Organic Marketing, after all, is still pretty great.
A lot of people may call it “Accidental Influencer/Marketing”, and others call it “Organic Marketing”—but the revival of the 57-year-old fast food chain shows that Filipinos are here for what is trending, for what is the buzz, and all everything that falls into the right places.
Childhood nostalgia
Tropical Hut was the king of burgers in the Philippines up until the early 1990s and people remember it by name or by taste. After the viral tweet that went really crazy, people are posting and remembering the times they spent in Tropical Hut—the memories, all of them.
One good example is the husband and wife Ralph Mendoza and Sam Potenciano who drove to Tropical Hut in Cubao while waiting for their film rolls to get developed.
Game changer
The trigger was because of J.P. Tanyag’s Tweet that he was the sole customer in Tropical Hut’s Escolta branch. The online post of the old exterior and his tray of burgers and fries unexpectedly became viral.
Tropical Hut in Escolta, ako lang ang customer nila. pic.twitter.com/Wl8VcuWT6c
— JP (@dumidyeypee) June 12, 2022
And now, tadah! A lot of people are expressing their gratitude with Tropical Hut’s rise again competing and being on the line with fast food giants. Viral tweets are also there, seeing that other branches can’t accommodate most of the dine-in customers because of the influx in deliveries via Grab Food.
Social Media Marketing
The power and impact of social media is on the rise. Imagine that with a simple tweet, many people are now invading different branches and we’re happy to know that.
That viral tweet was enough to make a lot of people crave for it. In fact, as of June 20, demand has been so high that select Tropical Hut items are now low on stocks and the brand is rushing to fulfill orders.
Tropical Hut’s resurgence is a living proof that organic marketing is one of the most effective ways to revive something so good most especially in this time of digital saturation and peak consumerism. People are more drawn into the aesthetically-pleasing ads, but nothing beats the original, word of mouth type of organic.
Conclusion
Tropical Hut started serving its burgers in 1965 in a coffee shop inside a supermarket, beating Jollibee and McDonald’s in offering fast food in the Philippines.
Truly underrated as many people will call it, for they offer sandwiches, toasts and omelet for breakfast, fruit and macaroni salad as sides, and spring chicken for those looking for bigger servings.
So, if you’re looking for a sign—check for some Twitterverse testimonials and live up to the hype and reminisce the good old times with this fast food chain.
