Asian‑inspired, health‑focused quick‑service and grocery brand, itsu, has appointed Serendipity International as its digital marketing agency for retail. The partnership marks a significant step in the brand’s next phase of growth across the UK.
itsu’s bold and ambitious vision to make healthy, affordable food accessible to more people is at the core of Serendipity International’s data-led, performance-driven digital strategy. Together, the teams will develop a digital strategy designed to strengthen brand presence, drive retail and online sales, and create clearer connections between digital engagement and real-world commercial performance.
Serendipity International will deliver an integrated digital approach spanning SEO, content, paid media and advanced measurement. The strategy includes technical SEO audits, content and search strategy development, and optimisation across key retail and local discovery platforms.
Central to the strategy will be the implementation of innovative measurement frameworks that better link online activity with in-store behaviour and retail performance. These insights will help itsu understand and optimise a complex customer journey that spans digital, physical locations and grocery retail.
Founded by Julian Metcalfe, itsu has built its reputation on quality, honesty and the belief that nutritious, quality food should not be reserved for a few. As the brand continues to expand its restaurant estate and retail footprint across the UK, it remains focused on delivering fresh, thoughtfully sourced food at accessible prices without losing the human warmth at the heart of hospitality.
Serendipity International’s digital strategy reflects these values. The focus will be on creating meaningful, long-term connections with customers supporting discovery, convenience and trust, while respecting the balance between technology and human interaction that itsu continues to champion.
Over the coming months, Serendipity International will roll out a test-and-learn programme across paid and organic channels, establishing clear performance benchmarks and identifying growth opportunities. This flexible, insight-led approach will allow for rapid optimisation, ensuring digital investment delivers measurable impact while supporting itsu’s wider brand and commercial goals.
As itsu continues its journey towards becoming a global leader in healthy fast food, the partnership with Serendipity International represents a strategic collaboration designed to support sustainable growth, sharpen retail performance, and keep the customer experience front and centre.