Name: Viral videos drive Aussie seafood chain’s rapid growth
Uploaded: 2025-12-19T20:41:01.442Z
Duration: 2 min 28 s
Description: With more than 5-million followers across social media, Kickin’Inn has emerged as one of Australia’s most talked-about brands online. The seafood restaurant chain says its customer-led content strategy is driving full venues at home and fuelling its push into overseas markets.

With more than 5-million followers across social media, Kickin’Inn has emerged as one of Australia’s most talked-about brands online. The seafood restaurant chain says its customer-led content strategy is driving full venues at home and fuelling its push into overseas markets.

Kickin' In, a seafood restaurant chain in Australia, has experienced rapid growth fueled by viral social media videos and a strong online presence. The company, founded seven years ago, now boasts 30 outlets and over five million followers across social media platforms, with customer-generated videos amassing more than a quarter of a billion views globally.

Co-founders Ravi Singh and Sammy Karas attribute their success to a focus on customer experience and community engagement, both in their restaurants and online. The brand plans to expand into Asia and New Zealand, aiming to open 75 restaurants by 2030 while maintaining a consistent and enjoyable experience for customers.

Viral videos drive Aussie seafood chain’s rapid growth

With its sumptuous servings of seafood and bright Cajun sauces, Kickin' In is not just one of Australia's most successful restaurant chains, but a homegrown Aussie social media sensation. People love us on social media. With smartphones in hand on any given day or night of the week, Kickin' In diners flock to the restaurant's 30 outlets to snap and share video of what's become known online as the Kickin' In Poor. We have about five million followers on all the social media platforms. For a company so little seven years old to have that many followers, this is outstanding. For Kickin' In co-founders Ravi Singh and Sammy Karas, the success of the brand online has been a huge driver of its success in suburbs right around the country. When we're opening a restaurant, the restaurant gets filled in the first night. Customers are following Kickin' In and it makes me very happy that people actually know us. It's gone viral. According to digital marketing and branding expert Amani Yusuf, the Kickin' In Poor has all the right ingredients for social media success. It's dramatic. It's theatre. It's fun. And that's become their signature and I think that's the, they're the viral moments that we see people love. With estimates Australian businesses now invest more than $5 billion each year on digital and social media marketing, she warns brands battling to win over online eyeballs in the social media world not to take their eyes off the customer experience in the real world too. Usually a lot of businesses in this space don't really build on community or focus on their customer within their socials but I think Kickin' In does it well because everything is about the customer. Seeing customers come in, enjoy themselves, put the gloves on, get dirty. It's all about creating fun, engaging content. As Australian Kickin' In customers' videos clock up more than a quarter of a billion views by hungry seafood scrollers around the world, founders Ravi and Sammy say the business will soon open restaurants for fans of the brand in Asia and in New Zealand too. What they see on social media, on the digital side of things, they will experience exactly the same in our restaurant. We're aiming to open 75 restaurants by 2030. So when the customer walks out, they've got a big smile on the face and they want to come back again. This is the reason why we've got five million and more followers of our brand.

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