SushiRoom: 1,132 enquiries and a bet on the returning guest
We rebuilt the strategy around the main revenue source in the restaurant business — the returning guest. Result: 1,132 enquiries and 1,326 new followers. The partnership is ongoing.
Get a consultationThe ads were working, without chasing the illusion of measurable ROAS
The ads were already running and visibly so: enquiry campaigns performed significantly better than sales through the website. The task was to extract the maximum from this — but without the illusion of directly measurable ROAS.
Increase performance where a single order is hard to track
Increase ad performance — in an environment where a single order is hard to track, while the real revenue is tied to returning guests.
What we did and why
A bet on the returning guest as the main revenue source
In the restaurant business a single order rarely pays back its acquisition cost — the money comes from the guest who returns. That is why we built the strategy around retention rather than one-off conversion.
Separate retargeting audiences
Bringing back people who have already engaged with the brand is cheaper and more effective than searching for new audiences — retargeting is aimed precisely at the repeat visit.
Warm, lookalike and cold — optimisation based on tests
Audiences of different "temperatures" require different offers; we made decisions based on test results rather than intuition and scaled the ones delivering enquiries at a lower cost.
Metrics over the period
In the restaurant business, chasing measurable ROAS from a single order is a way of fooling yourself. Here the revenue lies in repeat visits; a strategy built honestly on that basis is more reliable than embellished reports.
Do you run a restaurant business and don't know whether the advertising pays for itself?
We will build an honest strategy around the returning guest — without embellished numbers, based on real enquiries. Leave your name and number — we'll review your situation free of charge.