137 Degrees is already a warm, inviting spot with a loyal crowd. The opportunity is not to start over. It is to make sure the rest of Malta knows you exist, keep regulars coming back more often, and build a presence online and in the real world that actually reflects the quality inside.
"137°F is considered an ideal, safe, and highly pleasurable temperature for the first sip of coffee." That is not just a number. It is a promise.
People who choose their café with intention. They eat with their eyes first, quality and presentation are non-negotiable. They share what they discover, and one post becomes ten new visitors.
Remote workers looking for their third place. Good Wi-Fi, great coffee, a calm atmosphere. They become regulars, and regulars become your most powerful word-of-mouth channel.
The café is good. The social presence does not show that yet. Closing this gap is where the biggest growth is hiding, and it is very fixable.
The feed lacks a cohesive palette and structure. The quality inside the café deserves to be reflected online, and right now it is not.
The profile photo and bio do not yet tell the 137 Degrees story. A stranger scrolling past has no reason to stop, follow, or visit.
Posts happen but without a clear strategy. No recurring pillars, no hooks, no reason for someone to come back to the page or to the café.
There is no paid presence, no physical marketing push, no local press coverage. A large portion of nearby potential customers simply do not know you are there.
Every post belongs to one of three pillars. This keeps the feed cohesive, purposeful and always on-brand.
Food is your product. Make people hungry before they arrive.
People do not follow cafés. They follow places they feel part of.
Relatability drives reach. Humour earns shares and new followers.
Three curated highlight covers, always visible, always on-brand. A first-time visitor understands 137 Degrees within seconds.
A discount or stamp bonus for customers who visit between 7 and 10am. It creates a morning ritual, drives foot traffic during off-peak hours, and gives the team a story worth sharing on social.
Five coffees for a fixed price, valid for the week. The time limit creates urgency. The bundle creates commitment. Subscribers become regulars, and regulars become your most powerful word-of-mouth channel.
Turn one-time visitors into regulars. Every comment, share and save is a micro-endorsement that brings the next customer through the door.
Make existing customers spend more and come back more often. The 7am Club, subscriptions and events turn casual visitors into genuine regulars.
Get in front of people who do not know you yet. Paid ads, billboards, press coverage and influencer partnerships expand the radius of who discovers 137 Degrees.
Some things need to happen this week. Others need a budget conversation first. This plan is organised around what matters most, so nothing urgent gets buried under something that can wait.
No budget needed. These are fixes you can make today that will immediately improve how the brand looks to anyone who finds it.
Things that need a small budget or a few days of production time, but deliver fast, visible results.
These need coordination between digital and physical channels. They are the initiatives that drive new customers in, not just keep existing ones happy.
Set these up once and they compound over time. These are the things that turn a good month into a good year.
Four weeks of posts, carousels and reels across all three content pillars. Select a week below to explore the full content brief and reel scripts.
Overhead flat-lay on a clean surface: espresso, croissant, morning light coming from the left. Tight composition, no clutter. The plate and cup should be the brand's own.
"137 degrees. Not too hot, not too cool. Just right. Come in before ten and start your morning the way it deserves."
Five slides. Slide one: the café name on a clean green background. Slide two: coffee of the week with name and short description. Slide three: food special, styled shot. Slide four: the remote work setup, laptop and coffee. Slide five: call to action with address.
"What is waiting for you this week. Swipe through."
Four short scenes shot inside and just outside the café. Handheld, natural light, casual feel. Text overlays in a clean sans-serif. Audio: something quiet and warm, ideally trending at the time of posting.
"Some things just take one try. We will see you tomorrow."
Keep it unscripted and genuine. The reaction in scene three should be real. Do not reshoot it to be perfect.
Side angle shot. Person at a table with a laptop open, latte on the side, natural window light. The background should be softly out of focus but recognisably the café.
"Some days the best office in Malta is the table by the window. Wi-Fi included."
Four slides, typographic. Slide one: large "137" on green background. Slide two: "137 degrees Fahrenheit is the ideal temperature for the first sip of coffee." Slide three: "That is the standard we hold every cup to." Slide four: "Every. Single. One. Come taste the difference." with address.
"There is a reason behind the name. Swipe to find out."
No dialogue. Pure visual sequence. Film everything in slow motion where possible. Warm tones, close focus. No text overlays until the end. Lo-fi or ambient audio.
"Every morning. Every cup. 137 Degrees."
No voiceover. No text until the final frame. Let the food do the talking.
The café in morning light. Either the exterior before the rush, or an interior shot with golden early light coming through the windows. Minimal people if any. The space itself is the subject.
"The best hours are the quiet ones. Something is coming for the early risers. Watch this space."
Five lifestyle slides, each one a different moment. Morning coffee close-up. Person reading with a flat white. Two friends laughing over food. Laptop and latte from above. Final slide: the café name and address on a clean background.
"Whatever your week is throwing at you, we have a table waiting."
The barista is the anchor. They face the camera between each customer scene. Customers should be staff or willing regulars, not strangers. Keep it light, warm and very Maltese. Subtitle every line.
"We hear everything. Absolutely everything."
The humour should feel like it comes from the team, not from an agency. If a line does not feel natural to say, cut it.
Barista hands on the espresso machine. Steam wand in action. Tight crop, focus on the craft. This is about credibility. The shot should feel like a behind-the-scenes window into quality.
"It starts here. Every cup, every morning, made to order and made properly."
Five slides, brand colours throughout. Slide one: "You asked for a reason to wake up earlier." Slide two: "Meet the 7am Club." Slide three: the offer details, coffee and bonus for early birds, 7 to 10am. Slide four: "Every morning. Monday to Friday." Slide five: "See you at 7." with address and a note that it starts on a specific date.
"Rise and get rewarded. The 7am Club starts this week. Details in bio."
Documentary style. No staging, just real moments. Golden hour if possible. People reading, talking, working. The barista smiling at a regular. A cup sliding across the counter. End on the exterior, the sign, the street. No text overlays until the very end. 30 to 35 seconds. Let the music carry it.
"This is what we are. Come and be part of it."
Do not direct this one. Walk through the café on a normal morning and film what you see. The best version of this reel is honest, not polished.
Eight stamps for one free coffee. Every card is a physical reminder to return and a reason to bring a friend.
Physical
Every takeaway coffee becomes a moving advertisement. Logo, social handle and a QR code on every single cup.
Physical
Double-sided. Seasonal menu on the front. 7am Club and subscription offer on the back. Distributed across nearby towns.
Physical
A two-week outdoor campaign on digital screens across Malta. High-footfall areas. Fast, wide local awareness.
OOH
A monthly email newsletter. New menu items, behind-the-scenes stories and exclusive offers for subscribers only.
Email
Monthly in-café events: late-night work sessions, coffee tastings, local artist collaborations. Each one generates a week of content.
Experiential
A pitch to Lovin Malta and the Malta Independent food section. Earned media carries more trust than any paid campaign.
PR
Seasonal gift cards for Christmas, Valentine's Day and birthdays. A new revenue stream that also brings new customers through the door.
PhysicalThis document gives 137 Degrees everything it needs to move forward with clarity — a defined audience, a content strategy, a full month of planned posts, and a phased action plan ordered by what matters most.
What it does not do is execute. That is where Redorange comes in. We handle every element of this plan on your behalf so you stay focused on the coffee, and we handle the rest.
This strategy puts QR codes on cup sleeves, loyalty cards, table tents, flyers, and a digital billboard. Every single one of them needs somewhere to send people. Right now, without a dedicated page, they lead to an Instagram profile — a dead end for someone who just wants the menu, the opening hours, or a reason to come back.
A focused 1-page website changes that entirely. The menu, the story behind the name, the 7am Club details, opening hours, and a link to follow on Instagram — all in one place, built for mobile, loaded in under two seconds. One scan, one page, one decision made.
It is the build that makes every other investment in this plan work harder. Every printed asset already in motion becomes a conversion rather than a curiosity.
Professional on-location photography every month. Food, atmosphere, and people — every image consistent, on-brand, and built to stop the scroll. Delivered as a ready-to-use content bank.
High ImpactShort-form video for Instagram Reels and TikTok. The Hot Takes pillar fully produced each month — scripted, shot on location, and edited to platform-native dimensions.
High ReachTargeted Meta campaigns built to drive real foot traffic. Local awareness ads, offer promotions and event boosts — all optimised weekly and reported monthly with clear attribution.
Revenue DriverA clear, plain-English report every month showing exactly what worked, what did not, and what the next 30 days should focus on. No spreadsheets, no guesswork.
StrategicEnd-to-end management of Malta-based micro-influencer campaigns. We brief, book, and review — you approve the final content. Audiences matched precisely to your two target groups.
Brand Awareness