Candid not staged.
🎬 Reel Script
HOOK: Champagne glass being filled, slow motion. Text: "Friday done right."
MIDDLE: Brunch scene — food arriving, guests laughing, beautiful plates. Trending audio underneath.
CTA: Exterior shot, sun going down. "Book your table. Link in bio."
Caption — English
POV: You're on the team and Friday just started.
Caption — Arabic
من منظورك: أنت من الفريق والجمعة بدأت للتو.
📷 Visual Direction
POV camera style — from the team member's perspective walking through the kitchen, picking up plates, going out to the floor. Fast and immersive. No narration.
🎬 Reel Script
HOOK: POV entering through kitchen doors. Text: "POV: Friday service starts now."
MIDDLE: Continuous POV through kitchen and floor — picking up food, serving guests, back to kitchen.
CTA: POV looking back at a satisfied table. "Come be on this side of the table. Book via link."
Caption — English
The best thing about Doha's food scene in 2026: people here actually know good food. They've eaten everywhere. You can't fake it.
Caption — Arabic
أحسن شيء في مشهد الأكل بالدوحة ٢٠٢٦: الناس هنا يعرفون الأكل الزين فعلًا. أكلوا بكل مكان. ما ينفع تزيّف.
📷 Visual Direction
Close-up of a beautifully plated dish being photographed by a guest. Meta moment.
🎨 Design Notes
No overlay. Bold opinion — let it stand alone. Max 3 hashtags.
Weeks 3 & 4
Convert · Retain & Reward — same structure, 9 posts each week
Weeks 3 and 4 follow the same per-platform structure — Instagram 4x, TikTok 2x, LinkedIn 1x, X 2x. Week 3 shifts to conversion content: Ramadan iftar reservation posts, limited availability messaging, direct booking CTAs. Week 4 focuses on retention: guest appreciation, month recap, teasing what's coming next month. Full calendars include all 36 posts completely built.