Viral Entrepreneurship: How IDK Philly Restaurant Uses Tech & Social Media Trends to Grow Business

Not your average chicken and burger joint

Tucked in the heart of Philadelphia, IDK Philly is anything but your typical fast-food joint. Known for its mouthwatering Nashville hot chicken and smash burgers, this eatery has captured the hearts of locals and visitors alike, quickly amassing a following of over 15,000 on Instagram. Behind the scenes, owner Reda Iabbakh balances creativity with operational efficiency, leveraging Otter’s multichannel Point of Sale (POS) system to simplify daily restaurant challenges and keep the business running smoothly.

A unique vision and a viral start

12 years ago, Reda started working at a bodega, making cheesesteaks and classic hoagies. “That was my first time being in the restaurant industry,” he shared. “And then little by little, I graduated into doing content for other restaurants in the area. One of my close friends opened up a restaurant, and I made an Instagram video for him that gained 17,000 views in one night.” This viral moment sparked an exciting realization for Reda about the power of social media. He started working with different restaurants, shooting videos for them, and absorbing all the ins and outs of the industry like a sponge. “Wherever you put me, if I can see it, I believe I can do it basically. So I started learning the business.”

As time went on, the opportunity to open up his own restaurant came to fruition and there was no looking back. “I initially intended to focus on fried chicken, but after a late-night TikTok scroll, the concept expanded to include smash burgers,” he recalls. “From there, the idea of IDK Philly took off.”

The name “IDK” (short for “I Don’t Know”) is a playful nod to the unpredictability of the restaurant’s offerings. “Me and my business partner were brainstorming names at four in the morning. I hit a creative block and was like, ‘IDK!’ Then I realized that was the answer, IDK. IDK Philly. A spontaneous restaurant concept with an unexpected marketing strategy that’ll have customers flocking in to find out ‘what’s next’ on the menu.”

Set up for success: the Otter restaurant solution

IDK Philly saw a rapid rise in popularity with help from viral moments on Instagram and TikTok. “I post seven times a week and go viral at least once weekly. I keep trying to tell everyone I know who runs a restaurant, just make the content! What do you have to lose?” 

With a rapid rise in popularity, came a rapid rise in customers, orders, and complexities.
Reda had seen other restaurants struggle to keep up with demands like these, juggling multiple tablets, missing orders, long wait times, and being short staffed. From the beginning, he knew he needed tech that could keep up with the modern demands and allow his business to scale – which is why he chose Otter from day one. 

“Otter allows me to manage everything from one system—we can do menu and pricing updates, online ordering management, in-store order entry through the POS, Kiosk ordering. All from Otter.” One of his favorite features is Otter’s streamlined menu editing, which lets him make updates across all channels in seconds. “Updating my menus across channels is as easy as 1-2-3 with Otter.”

The Otter Kiosk system also played a pivotal role in IDK Philly’s decision to partner with Otter, offering customers a seamless way to order on their own and keep line sizes down while driving higher sales. “When our customers use the kiosk, they keep adding, adding, and adding, to their orders. In my mind, I feel like they don't have anybody judging them on what they're getting so they just add more and it bumps the sales up. We’ve seen upselling with the Otter kiosks for sure.”

Adapting with the times & looking to the future 

“Having everything in one place with Otter helps the team handle all the orders and provide a consistent experience for our customers—even during peak times. Otter is very user friendly. Anyone new that we hire, they learn the system fast cause it’s so simple to use. You don't have the headache of trying to teach somebody for hours.”

For IDK Philly, Otter is more than just a POS system; it’s a partner that grows alongside his business. “Otter’s system keeps us innovative and makes our daily operations a breeze. I recommend Otter to any restaurant looking to simplify their processes.”

With plans to open four to five more locations in the coming year, Reda remains optimistic about the future. “I’m confident that IDK Philly will soon be the go-to spot for smash burgers on the East Coast,” he says. And with Otter by his side, expansion feels more attainable than ever.

Balancing commitment, creativity, and advanced technology

IDK Philly’s story is a testament to the power of creativity, hard work, and the right tools. With Otter, Reda has the freedom to focus on what he does best—creating unforgettable dining experiences and playing a key role in his community. Whether it’s through viral marketing or efficient POS management, IDK Philly is ready to reach new heights.

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