Promoting food delivery with Facebook Ads: ROAS 297.85% in 40 days

Developing an SMM strategy

Our company was contacted by an Asian restaurant that wanted to solve two problems with the help of targeted Facebook advertising: First, due to the war, the client stopped receiving orders through their website. Orders came only from regular customers. Therefore, the client's main goal is to start launching online delivery orders. Secondly, to increase the flow of visitors to their offline outlet, as the number of visits to the restaurant has decreased due to the war.

507,12 $

advertising campaign budget

173

of orders left on the website

4,33 $

average price per order

185,70 $

the value of abandoned orders

297,85%

ROAS (return on advertising)

Details

GEO

Kyiv, Ukraine

Target audience

Men and women, 18-54 years old

Niche

Food delivery

The café is located next to several higher education institutions, and the client noticed that neighboring cafés were actively selling coffee and pastries in the morning. In order to attract more visitors and provide additional monetization opportunities, the client decided to conduct an experiment by opening the coffee shop 2 hours earlier than usual, as well as expanding its menu with desserts and coffee assortment. To test this hypothesis, the client planned to launch an advertising campaign.

Tasks

Our team was tasked with taking into account the client’s wishes and developing a strategy in a highly competitive market. It is also worth noting that the Japanese cuisine segment remains a “special” occasion for most users to order. Therefore, we took this factor into account in our creative strategy.

Traffic: to the site – conversion to orders
Traffic source: Facebook Ads
Conversion price: up to $4 per order
Delivery time: 40 days

Work progress

Client analysis and task setting

We were approached by an Asian restaurant with two main tasks: Restore orders through the website: Due to the war, the flow of orders through the website has sharply decreased, and regular visitors have become the main customers. Increase attendance at offline outlets: The number of visits to the restaurant had dropped, and the client wanted to attract more people, especially in the morning, by introducing new menu offerings such as coffee and desserts.

Project implementation: Online ordering strategy

Our work began with a detailed analysis of the current state of the website, social media, and previous advertising campaigns. We found that the main problem was the lack of website adaptation for mobile devices, which is critical since 90% of social media users view ads through mobile devices. We provided the client with recommendations on how to improve the site and implemented the necessary changes on our own. We identified two key audience segments.

Prepare and customize campaigns

We developed advertising creatives with a focus on the quality of the dishes, new menu items, and special offers. We asked the client to provide additional video materials based on our scenarios, as video formats are more converting.

Launch and optimization

We launched advertising campaigns, tested various hypotheses and creatives. Based on the data, we selected the most effective options for scaling. We continued to work with the campaigns that showed the best results and increased the daily budget by 30% to increase coverage. We experimented with look-alike audiences and eliminated overlaps.

Project implementation: Offline point strategy

To promote the offline outlet, we developed the Morning Coffee campaign, which was aimed at attracting visitors in the morning. The campaign included a special offer with a promotional code distributed through Facebook ads.

Expert comment

We started working on the project by analyzing the website, social media, and advertising campaigns launched in the past and checking the analytics. It's worth noting that 90% of users who view ads through social media use mobile devices. Therefore, the main problem we faced on the site was the complete lack of adaptation for mobile devices. Our team provided recommendations for improving the site, and we implemented them ourselves. This is a big advantage of comprehensive work on the project, starting with marketing analysis, making changes, and implementing the strategy in advertising campaigns.

Then we worked on the target audience. We identified key audience segments, as well as triggers and incentives for advertising offers. This work was familiar to us, as we have many years of experience working with various food delivery companies and have a good understanding of the target audience segments. After the launch of the advertising campaign, the results confirmed that all our hypotheses were correct.

The segments we started working with:

Segment 1 – IT specialists and designers (As you know, IT and digital specialists spend a lot of time working and hardly cook on their own, so they are a perfect fit for the client’s portrait). The ages were left in a wide range from 18 to 54. For the sake of purity, we immediately excluded the interests of segment 2 and the audience of those who have already made any purchases.

Segment 2 – Fans of Asian cuisine. The age was left in a wide range from 18 to 54 years. Also, for the sake of purity of results, we immediately excluded segment 1 and the audience of those who had already made any purchases.

After the analysis, we proceeded to create a promotion strategy. It’s worth mentioning that the offline outlet is located in an active neighborhood and combines takeaway and in-store functions. The client’s goal was to increase visits in the morning.

As a solution to the problem, it was proposed to implement a promotion called “Morning Coffee”. The essence of which was that guests could get special discounts for morning coffee and snacks using a promotional code in the advertisement. To increase the number of orders through the website, we used an advertising format with a demonstration of “classic” dishes and “trendy” novelties.

Work on promoting food delivery

Online shopping strategy

Stage 1 – Preparing and setting up campaigns

Our team carefully selected audiences and creative solutions specifically aimed at increasing the number of orders through the website. The focus of creatives was on the quality of dishes, new products, and offline.

Given that video is a more converting format than static images or carousels, we decided to use not only static images but also video in the campaign. That’s why we asked the client to make additional shootings according to the scenarios developed by our marketer.

An important point

It is worth noting that the client had a developed Instagram with more than 20,000 active followers. As part of an advertising campaign, if we have a warm audience, Facebook allows us to run ads on it.

After the war started, all the client’s sales were made only among regular customers, most of whom were subscribed to their Instagram. The client wanted to completely rebuild sales on their website from scratch, so it was decided to run ads only to cold audiences in the first month to attract new customers

We understood that attracting a new customer would cost much more than repeated sales to a regular customer.

Stage 2 – Launch and optimization

We launched advertising campaigns and started the optimization process. After the test period and hypothesis testing, the best creatives were launched to scale the ad campaigns.

Stage 3 – Analyzing the results

Upon completion of the advertising campaigns, we conducted a detailed analysis of the data obtained. Based on the findings, we formulated recommendations for the upcoming launch.

Stage 4 – Scaling up

We continued to work with the campaigns that were bringing positive results. They were subject to a daily budget increase of no more than 30% per day. They also continued to experiment with look-alike audiences and excluded audience overlap.

Offline promotion strategy

Stage 1 – Preparing and setting up campaigns

To promote the offline outlet, it was important to adhere to the geo-targeting and habits of the target audience. The team also developed creatives specifically aimed at promoting offline outlets. The focus was on the special advertising message “Morning Coffee”.

Stage 2 – Launch and optimization

To advertise the offline outlet, we decided to allocate 14 days for the advertising campaign. In the first 7 days after the launch of the advertising campaigns, we did most of the necessary testing of audiences and creatives.

Stage 3 – Analyzing the results

Throughout this period, we took measures to maximize the effectiveness of the advertising, but it turned out that it did not bring the expected results. Therefore, in order to optimize the advertising budget and ensure better results, we decided to terminate the campaign.

Delivery service creatives used

In different advertising sets, we used creatives representing different variants of text and images. For the Offline Point Promotion campaign, we used single-image creatives, as this is the best option for such campaigns:

Both video creatives and image carousels were used for the campaign “Increase the number of orders through the website”:

Results of promotion on Facebook

Key results

507,12 $

advertising campaign budget

173

of orders left on the website

4,33 $

average price per order

185,70 $

the value of abandoned orders

297,85%

ROAS (return on advertising)

Goal 1: Advertising to promote an offline outlet – the test campaign lasted 14 days. In the case of the promotion, few people used the promo code. This is due to the fact that the establishment is associated more with Asian cuisine than as a coffee shop. However, 18 new customers were acquired, who together made purchases for UAH 6860.

Spent: $109.98 or, 4062.70 UAH
The number of orders left on the site: 18
Average price per order: $6.11
The value of the remaining orders: $185.70 or 6860 UAH

Goal 2: Advertising to attract new customers had the following results:

Spent: $397.14 or, 14662.25 UAH
Orders left on the site: 155
Average price per order: $2.56
The value of the remaining orders: $1179.56 or 43672 UAH
ROAS (return on advertising): 297.85%

Data from the advertising account:

Conclusions

The results of our advertising campaign brought us the following results:

Expansion of the audience for orders on the website: Thanks to carefully designed promotional materials and the optimal choice of communication strategies for channels of interaction with the target audience, we were able to attract a significant number of new customers.

Given that during the first month we worked more with the cold audience and it yielded positive results, we have new hypotheses for scaling the result. We plan to continue working with the cold audience, but introducing new creative solutions and segments.

Increased traffic: Our promotion strategy resulted in an increase in the number of visits to our website and offline outlets. We were also able to increase sales of the client’s product. This indicates that our promotion strategy has proved to be effective and contributes to business development.

The overall assessment of the results of our promotion strategy is positive, and we recommend that we continue to scale our online ordering campaigns.

Cooperation with our team will help strengthen your market position, attract even more new customers, and ensure the company’s continued success.

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