- 1. Website improvements. We improved the Tilda website's visual style, added clear booking and ordering buttons, highlighted the unique selling proposition and made the interface more modern and intuitive.
- 2. Target audience analysis. We researched the groups most likely to visit the cafes or order food: nearby office workers, families and couples, younger people and local residents. This allowed us to target each segment more precisely.
- 3. Keyword research. We selected keywords around location and audience behaviour, such as prepared food delivery nearby, where to have breakfast in St Petersburg and business lunch delivery.
- 4. Identifying unique selling propositions (USPs). We highlighted the cafes' advantages: free delivery within 3 km, a loyalty programme, free croutons with the first order and food prepared in-house.
- 5. Developing creatives and ads. We created visuals and advertising copy based on audience needs and the identified selling points.
- 6. Launching and configuring advertising campaigns. We configured radius targeting around both cafe locations. Using Yandex Audiences, we segmented people who lived nearby, worked nearby or were currently in the area. We prepared search, product and retargeting campaigns to bring customers back. This integrated approach significantly increased traffic and order conversion.
- 7. Launching 2GIS advertising and preparing creatives. We configured 2GIS campaigns to increase local visibility and prepared stories and banners tailored to the platform to reach the audience in different formats.
- The integrated approach significantly increased traffic and conversion to orders.
Mit Star
Cafe with delivery
Food delivery cafe marketing case study
About us
Mit Star , a cafe chain in St Petersburg with a welcoming atmosphere and a varied menu. Customers can dine in or use its convenient delivery service.
Project objectives:
increase online and in-person purchases through website improvements and Yandex Direct and 2GIS advertising.
Tools:
- target audience analysis
- competitor analysis
- website improvements
- preparing the advertising strategy and creatives
- keyword research
- setting up and launching campaigns on Yandex Direct and 2GIS
Paid search and display advertising
in Yandex Direct
Yandex Metrica
Analytics system
Figma
Graphics editor
Tilda
Advertising destination website, after our improvements:
What we delivered
Mit Star project results:
35%
website traffic growth in the first 3 months
x1,6
increase in website orders
25%
lower cost per enquiry
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