Multi-BrandCloud Kitchen
5+Virtual Brands
Delivery-OnlyOperations
CitywideCoverage
Problem Statement
The Cloud Kitchen Story
A cloud kitchen wanted to reduce delivery app dependency by driving direct orders through paid search.
Campaign Goals
4
Goals guiding the strategy
Capture Food Searches
Demand Capture
Drive Direct Orders
Revenue Protection
Reduce App Dependency
Margin Improvement
Build Customer Database
Asset Building
Multi-Brand Cloud Kitchen
5+ Virtual Brands
Delivery-Only Operations
Citywide Coverage
Multi-Brand Cloud Kitchen
5+ Virtual Brands
Delivery-Only Operations
Citywide Coverage
Direct Order Growth
From app-dependent to direct-order strong
+267%
Direct Orders
-35%
App Dependency
4.5x
ROAS
+45%
Order Margin
+189%
Repeat Customers
32
Cuisine Keyword
Our Strategic Approach
01
Cuisine-Specific Campaigns
Targeted searches for specific food types each brand serves.
02
Direct Savings Messaging
Emphasized savings vs. app fees in ad copy.
03
Delivery Area Targeting
Focused ads on areas within delivery radius.
04
First-Order Incentives
Offered discounts for trying direct ordering.
"PPC shifted our order mix significantly. Direct orders mean better margins and customer relationships."
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