A popular burger restaurant approached YellowInk after noticing a slowdown in online orders and declining engagement from their existing ads. While the restaurant had a strong local following and a menu that customers genuinely loved, their advertising lacked structure, creativity and targeting depth.
Competitors in the same area with smaller menus and weaker reviews were driving more visibility and capturing customer attention on social platforms.
Over ninety days, we rebuilt their paid social system across Meta and TikTok using performance led creatives, audience segmentation and a structured optimisation plan. The result was a sharp rise in online orders, stronger brand recall and improved cost efficiency.
Food delivery is heavily influenced by social media, especially in the fast food and quick service restaurant segment. Customers often take action after seeing appetising visuals, quick offers or familiar branding. Most viewers scroll quickly, so ads need clear visuals, short messages and simple call to actions.
Despite great food and repeat customers, the burger restaurant’s previous campaigns relied on generic promos with little storytelling. Their ads failed to stand out against vibrant trend driven content from other food brands.
The restaurant needed a focused strategy that created desire, communicated value and pushed customers directly into ordering.
Ads were being shown to wide, unfocused audiences with low purchase intent. Much of the budget was reaching people too far from the delivery radius.
Ad creatives were repetitive and lacked strong food visuals. They did not convey freshness, portion size or signature items compellingly.
All ads were treated the same. There was no funnel structure guiding viewers from interest to order.
Customers clicked ads but abandoned the order page due to slow load times and unclear menu paths.
Previous visitors or cart abandoners were not retargeted, which led to lost revenue opportunities.
These issues led to high costs, inconsistent performance and a weak link between ads and real orders.
We built focused audiences based on behaviour, interests and purchase intent.
These included:
This reduced wasted spend and brought in higher intent users.
We produced performance creatives that highlighted their signature burgers, fresh ingredient close-ups, melting cheese shots, combo deals and fries, limited time offers, and short TikTok-style vertical videos with quick transitions.
These creatives performed better because customers immediately understood what made the food special.
We divided campaigns into different stages such as awareness (videos and reels), engagement (menu highlights and customer favourites) and conversions (clear order now offers and limited time deals).
This created a smoother path from viewing to ordering.
We optimised the order page by improving menu loading speed, simplifying add to cart steps and improving category visibility. This reduced drop-offs and helped the restaurant convert more clicks into orders.
We retargeted recent site visitors, cart abandoners, people who watched ninety percent of the videos and customers who ordered previously.
They received exclusive offers such as combo upgrades or mid-week deals, which boosted return orders.
Every week we adjusted budgets, tested new creatives and refined audiences. This kept the cost per purchase stable and allowed the campaign to scale.
Orders increased by 3.1 times due to improved creatives, better targeting, and clearer funnel steps.
Cost per acquisition fell by 42 percent as the campaigns attracted more customers with stronger intent.
Return customers from paid traffic grew by 56 percent due to retargeting and personalised offers.
Short TikTok-style videos delivered the highest click-to-order ratio and became the top-performing format.
Optimised scheduling improved conversions during peak food ordering hours.
In just ninety days, the burger restaurant tripled its online orders and improved cost efficiency across both Meta and TikTok. With strong visuals, refined targeting and a structured growth plan, the restaurant built a reliable system that drives orders every week.
YellowInk helps restaurants run paid social campaigns that turn viewers into customers and bring real growth across all ordering platforms.
If your restaurant wants stronger ad performance and more online orders, we can help you build a system that works consistently.
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