Char House

A premium steakhouse launched with momentum before the doors even opened.

Char House entered the Toowoomba market with no existing brand equity and a clear ambition: to become the region’s most anticipated new dining destination. RSM built the brand, campaign and digital launch strategy from the ground up, turning intrigue into bookings, and a new venue into a local talking point.

From brand naming and identity to website copy, content production, social media, email marketing and influencer coordination, our team delivered an end-to-end hospitality launch campaign designed to feel as premium as the dining experience itself. Every touchpoint was intentionally sequenced, from the teaser campaign and waitlist strategy through to cinematic reveal content, opening night coverage and post-launch social media momentum.

The strategy was simple: build anticipation first, then convert it.

Key project outcomes include:
720-person waitlist generated within just seven days of launching the campaign.
30% conversion rate achieved during the exclusive pre-opening booking window.
Four weekends fully booked before Char House officially opened its doors.
583,000+ social video views generated across the launch campaign.
3,000+ new followers gained before opening, building a strong digital audience.
12.37% ad click-through rate, demonstrating strong campaign interest and intent.
$0.07 cost per click achieved across paid digital advertising activity.

Before a single dish was served, Char House was already on the map.

Testimonial

Working with Round Square Marketing has been one of the strongest business decisions I’ve made. After the incredible success of the Loulaki brand launch and campaign, re-engaging the team to build, launch and promote Char House was an easy choice.

RSM delivered our brand from scratch, name, identity, tagline, website, creative direction, content, social media, and a full launch campaign. What they produced exceeded every expectation. The creativity, professionalism and strategic thinking behind the Char House launch generated extraordinary results: a 720-person waitlist in one week, four fully booked weekends before we even opened, and continuous community excitement and momentum.

Their cinematic storytelling, influencer strategy and digital execution placed Char House on the map before a single dish was served. The campaign reflected the exact brand and dining experience we wanted to bring to Toowoomba. Most importantly, RSM feel like true partners, responsive, invested and committed to our success. Because of the results they achieved for both Loulaki and Char House, we have engaged them for our ongoing digital marketing across both venues. I couldn’t recommend their team more highly.

Penny Hely
Director, Char House