Food delivery promotion - marketing services for cafes and restaurants

SEO, search engine advertising, social media advertising, marketing, user engagement

Promotion of a cafe and restaurant for home food delivery

6 months of work

5 people were involved in the promotion

What was our work?

Each stage was aimed at taking the project to the next level, attracting new clients, and increasing brand awareness

Initially, it was an old establishment with a personal kitchen and a small café space, which handled the delivery of prepared meals for its regular customers, who were few in number. As part of our work, we conducted a complete overhaul of the marketing and business strategy. We developed and implemented a new business model and created a mobile app for food delivery.

Furthermore, we completely updated the website and created additional web resources. We also carried out comprehensive promotion for each project separately, which included:

Advertising on Facebook and Instagram
Advertising on Google Ads
Advertising on Google Maps
Self-promotion

Our work resulted in a significant increase in the number of regular clients and an improvement in the overall image of the establishment.

380 New B2B partners
3 New kitchens
15 B2B sales points
4 Food delivery partners

How we transformed home food delivery and increased business revenues

Bigger, faster, more profitable: food delivery with a new model

Before we started our comprehensive promotion of home food delivery, the café operated on an outdated business model: the establishment had only one kitchen, cooperation was limited to one courier service, and there were no business partners at all. We developed a new business model concept that included a fundamentally different delivery development strategy. This greatly expanded business capabilities, optimized logistics, and improved customer experience. By implementing new approaches, the project was able to attract reliable business partners, expand delivery geography, and significantly increase the customer base, leading to revenue growth and strengthening market positions in the food delivery service.

The new business strategy and promotion approach were based on developing a comprehensive service for all-day food delivery, including breakfast, lunch, and dinner. We segmented the audience and offered solutions for different client categories, taking their health conditions and preferences into account. For vegetarians, vegans, and people with diabetes, a specialized line of diets was created. We also carefully planned a children’s food line, including a complete day package with precise calculations of calories, proteins, fats, carbohydrates, and vitamins. This approach allowed us to stand out in the market and attract an audience with special dietary requirements.

How we carried out the work on developing a mobile app for home food delivery

See in our portfolio

See below for partner search

From a local café to a delivery leader

Advertising

Using a Google Ads campaign to find new business partners and locations

To implement the strategy of finding new business partners and spots for mini kitchens, an advertising campaign was launched through Google Ads. Ads were conducted in the advertising network and search, with landing pages created as promotional pages, not tied to the main site or mobile app.

The main goal of the ads was to attract partners for placing small kitchens with a limited food range on their territory. For example, such kitchens were opened on the first floors of business centers, ensuring a convenient food delivery format through a partner network. Google Ads effectively helped find new placement points and establish mutually beneficial cooperation with partners, promoting business scaling.

Results:

Advertising budget — \$4,372

Revenue — \$16,192

Making direct sales to hot clients is certainly great. But it never contributes to business growth, and the client flow is limited. That’s why we focused large efforts on constructing a marketing strategy to promote finding new partners by placing points in their premises and business centers, as well as partners with related themes in business, earning a percentage from working with us. The cooperation did not require financial investments, meaning these were full active participants in their own business who only benefitted from cooperating with our client. This is what helped to exponentially increase our client’s revenues.

Maxim. Project Manager

Website Attendance Statistics

Below are the screenshots showing the site traffic statistics during the active promotion of the business. An analysis revealed that the overwhelming majority of visitors interested in food delivery are individuals visiting the site from mobile devices. According to the statistics, 98.3% of users used mobile devices, while only 1.26% accessed from computers.

After observing this trend for several months, we made a strategic decision to develop a mobile app. It was created for the convenience of reordering by existing customers and to increase their loyalty. Furthermore, the app became a tool for attracting new users, offering a simple and accessible way to interact with the service.

Analysis of Conversion Statistics from Advertising Sources

The second screenshot presents conversion statistics for a 30-day period, which essentially reflects similar dynamics during other months. It is important to note that this statistics only includes data from advertising sources and does not account for organic traffic and self-promotion, for which a separate analysis is conducted.

We noticed that a significant portion of users making calls sought detailed consultations. Their main inquiry was to find out if the proposed food delivery set was suitable for them or if they needed recommendations.

Considering this factor, in future promotions, we emphasized maximum informativeness on the site, which was developed and used for launching ads. Our goal was to provide clients with all necessary information directly on the site, eliminating the need to contact a manager for further clarifications. This approach allowed us to optimize the decision-making process and increase conversions.

Daily Traffic Results

Understanding Customer Needs Through Visit Statistics

The screenshots show site traffic statistics for a single day. The average number of daily visitors is around 3,000 people. Of these, about 100 are repeat users who have visited the site before, while the rest are new.

Traffic is evenly distributed across dish categories such as soups, salads, and main meals for the evening. This analysis allows for a better understanding of customer preferences and optimizing the assortment and site structure.

Monthly Traffic Results

Achievements in Food Delivery Promotion

The screenshot displays statistical data for the month, confirming the results shown in the previous screenshot (daily traffic and conversions). Notably, this image indicates a very low bounce rate, which signifies a high level of user engagement. We achieved 97% engagement, meaning that only 3% of visitors showed no interest in the product.

Product Page on the Site for Delivery Orders

Each product card for home food delivery included a description of the dish’s composition, calorie content, fats, proteins, carbohydrates, as well as a text description of its production and preparation method. We further contemplated improving marketing by including recipes for dishes in the description, but ultimately decided against it. Our marketing planning concluded that this could disrupt the organic traffic we receive from Google, and we opted for a simplified version.

Additionally, we always specified the weight of each dish and how many servings of the dish would suffice, which is crucial when someone orders food delivery for an entire day.

What are the results?

Our work aimed at updating and scaling the project, attracting new clients, and increasing brand awareness.

Initially, it was a small establishment with a personal kitchen, limited café space, and a minimal client base. The main activity was delivering prepared food for regular customers. We conducted a complete business transformation, including:

Development of a new business model.
- A concept for scalable food delivery was created.
- Logistics were optimized and customer experience improved.
- New business partners were attracted and the delivery geography expanded.
Technological upgrade.
- A mobile app was developed for convenient ordering.
- The website was completely updated and additional web resources created.
Advertising campaigns.
- Targeted advertising was launched on Facebook and Instagram.
- Tools were used for Google Ads, including search advertising and on Google Maps.
- Promotional pages were created to attract partners.
Service development.
- A range of diets was implemented for various client categories, including vegetarians, vegans, and people with diabetes.
- A series of children’s meals with a well-thought-out composition was created.