Doubling ROAS on online ordering across Egypt and the US

The bottleneck

The brand had an online ordering platform in Egypt and the US, but it wasn't pulling its weight. The objectives were clear: activate the platform, lift conversion on the site, acquire new online customers, learn which content actually drives orders, and build the data to scale into new markets.

What we changed

• Analysed the business and audience in both markets before building the plan, and identified Facebook and Instagram as the core acquisition channels.
• Built a content strategy around short video showing the menu, preparation and brand story, then used it as the backbone of paid social.
• Ran a conversion programme on the ordering site: cleaner user experience, a shorter checkout and social proof from customer reviews and ratings.
• Built a staged remarketing system to bring back people who had engaged with the site or social channels but hadn't ordered yet.

The result

• Return on ad spend doubled across both markets.
• Online customer activation grew 120%.
• Average order value improved significantly.
• Video campaigns delivered the strongest engagement and click-through rates, and became the template for scaling.