Business plan for a food delivery company: we pay for ourselves in a month. How to promote food delivery Case for promoting sushi delivery

More and more entrepreneurs are thinking about starting their own delivery business. The easiest way to do this is in the area of ​​food preparation and delivery, for example, open a delivery service for sushi, pizza or pies. But it is worth considering that despite the apparent simplicity of this business, the competition here is so high that it is very, very difficult to work. However, there is always a chance of success if you get to the heart of the matter and start doing business very seriously, trying to find your unique selling proposition and provide online delivery to your customers the best prices and assortment, prompt delivery of orders. Before we start talking about the strategy for promoting sushi and pizza delivery, it’s worth clarifying a few points. First, you need to understand that all offers on the market are almost the same. Therefore, the difficulty lies in highlighting your USP.

You either need to be able to develop your own unique menu (which is very difficult and also requires costs), or be able to attract customers in some other way (by designing dishes, an unusual combination of ingredients, and so on). In general, delivery is the same almost everywhere and everyone is already pretty tired of standard rolls and pizza. Next, there is the question of ensuring that advertising is inexpensive for you. Oh, how difficult it is! Because in reality the competition is high, which means the battle for the client is serious. You need to be able to not only attract traffic for a reasonable price, but also be able to monetize it to the fullest, otherwise you risk simply going broke. There are many cases where a company thought that the market was full of customers, but it actually turned out to be filled with competitors.

Do you still want to go into this business? Then we will now try to write a strategy for promoting sushi and pizza delivery.

1. Actively use promotion through social networks. This still generally remains the lowest-cost and most budget-friendly way to get customers. This, one might say, is the first promotion tool that we recommend you use. The fact is that promotion through social networks can generally very well show whether a business has a future or not? If you manage to get at least 10 clients from social networks, then you can safely move on, expand your presence on the Internet, give more advertising, but for now focus specifically on promotion through social networks: Facebook, Vkontakte, Instagram, Pinterest and so on. Even when the first orders arrive, we recommend that you still focus on social networks and refrain from using contextual advertising for now.

2. Contextual advertising. So, you launched the project, began active promotion through social networks, and received your first orders. Then you can slowly engage in contextual advertising. But be careful. The budgets here are such that they may not be affordable for beginners. In general, it is worth testing very different words. For example, sometimes you can advertise not only for the requests “sushi delivery” or “pizza at home,” but also for requests like “holiday menu” and so on. But again, you should treat contextual advertising with great caution and carefully consider how much the implementation of this advertising campaign will cost. Don't forget that during the holidays, prices for contextual advertising can skyrocket, so sometimes the smartest thing to do at this time is to turn off all contextual advertising altogether. It just won't pay off.

3. Promotion through coupon services. This may be a goldmine for new companies, but that doesn't mean competitors aren't using this method of promotion. Orders will not come to you automatically, it just doesn’t happen. You will have to work hard to create an attractive offer for customers, because there are offers to buy pizza and sushi on literally every discount service and every day. Can you imagine how difficult it is for a consumer to choose a discount for himself, having so many options before his eyes? It's very difficult to make money from discount coupons, it's true. But the company must understand that if it manages (which would be nice) to serve clients at a very high level, then some of the clients will definitely return and they will become regular customers.

4. Partnership. For some reason, very few people think about partnerships with other deliveries. But in vain, because other deliveries are not always your direct competitors! For example, the delivery of desserts and drinks does not compete with sushi and pizza at all, but this option makes it possible to expand the audience of customers by 5-10%, depending on how attractively you can tell customers about each other’s business. By the way, partnership is always beneficial because even if they don’t buy from you, but order desserts from partners, they will remember you and then they may come back to you after a while for sushi and pizza. Partnership is difficult from the point of view of agreements and understanding of the business by partners. But if we agree on everything, then we can start working with improved performance. This is possible when you sincerely help your partner, and your partner helps you.

In modern business, you need to look for new ways to make money, because in everything that has already been invented and developed, there is huge competition - it is very difficult to enter such a market and this requires a considerable amount of money. We will create a food delivery business plan and build our business in a market that has just begun to develop - food delivery services have not yet become popular and a novice businessman has every chance of becoming successful in this field. The main thing is to follow our advice and try to save on costs wisely. It is not necessary to immediately buy the best equipment, a car, rent an office for twenty people and spend half a million rubles a month in the hope of quickly recouping. A food delivery business pays for itself in an average of 6 months, while half of this period will not even pay for the operation of the enterprise.

The main thing that a novice businessman should remember is that without clientele there is nothing to even start with. If you do not have a constant flow of clients who bring their money, then the business will only bring losses and nothing more. Moreover, the client base must constantly grow and be replenished with new people. A well-thought-out advertising campaign will help you recoup your business, but first you need to lay its foundation.

Food delivery business plan: creating a website

The first thing your customers will look at will be the web resources where they will order products. You should hire a good designer who is already working in this field and create with him a convenient resource for ordering food. Make sure that all dishes and drinks are photographed as realistically and pleasantly as possible for the user, so that the product would be desirable to order. Photos of dishes can be taken from manufacturers' websites. To do this, you just need to ask restaurants and cafes for permission to use their photos. No one should refuse - this is unnecessary advertising. Website design and coding will cost 4 thousand rubles.

After you create a website that is convenient for ordering and viewing food, you need to put it on hosting and buy a domain name. Domain name in oblast.ru costs 99 rubles, come up with something unique and interesting that would be easy to remember and reproduce. You also need to buy yourself hosting, we’ll choose the cheapest one - we won’t have a huge flow of clients at the start of work, and then, if necessary, we’ll increase tariff plan hosting. Monthly hosting costs are 70 rubles.

At the start, you will not have a large assortment of products on the site. You need to gradually add all the establishments in your city to the site so that the client can order what he likes most. In addition, you can try to conclude a discount agreement with establishments from which there will be a lot of orders. You advertise their establishment and increase turnover, why not give you a discount?

Finding clients for a food delivery business

We need a good client base that generates regular income, without this we will not break even. Before hiring staff and buying equipment, we will advertise our website and recruit clients. The food delivery business plan will increase by a small amount, which will go towards advertising flyers. Print lots of colorful flyers with the website address and a picture of drinks and food. These leaflets can be left in the hostels of your city, offices, or thrown into the mailboxes of residential buildings.

These are the three biggest customers who order food for delivery. Students who are too lazy to travel around the city in search of elite drinks and sushi, office plankton who do not have time to go to a normal cafe to eat, and families who want to diversify their diet.

Some students will bring you a lot of income - in any larger city there are many universities, and each university has dormitories. Leave leaflets with the number at the entrance and update them periodically. Repeat the same with offices - leave a couple of dozen leaflets at the entrance and they will definitely call you during their lunch break. With residential buildings there is generally freedom, you can travel around the whole city and leave in mailboxes flyers with advertisements constantly. About ten apartments from the entrance will be interested in food delivery, imagine how many customers there will be from the whole house.

We must not forget about advertising on the Internet. Social networks have become an excellent platform for advertising your business, so why not develop your food delivery business plan along this path. Find the most visited groups in your city, agree on an advertising post, or several posts, and pay for it. No one promises a hundred clients at a time, although this is possible, but clients will appear and your business will not be idle. Repeat advertising on social networks once a week to achieve maximum effect.

Don’t forget about advertising for a second - tell your friends and acquaintances, distribute leaflets to everyone, leave them in the places we recommended, distribute advertising on social networks and clients will appear.

Renting a car for a food delivery business

We will use a small DaewooMatiz vehicle to deliver food. This car has all the advantages we need. The car is small and requires very little fuel to move, which will reduce our operating costs. In addition, we don’t have money for a new car, so we will rent it - rent costs 800 rubles per day. Many novice businessmen take big cars and lose extra money on rent and gasoline, we don’t need this. It is also worth noting the advantage in parking - the car is small and even if you have delivered an order and there is no parking space, you can squeeze in a small Matiz. It will cost 24 thousand rubles a month to rent a car, and another 4 will be spent on fuel.

Food delivery business: equipment and personnel

You don't need to buy many pieces of expensive equipment to successfully deliver food. You need to buy one bag with thermal protection and that’s it. It can be placed either in the back seat of the car or in the trunk. If there are a lot of orders, you can buy two bags and put one in the back, the other in the trunk. The price of the bag is 2 thousand rubles. You need to buy a large bag so that the driver does not have to go every time to pick up orders - he stops at different cafes and restaurants along the way, picks up the orders and delivers them to the points.

HR policy is an important element of a food delivery business plan. I wouldn’t want to spend 15 thousand rubles a month on a driver’s salary; you can do this work yourself. A novice businessman should not disdain this work, especially since it will save a considerable amount of the budget. When the business grows and there are a lot of clients, you can hire a driver and pay him for his work, while you continue to perform the duties of a driver in a separate car. Only when your income is stable and you have paid off your business can you stop working on your own.

Income and expenses of a food delivery business

Our new business will not be particularly expensive due to the fact that we do not need to buy expensive equipment and we do not need an office. You simply create a website that will generate an order. Then, you order food or drinks in the desired cafe, pick up the order and deliver it to the customer. The site will cost us 4 thousand rubles, hosting and domain will cost 170 rubles. Let's add here the cost of purchasing bags with thermal protection at 2 thousand apiece, we need two of them. The one-time expenses end here; there are only operating costs left. Advertising with leaflets will cost 3 thousand per month, and advertising on social networks costs the same. A rented car is the largest expense item - 24 thousand rubles per month. As a result, opening costs are 8,170 rubles, operating costs are 30 thousand rubles per month. Even a novice businessman can handle such a budget.

Now let's talk about ways to earn income from your business. There are two options - add a markup for each product or set a delivery fee. Payment for delivery always works worse, people look at the delivery fee and think that it is better to look for something else or just go to a cafe to buy the goods. It’s another thing to set a 15% markup on each product, but there’s a huge sign on the website that says “Free Shipping.” It is very difficult to calculate the average bill in this business, but clients rarely order less than 1,000 rubles. From one client we will receive a net income of 180 rubles. Taking into account operating costs, you need to serve 5 clients a day to pay for yourself. Will you pull it?

31.03.2019 admin 0 Comments

Effective Pizza Marketing Ideas for Independent Pizzeria Owners and Small Pizza Delivery Chains

A huge number of Russians are interested in pizza and eat pizza every month.

Approximately the same number of requests per month comes from another popular search service GOOOGLE. To satisfy the pizza craving, 15,213 pizzerias across the country baked $4.1 billion worth of pizza last year, according to 2018 statistics. You can get your share of this business by organizing pizza delivery.

What was searched for with the word “pizza delivery” - 13,684 impressions per month in Novosibirsk March 2019

It's safe to say that pizza largely sells and is popular on its own, but here's the problem: two out of three pizzerias in Russia face problems growing competition from local businesses and large established chains . It's important to get noticed and be in front of your customers the next time they think about pizza. This is where a well thought out pizza marketing strategy is important for every pizzeria or pizza store. The strategy should include both proven ideas for promoting traditional cafes and restaurants, as well as new innovative ways to promote your business. An effective strategy can increase pizza sales and revenue growth for a pizzeria.

How to promote pizza delivery - working marketing ideas using the example of pizzeria PARK&PIZZA NOVOSIBIRSK

Here are the top 14 pizza marketing ideas that you can include in your pizza restaurant marketing plan. Let's take a closer look at several or more of these ideas suitable for implementation in 2019. I am confident that these ideas can lead to increased pizza sales and overall revenue for your business.

1. Professional quality food

High-quality photographs of your food resonate with customers. Mouthwatering images of pizza with melted cheese and a perfectly baked crust whet the appetite of potential buyers. To succeed on social media platforms and digital channels, quality visualization is essential. As VK and Facebook analytics show, messages with images are much more popular compared to text messages. And on Instagram good quality images are a must. Hire a good photographer who knows how to make your food look amazing. Using stock (downloaded) images is not a good idea because people seeing real pizza get disappointed when the image they see and the food they get from your pizzeria don't match.

What photo do you think makes you want to buy pizza??
The first photo is not inspiring because Low quality.
The second photo has no relation to reality. It's too perfect and probably has nothing in common with what real pizza looks like.
The third photo is real, it depicts real food, looks realistic and increases appetite and desire to buy the product.

Pro tip: It's a good business investment to order a professional set of photographs of your products for delivery. Reuse these images in your menus, flyers, promotions, websites and social networks.

2. Offer pizza by the slice

Your customers have different preferences and tastes. While it's great to receive orders for multiple pizzas and related menu items at once, offering different types of pizza by the slice is always a good option to attract customers. Offering combination slices of pizza and snacks in the range of 300-600 rubles will attract customers, especially during the lunch break. Most of the potential buyers are people looking for pizza by the slice; so don't force them to buy, always a whole pizza. This is a great pizza promotion idea to implement when you're trying to attract young people who are looking for slices of different pizzas to try and aren't looking to take home a whole pizza. To promote pizza by the slice, have a neon advertising sign that can be seen from the driveway. Consider using banners and posters that say: “Pizza by the slice – try it all at once!” on the side of the road.

3. Group combo packages

When it comes to ordering food for a group, ordering pizza is the most simple option compared to any other type of food. Because the pizza can be easily divided into servings of varying number and size. The person ordering the food has the easiest option with ordering pizza by simply choosing the company package that suits their group. Create combo offers for different business sizes on your menu to make it really easy for customers to order.
Consider creating a pizza combo package for birthday parties. Another successful combination offer is intended for families of 4-5 people who spend evenings watching TV and other family activities.

The good thing about combination offers is that the customer feels like they're getting a good deal, which can turn into bulk sales for you. Create multiple combination offers for different categories, but be careful with promotions and offers in this area, because if you do it too long and too intrusively, people will start to move to competitors with a predominance of cheaper prices for single pizzas, which can affect business profits.

4. Effective Coupon Offers

Italian restaurants and pizzerias are probably the most effective in the food service industry when it comes to coupons and promotions. Coupons from pizzerias and fast food cafes continue to resonate with potential clients. Coupons are a proven way to increase traffic to a pizzeria. Placing this incentive in a popular local magazine or newspaper will result in more customers coming to you than with regular advertising without coupons. When creating discount coupons, they should only be valid for a limited time. Scarcity, boring and constant coupon discounts do not sell. But a constant stream of coupon offers should always be part of your marketing plan.
Always clearly state the terms and conditions of the promotion in the coupon, otherwise some people tend to misuse discount coupons.

5. Local lists of online clients

Being found online is the most important thing when trying to attract new customers to your pizzeria. The pizza business is super local. More and more customers are looking for new places to order pizza from various local directories and search engines, such as Yandex, Google and social networks and other popular platforms. For our example, even without having TOP positions in the search, PARK PIZZA gets more than 40% of its traffic from search services.

"Pizza near me" is one of the most popular queries on Google.

You want your pizzeria to be visible online and have basic location information (name, address, phone number) visible to your business in major local directories.
But I often see new Internet resources that are incomplete or incorrect for companies. This confuses customers and search engines, which can reduce your online visibility and ranking.

Pro tip : Most resources will allow you to upload 10 images and a few videos, but most companies don't! This represents a huge advantage over your competitors. You can also post videos shot on an iPhone or smartphone and then edit them on the phone. There are special services, such as Animoto, that allow you to create videos using photos.

This will help more people choose your company and receive new orders via the Internet, by phone or by visiting your pizzeria. Use the best images of your products. If the owner of the pizzeria is known to the potential buyer locally, we suggest you include a photo of him for publication on external resources. The photos should support the entire range of products you want to sell, from a slice of pie to a large combined order for a wedding.

6. Replace plastic discount cards with digital registration

In the modern situation, plastic discount cards simply no longer work. Create a digital loyalty and rewards program for your loyal customers, making it easy for them to check in with every visit and order and earn points and redeem rewards. In addition to the fact that customers do not need to physically carry the cards, they are cost-effective for businesses because they eliminate the expensive costs of printing and servicing plastic cards.
A “customized” loyalty program advertised for a restaurant is much better than mass loyalty programs in the food service market. And unlike third-party providers, you own the program and keep all the revenue. With your own loyalty program, you have full access to customer information that you can easily resell. Avoid third party programs loyalty in markets where you have limited access to information about your customers and often higher marketing costs.

7. Segmented Email Lists

Creating a customer mailing list is one of the most effective and inexpensive ways for pizzerias to effectively contact their customers and potential customers and redirect them to own resources. The Key to Engagement and Conversion is Building an Email List Email using relevant content to ensure high level efficiency and click-through rates. One of the problems with many email marketing campaigns is the lack of segmentation. These are often referred to as “bulk emails” and result in poor customer interactions. Segment your customer email list so you can deliver relevant content and promotions to each segment (age, preference, gender). Here are some simple sources for email segmentation:

· Online customer ordering

· Clients of pizzeria loyalty programs

· Reservation of guests and tables

· Local significant events and sponsorships

For each customer segment, you can provide content and offers that are most relevant to that segment. For example, special offers should ideally be sent to potential new customers; while coupons for free shipping should only be sent to online customers. The key is to send relevant offers to specific target audiences.

8. Go mobile

For pizzerias that want to attract customers through mobile devices, there are quite a few options.

1. Text messages

2. Mobile applications

3. Sending notifications

5. Email addresses

6. Your own mobile website

Text messages are opened more often than emails, so text messages are a great way to grow your customer list, but you have to be careful not to be too aggressive or your efforts will backfire and turn people off. Creating a mobile application for your business provides your regular customers with convenient way ordering and launching the pizzeria business to a new stage. Mobile apps are also a great way to put your brand at the forefront of your customers' minds when they think of pizza, and even when they don't think of pizza, when they're just looking at their phone and there you are. Short notifications are becoming more and more relevant and the best alternative text messages. Social media apps like Facebook, Instagram, Twitter and email apps also provide effective channels through which you can encourage users mobile devices. The important thing here is to have a well-thought-out strategy that includes the perfect combination of different channels.

9. Omnichannel engagement

Social media platforms such as Facebook, Twitter, Instagram and Pinterest provide a great way to interact with customers. Your clients all use different social platforms, so it's important to be present on the few most popular ones. On Facebook, Instagram, the audience is easily segmented and it is possible to advertise your products exactly for their intended purpose (locations and social group). You can find out how this is done. Staying updated with customer requests and preferences requires constant communication on relevant topics in addition to regular posting special offers and deals that customers see. The key is to build a following on these platforms and ensure that your content is available to customers every time you post something.

Pro tip: The success of any social media community depends on whether it is a valuable and helpful member of the community and whether it follows the Pareto Rule (80/20). 80% of your posts should be useful to the community, not to you. Support community events by communicating and promoting them. Involve locals in events with a large following. The more they (followers) see them interact with you, the more free advertising you get. Promote special and new offers to customers the rest of the time and only 20% of the time. The challenge is to have a coherent social media strategy, which requires a commitment to resources and a plan for social media, which should ideally be part of an integrated overall marketing plan for the pizzeria.

10. Support of local sponsors

Word of mouth advertising is very effective, and increasing your perception as a community leader gives people a reminder or reason to recommend your pizza to friends, family, and others in the community.
Look for opportunities to sponsor or participate in public cultural events, organizing and sponsoring sports teams. These are great opportunities to gain visibility for a business through banner ads and create buzz. Donate free pizza at these events so people can try your products.

11. Synchronize operations and marketing

For your marketing strategy to be successful, all your operations must be closely in sync with your marketing. You must ensure that your order acceptance and fulfillment processes work to meet or exceed customer expectations. For order fulfillment and delivery, ensure that phone ordering, online ordering and mobile ordering (if offered) are running like clockwork to ensure order accuracy. As your business grows, your kitchen staff and front desk managers need to have excellent communication and have systems in place to handle multiple orders. Your kitchen must be able to quickly serve orders while maintaining a supply of consistently delicious, hot pizza. Your POS (order processing) system should be up and running at peak volumes on Fridays and Saturdays. You should be able to take credit cards, especially with online orders. Your staff must be constantly in touch. Without this marketing principle, your pizzeria will not be effective.

12. Encourage and support repeat visits

For most people, habit is their second self when it comes to ordering pizza. If a customer has ordered pizza at least once and liked both the pizza itself and the service, he usually becomes a regular customer. And people tend to refer to the opinions of their friends!
Pizzerias tend to gain a loyal customer base when preferences have long been established. Most people will find their favorite establishment and stick with it for a long time. If you can consistently deliver quality food and provide decent customer service, you will have a very strong customer base that will continually be replenished with new customers. The key is to communicate a strong and consistent pizza marketing strategy to your customers, and then simply remain consistent and deliver quality pizza every order.

13. Internet and reputation

To promote new business, your reputation in the food service industry is the second most important factor affecting business performance. The first is located in regional Internet resources and search engines.
Mobile users are checking reviews, ratings and reviews of businesses with just two clicks. The pizzeria business is very local. The main advertising of such a business is word of mouth. Remember that people are 2 times more likely to tell others about problems than they are to tell others how good you were. What's even more surprising is that people are 7 times more likely to tell others that they had a problem and it was subsequently successfully resolved than they are to tell others about a good experience without problems. This is a virtual fee for solving customer problems.
Keep an eye on local review and feedback sites, find out what people are saying about you, and respond quickly to their reviews. If you make a mistake with an order, offer a sincere apology, refund your customers' money, and invite them to try again. For a starting pizza delivery service, it is simply necessary to create a positive reputation on the Internet. It is not necessary to have a perfect 5-star reputation, but it is important to have a rating above 4.0.
Here you can see strategies with which you can organically.

14. Advertising pizza on the INTERNET

Social networking platforms such as Facebook, Instagram, Twitter Google Adwords, Yandex Direct provide quick way purchasing traffic to your website and to your pizzeria. The key to successful pizza advertising is knowing your target market well, creating compelling offers, and running effective pizza advertising campaigns. Paid advertising is a fast and effective method attracting new clients to your business. This is on-demand traffic that is easy to regulate. The only downside is this. Therefore, such advertising companies are usually used in the initial stages of promoting a pizza delivery business. In the graphs below we see how purchased pizza delivery traffic decreases over time and search traffic (conditionally free) grows.

Summary of Pizza Marketing Ideas

The main idea behind a pizza delivery marketing strategy is to be the customer's number one business, in addition to good food and service. If you can achieve this by using marketing techniques that make you famous, you will have the upper hand because pizza delivery is a repeat business. Be number one in the client's mind and you will succeed. Well, in our specific example, the results of promoting the pizza delivery business from PARK&PIZZA at the beginning of 2019 are as follows. Resource traffic:

This is approximately 6-10 pizza orders per day with an average order cost of 500 rubles. That is, products from 100,000 rubles are delivered to customers per month. up to 150,000 rub. Traffic sources for March 2018 are as follows:

That is, there is practically no purchased traffic and clients come, old ones from bookmarks, and new ones from search resources. There is little traffic from social networks. which confirms the 2019 trends towards more effective search promotion of resources on food sufficiency.

Now you! Go and put these pizza delivery marketing ideas into practice!

. The new edition of the Regulations comes into force from the moment of its publication, unless otherwise provided by the new edition of the Regulations. 7.2. The law of the Russian Federation shall apply to this Regulation and the relationship between the User and the Operator arising in connection with the application of the Regulation.

1. I accept I do not accept
2. 5 things that make this case special:
3. Absolutely all the numbers are disclosed (from ROI to the budget for maintenance).
4. The budget at the start was 59,000 rubles, and in the ninth month of management it was 40,000. The number of leads increased from 204 to 495 (data for the fourth month of the project). The customer calculated ROI based on launched
5. advertising campaigns

manually, and not automatically using end-to-end analytics services.

The agency charged only 10,000 rubles for setup (2017 price).

Introductory

Case shared:

Results before starting work:

Test run

The customer said: “First, show that you can increase the number of leads by 20%, and I will transfer the management completely to you.”

The first couple of days there were few leads, the client was already starting to sound the alarm. But on the third day, the campaigns went viral, and we automated the bids, and as a result, we immediately exceeded the test task. It was possible to attract 10 more new requests on a weekday, and 22 new requests on a weekend (compared to the results of the previous contractor).

The client was convinced of our competence and supplied new task- gain ROI for non-brand queries.

We optimize campaigns

Callibri has a Unified Lead Log, in which all conversions are visible. Thanks to this, we saw which queries, campaigns, landings, and devices were used by the most clients:

1. We separated conversion requests (those that brought the most leads or cheaper leads) into a separate campaign with higher bids.
2. Requests with a high lead price have been disabled.
3. We regularly updated the list of negative keywords to filter out non-target queries.
4. Conducted A/B testing of texts and promotions.

Which ads performed better?

An ad with a price worked best: CTR 15,9%.

With delivery: 12,2%.

Unexpectedly fast growth

Actually, we expected things to be worse:

1. They believed that it was difficult to compete with large players in the market who had a strong strategy in contextual advertising. But it turned out that competitors do not use automation, do not target by geolocation (but hit the entire city at once), and in the right areas we comfortably collect demand from the first positions of special placement.
2. We thought the cost per click would be higher. And we quickly managed to reduce it on Direct from 28 rubles (price including VAT, from December 18 to 24, 2017) to 15 rubles (including VAT, February 18-24, 2018).
3. It was assumed that the site would show worse conversion. But in the fourth month of work, the number of leads increased by 2.5 times.

What you can stumble on when promoting pizza delivery

We exceeded our first month's target, but in hindsight there were some things we could have done differently:

1. Do not use competitors' branded queries. To capture the audience large companies- Dodo, Pan Pizza, Sushkoff, we need a strong proposal. But we didn’t have that, and the price per lead turned out to be too high. After a month and a half, we stopped using competitors’ names in queries.
2. Do not use YAN (Yandex Advertising Network). They want to order pizza right here and now, the demand is impulsive and is better fulfilled by searching. Placing in YAN could only work with a strong promotion for which the site was adapted. We offered this option to the client (he was in charge of the site himself), but it was not possible to make the necessary changes. We tried to distribute the promotional code in YAN, but it didn’t work either. As a result, they turned it off; the lead was obtained at too high a price.

results

How was ROI calculated?

The client did not have an end-to-end analytics system set up, but he got confused and calculated ROI with his hands in Excel:

1. I downloaded all requests for contextual advertising from the Unified Lead Journal, checked phone numbers and applications with transactions in the CRM.
2. Calculated the total income from advertising clients.
3. I calculated the cost of contextual advertising for the same period.
4. ROI was calculated using the formula: