Sushi Story
Sushi Story is a sushi and Asian-food delivery franchise, with separate owners running branches in different cities and countries. We took over an account that had campaigns but no strategy behind them and rebuilt it into a segmented product funnel — across sixty campaigns on one branch that account now shows $272,149.88 in purchase value at a blended 23.55 ROAS, with purchases costing well under a dollar.
NICHE
Food Delivery
CHANNEL
Meta Ads
TIMELINE
2020 — ongoing
SERVICE
Media buying
23.55
blended ROAS across 60 campaigns
$272K
purchase value from a single branch
<$1
cost per purchase
5+
years of ongoing work
Sound off — tap a video for sound
The account was already running when we came in, but there was nothing underneath it: budget was being spent, campaigns were live, and nobody could say which products were supposed to carry the revenue. Everything was advertised against everything through one catalogue feed, so the algorithm did what algorithms do and settled on the cheapest sets — the ones that win the click and quietly destroy the margin. Creative made it worse: approvals dragged on for weeks, and what came back was brand imagery rather than advertising. And the ceiling was hard: every branch sells inside one city, so there was no version of this where the answer was simply more budget.
0
Rebuilt the range we put budget behind: we split the catalogue into cheap, mid and premium tiers and moved spend onto the mid and premium sets with secondary products attached as upsells, and the premium-set campaigns went on to return more per dollar than the discount-set campaigns they replaced, at a comparable cost per purchase.
0
Put the catalogue back to work as dynamic product ads: the range rotated automatically instead of forcing a manual rebuild of every ad set each time the sets changed, and those campaigns brought purchases in at well under a dollar.
0
Rewrote the creative brief and the layout itself: we specified the ads on our side, the client’s marketing team produced and approved them, and selling creatives replaced brand-style visuals, which lifted CTR and pulled the cost per action down with it.
0
Ran the calendar as a system instead of a series of launches: permanent seasonal sets stayed live all season, a set of the month rotated on top, holiday sets went live several days early so the campaign was already optimized on the day that mattered, and automated rules switched sets on and off by time of day and by weekend so nothing depended on somebody remembering.
0
Scaled against the ceiling rather than against the budget: with a single city per branch the audience was finite, so we pushed spend while the cost per purchase held and rolled it back as soon as it drifted about 70% above target, and in the strongest weeks we cut budget at the client’s request because the kitchen could not keep up with the orders.
The first franchise owner we worked with recommended us to the other owners in the network, and that is how one branch became four. Nobody in that chain was obliged to work with us: every branch is a separate business, with its own owner and its own budget.
— Serhii Shtyrlov
Media Buyer, collaba.team
"Food delivery looks like the one niche where you launch and let it run — the product is cheap, the decision is impulsive, everyone gets hungry at the same time. It isn't. The funnel decides the result here exactly as it does in any other eCommerce: which product you put in front of a cold audience, what you attach to it, what you hold back for people who have already ordered once. The account changed the month we stopped advertising everything to everyone and started segmenting the range."
The cheapest item in a catalogue always wins the auction, because it wins the click. Let the algorithm optimize toward it and you will report a beautiful cost per purchase while handing the client a worse business than the one you started with. Here the premium sets returned more per dollar than the discount sets, at a comparable cost per purchase — segment the range first, then let the algorithm optimize inside the tier you actually want to sell.
UK LED Lighting
3.08 → 5.69
roas in four months
→
Ready to scale your paid social?
Send a short brief — we'll come back within one business day with first hypotheses and a call slot.
Kyiv, Ukraine · worldwide clients
What kind of business are you growing?
We typically work with businesses generating over $25,000 per month — does your brand qualify?
What do you need most right now?
Where do we send the plan?
Only latin letters, spaces, ' and - are allowed (min 2 letters) Please enter a valid email (latin characters only)Preferred way to contact you — pick any
Please pick at least one contact methodSounds like we're not the right fit — yet
We take on projects from $25k/month in revenue so our fee pays for itself. Meanwhile — our growth notes are free, and when you hit that mark, write us: rosty@collaba.team
Thanks — got it ✓
Book your free strategy call right now: