How a Multi-Outlet Café Chain in Mumbai Scaled Direct Walk-ins and Cut Commissions by 60%
High reliance on food delivery aggregators charging 25%+ commissions, with low direct dine-in walk-ins.
The Challenge
This premium multi-outlet café chain in Mumbai was highly reliant on Zomato and Swiggy for their orders, paying over 25% commissions on every sale. This high commission rate was cutting deep into their net margins, while dine-in tables remained empty on weekdays. Additionally, they lacked direct customer contact data, preventing them from running loyalty programs. They needed a direct way to drive physical store walk-ins and direct customer interactions without depending on third-party food delivery aggregators.
The Solution
We launched targeted local radius campaigns on Instagram Reels showcasing their food items and ambient café layout. We targeted foodies and coffee lovers residing or working within a 3km radius of their outlets. The ad creatives featured raw, engaging mobile video clips of popular dishes. We integrated a WhatsApp CTA that instantly opened a chat with their booking bot, offering a free direct booking discount. We also optimized their Google Maps profile to rank in the local pack, generating direct direction queries and calls.
Campaign Timeline
Funnel Design & Pixel Binding
Custom Astro landing page creation, GMB optimization audits, pixel tracking validation, and meta-data configurations.
Creative Ad Set Launches
Active campaign deployment for pre-filtered lead forms. Launching targeted search sets and dynamic local GMB post uploads.
A/B Testing & Exclusions
Invalid click exclusions setup, negative search terms audit, ad creative testing, and lead quality checks with the CRM dashboard.
Stabilizing target ROAS indices
Lead flow automation, automated WhatsApp integrations, client review request loops, and scaling monthly budget channels.
"We finally have empty tables filled on weekdays and have built our own list of loyal customers. Our dependency on delivery portals has dropped, saving us lakhs in commission fees."
The Bodhi Kitchen
Café & QSR Chain • MumbaiProject Brief
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