BABADABBA
PLANT-BASED · DÖNER · GOING WORLDWIDE · HYDERABAD 2026 ·
Partner Brief — Confidential — BabaDabba

GOINGWORLDWIDE.

The Campaign

A social-media launch machine that never stops — WhatsApp tribes, Reels, influencer seeding, day-one delivery. Built to go viral, on repeat, in every market.

The Movement

Not advertising — a community that makes its own noise. Fans create the content and the rituals. This is how a brand becomes loved, not just known.

GOING WORLDWIDEGOING WORLDWIDEGOING WORLDWIDEGOING WORLDWIDEGOING WORLDWIDEGOING WORLDWIDEGOING WORLDWIDEGOING WORLDWIDE
01 / 07The Campaign — Social Media Bomb

A MACHINETHAT NEVERSTOPS.

Every product is a “Bombe” — detonated through one fixed, repeatable pipeline. Build it once, fire it forever.

post #01
post #02
post #03
post #04
1
Trigger

R&D finalised & approved → logged in Odoo (“die Bombe eingetragen”) with recipe, cost & price.

2
Templated kit

Pre-built portrait + landscape frames. Swap photo, pump text. POS, menu, flyer, table-tent, post, video.

3
Content cell

A 2-person AI cell — data + graphics/video, ~1–2 hrs/day. Also makes the build-in-public content.

4
Synced drop

Material ships → outlet shoots & posts → staff trained → sales signals order → outlet rhythm: combos, testers.

5
Never stop

A monthly hero + seasonal actions that never pause. The cadence holds the country. It is the tribe's ritual.

Take the drumbeat away and nothing is left. The cadence is the moat — not any single product.
NEVER STOPNEVER STOPNEVER STOPNEVER STOPNEVER STOPNEVER STOPNEVER STOPNEVER STOP
02 / 07The Reach — Worldwide

THE FUEL ISALREADY THERE.

500M+ social users in 2026 — roughly a third of the country. The discipline isn't reach. It's depth-first seeding.

WhatsApp communities
Primary grassroots tribe
2B+
users globally — the #1 messaging platform
Instagram Reels
Discovery & virality
~2B
IG users worldwide · Reels dominate discovery
Delivery apps
Day-one transactions
Per market
Deliveroo · Uber Eats · Wolt · the major platforms
Influencer seeding
Tribe ignition
High-trust
Selective seeding over paid spray — value over volume

Sources — NapoleonCat / GrabOn / Meltwater / IIDE, 2025–26

03 / 07The Iconic Brand Doctrine

THE SOUL,OPERATIONALISED.

Six moves that turn a brand into a movement — each mapped onto data we already have. We don't out-shout the market. We out-care it.

01

Name the gap

The market has an opening — low-trust stalls, tired and impersonal fast food. We don't push against it; we win it with kindness, by simply out-caring everyone. Defined by what we lovingly do better.

02

Build a cult, not a customer base

WhatsApp communities and influencer seeding don't sell — they serve members. The never-stop drumbeat becomes the tribe's rituals. Fans make the content.

03

Be imperfectly iconic

The messy R&D is the asset: the bread-freezing trials, the “salad too mushy” feedback. Build in public. The struggle is the content — it makes us human.

04

Infuse the founder's passion

A decade across food, tech & sustainability in Bali — the lived “why” behind good for guest, team & earth. Talk the why, not the what.

05

A warm challenger voice

Quirky, self-deprecating, playful and rule-bending — the emotional opposite of polished corporate QSR. Next: lock a one-page tone-of-voice spec before launch.

06

Value over volume

Narrow → loyal → organic authority. Go deep in one local community before going wide. High-value content beats spray-and-pray.

04 / 07The Outlook — reach & possible success
0locations.
in ten years.
Pilot
Bali — pilot week
City
Own one community, deep
Country
Regional scale, supply-led
World
Global. Bali first.

Is a curve like that real?Mixue is the proof it isn't fantasy.

~60,000
Mixue stores by end of 2025
+37 / day
net new stores in 2025
> McDonald's
largest chain by unit count
1 stand
where it began — 1997

If a cheap-cone ice-cream brand can reach 60,000 outlets from a single stand, 10,000 plant-based döner locations in a decade is a dream with a precedent — not a delusion. China Daily / EqualOcean / Fortune, 2025–26

BabaDabba — going worldwide
Bali → the world
05 / 07The Numbers — phasing & credibility

AMBITIOUS —NOT UNHINGED.

Phase 0
Bali pilot

From wk 2026-05-21. Go deep, value over volume. Own one city's community. Validate the Bomb engine + tribe rituals on the ground.

Phase 1
Regional scale

Mixue S2B2C supply-led economics — revenue from supplying franchisees & central production, not franchise-fee extraction.

Phase 2
Worldwide

Replicate the per-market seeding template. A global brand, with the pilot as the first market.

Why the dream holds up — 2026 research
~$775B

global fast-food market, 2025 — double-digit growth

Fortune Business Insights
~$25B

global plant-based food market, 2025 · double-digit CAGR

IMARC / industry
~70%

of transactions digital at leading chains

Mordor Intelligence

A large, fast, digital-first market + a growing plant-based wedge + a proven supply-led viral model = the 10K dream is ambitious, not unhinged.

06 / 07The Proof of Work

A YEAR OF WORK —INDEXED, NOT SCATTERED.

Everything already amassed, in one place. The canonical written source lives in the Obsidian vault; this deck mirrors it.

Strategic thesis
Bali · Mixue · channels — Claude project memory
Social Media Bomb mechanics
10-Dec product-integration voice transcript
Brand brainstorm
Oct-7 transcript + audio
Brand video & logo
babadabba.mp4 · BabaDabba Logo SEP 2025
Pitch decks + P&L
Sept-2025 & Jun-2025 decks · kebab P&L forecast
Operational foundation
Planties & Kebaba Overview · QSR Brainstorm · GWF Growth
Franchise / supply model
Planties Express Plan · Mixue S2B2C model
Odoo project data
“Opening Location” — 54 tasks · 11-stage pipeline
07 / 07Open Questions / Next Actions

WHERE THE NEXTSESSION STARTS.

01Paid-ad budget & split — vs. the value-over-volume, organic-first stance
02Influencer contracts & terms for pilot-city seeding
03Pilot-city localisation — menu, pricing, positioning, language
04Content-cell staffing — the 2-person AI cell: who & tooling
05One-page tone-of-voice spec sign-off — gate before launch content
06Day-by-day pilot-week launch calendar — separate deliverable

That's the how. Want the numbers behind it?

See the business case →
Canonical source — BabaDabba: Going WorldwideObsidian vault → Projects/ · this deck mirrors it