Chicago, Illinois
CHI12:00 PM
In December 2025, the Shorty’s Instagram account saw 1.5K total views. Since the “Big News” campaign, Shorty’s has earned 1,070,254 organic views from other people’s posts. That’s about 134,000 views a month, every month, for eight months. We built the launch. Chicago’s food creators did the rest.
The spark
Shorty’s had a loyal crowd and a burger people talked about. Chef Matt Skolarus had run 173 pop-ups before landing a home inside Desert Hawk Bar in Wicker Park. What the account needed was a reason for new people to watch.
So we treated the opening like breaking news. An ominous whiteboard countdown in the kitchen. A caption promising “Big News” was coming soon. Forty-six posts in a month, mostly reels. Views went from 1.5K in December to 26K in January.
The posts
Seven teasers counting down, the announcement, and the food once the doors were open. Tap any tile to watch it on Instagram. Counts are as of March 2026.
On February 4, one black card read “It’s Time.” It drew 15,660 views and 175 shares. In the 30 days after, the account did 82.9K views and gained 245 followers. Then the doors opened, and the burger did the talking.
The tipping point
“Big News” had the right people watching. Six weeks of teasers put Shorty’s in front of Chicago’s food creators before the doors even opened.
In launch week, @realsergelato posted “Insane new burger and wings spot in Wicker Park.” It drew 177,577 views. Days later, @foodwithfoxcito, who had been messaging Shorty for years trying to lock in this burger, finally got it on camera: 142,501 views.
The wave
It didn’t stop at launch week. Every month from March to October, someone new came in with a camera.
Serge brought @tommyjoochoi, who called it “one of the most addictive smash burgers in Chicago” and drew 117,089 views. @super_goode and @yuckingitup followed. Shorty’s showed up at burger battles at Marz Brewing and Maria’s, and at Foodsprung’s Smash Sesh. Some creators came back two and three times.
1,070,254 views on creator posts, Feb–Oct 2026, by month posted
The outliers
The biggest post about Shorty’s wasn’t a collab. @danielromeohh tagged Shorty’s in May and drew 236,295 views and 6,201 likes.
Then there’s @isaacvsfood1. He had 2,192 followers when he posted in August. His reel drew 135,942 views, 62 times his following. Great content travels, and so does a great burger.
The press
The Infatuation reviewed Shorty’s on April 8. Six days later it gave Shorty’s its own post: “173 pop-ups later, Shorty’s found a home.” Shorty’s now sits in its Best Burgers in Chicago and Best Chicken Wings guides.
Why it worked
A cheese skirt that hangs off the bun gets people to pick up a phone. The food did half the work.
“Big News” gave creators a story with a deadline. They wanted to be first.
Clean photos, a clear handle and a launch everyone had seen. Creators knew who to tag.
In the chef’s words
“The content itself was dope and super original; it took off almost immediately.”
The record
| Creator | Posted | Type | Views |
|---|---|---|---|
| @danielromeohh | May 9 | Tag | 236,295 |
| @realsergelato | Mar 19 | Collab | 177,577 |
| @foodwithfoxcito | Mar 24 | Collab | 142,501 |
| @isaacvsfood1 | Aug 24 | Collab | 135,942 |
| @tommyjoochoi | Apr 6 | Collab | 117,089 |
| @super_goode | Jul 24 | Collab | 54,017 |
| @yuckingitup | Mar 21 | Collab | 45,154 |
| @yooni.kimi | Sep 29 | Tag | 42,786 |
| @jordan_winegar2 reels | May 3–5 | Tag | 22,633 |
| @windycityburgersocialclub3 reels | Mar–Jul | Tag | 17,986 |
| @chilakhiles3 reels | Apr–Aug | Tag | 16,588 |
| @sergegolota_realestate | Mar 17 | Tag | 15,622 |
| @windycityburgerreviews | Jun 16 | Tag | 12,392 |
| @arlie14 | Jul 27 | Tag | 9,101 |
| @foodsprung3 reels | June | Tag | 6,537 |
| @foodisyourbudi | Jun 7 | Tag | 3,242 |
| @elpotato12ontiktok | Mar 15 | Tag | 2,816 |
| @truliesproof | Jun 9 | Tag | 2,465 |
| @yumwalla | Mar 7 | Collab | 2,436 |
| @morethansupper | Apr 29 | Tag | 2,388 |
| @nanaeatseverything | Jun 10 | Tag | 1,849 |
| @burgersundaychi | Apr 19 | Tag | 1,255 |
| @dinnerwithnea | Jun 5 | Tag | 752 |
| @yumthebestever | Feb 14 | Tag | 628 |
| @vybraonline | Oct 20 | Tag | 203 |
Photo posts from @infatuation_chi, @mattversusfood, @redheaded.foodie, @i.am.kerissakaye and @thomaspoovathur also featured Shorty’s. Photos carry no view count.
Left out on purpose: posts by Shorty’s own team, Desert Hawk and The Object Group, and event posts that only tagged Desert Hawk’s room (skate shows, art nights, a wedding).