Paid Media Report · Malai Kitchen

Both brands

Side by side, before we go deep.

Same window, same channel, same way of counting. The two brands run separately and are read separately, but this is the one place they sit together.

Brand	Spend	Order clicks	Cost / order	Direct	Direct rate	Reached
Malai Kitchen 4 locations	$4,817	2,656	$1.81	821	31%	126,083
Brya Zan Plano	$1,266	1,120	$1.13	478	43%	31,075
Combined	$6,084	3,776	$1.61	1,299	34%	—

✓

Brya Zan is the efficiency leader this window. It buys an order click for $1.13 against $1.81 at Malai Kitchen, a 60% gap. Both are working. The gap is the useful part: it tells us what a tighter market and a sharper set of videos are worth, and it is the template for the next round of creative on the other brand.

Malai Kitchen · the story

2,656 order clicks at $1.81 each.

Over the window the campaigns drove 2,656 order clicks for $4,817, holding near $1.81 throughout.

$1.81

The price of an order held steady.

Cost per order click went from $1.77 to $1.76 across the window.

821 direct

Orders that skip the marketplace.

821 of 2,656 order clicks went straight to ChowNow, your own platform, at $5.87 each. Those keep the most margin because no marketplace takes a cut.

$1.40 vs $2.31

The locations do not perform alike.

Uptown turns budget into orders at $1.40. Preston Center pays $2.31. That gap is our next move.

Malai Kitchen · where the taps go

Where the clicks fall off.

Every step from tapping the ad to leaving for an ordering platform, and how many people make it through each one.

Step	People	Made it through
Tapped the ad A link click on the ad itself.	14,797		starting point
Reached the smartlink page The smartlink page finished loading for them.	12,265	83%	of the step above
Tapped through to order Left the smartlink for an ordering platform. This is the order click.	2,656	22%	of the step above
Went direct to your own platform The subset of the step above that chose ChowNow instead of a marketplace.	821	31%	of the step above

✓

The drop is at the smartlink page, not at the ad. 83% of the people who tap the ad reach the page, which is healthy. Of those, 22% tap through to order. That step is where the volume goes, and it is the one worth working on.

What people do on the page instead of ordering

This block counts every visit to the smartlink page, paid and organic together, because it comes from the page itself rather than from the ad. Over the same window the page was viewed 31,184 times and sent 7,473 taps to an ordering platform.

What they did	Times	What it means
Looked at the menu	2,947	Opened the menu on the smartlink page.
Went to the website	1,938	Left the smartlink for the restaurant's own site.
Asked for directions	966	Tapped for directions, so they are heading to the restaurant.
Booked a table	259	Started a reservation.
Called	78	Tapped the phone number.

Not all of these are lost orders. A tap for directions or a phone call is a customer heading to the restaurant, just not through an online order. The menu is the one to watch: it is the most common thing people do instead of ordering, which says the menu is doing the convincing and the order button has to be the easiest thing on the page.

Where we lose sight of them. The smartlink records which platform each order tap goes to, but only the ChowNow ones are broken out today, because that is the only split we set up to track. We can see 821 going direct and 1,835 going to a marketplace, but not which marketplace. Splitting DoorDash from UberEats needs one tracking change on our side, and it would only count from the day we make it, not backwards.

By location

All four sell. Two of them fly.

Each location runs its own campaign and its own smartlink. Every one of them is turning budget into orders. Some do it noticeably cheaper, which tells us where the next gain is.

Cost per order click by location

Shorter is better, it means a cheaper order

Best Uptown at $1.40Brand average $1.81

Location	Spend	Order clicks	Cost / order	Direct	CTR ?	Order rate ?
Uptown Most efficient	$1,180	843	$1.40	242	7.8%	22.7%
Fort Worth	$1,269	742	$1.71	201	7.1%	21.0%
Southlake	$1,185	560	$2.12	173	6.0%	22.2%
Preston Center	$1,182	511	$2.31	205	4.8%	20.4%
All 4 locations	$4,817	2,656	$1.81	821	6.4%	21.7%

✓

Uptown is setting the pace at $1.40 per order, against $2.31 at Preston Center, on close to the same budget. Closing that gap is the next move.

Malai Kitchen · creative

22 videos ran. Three are carrying it.

Each video runs as a separate ad at each location, so the same video appears several times in the raw report. We grouped them back together, so these are true concept totals across all locations.

#1 $1.64 / order

Order clicks by video, all locations combined

Order clicks

Top three videos deliver 84% of every orderCost per order shown under each name

Lens one · volume

$1.64

"Recognized For A Reason" buys the cheapest order clicks.

1,007 order clicks on $1,649 of spend. If the goal is the most orders for the money, this is the winner.

Lens two · margin

$4.74

"Recognized For A Reason" buys the cheapest direct orders.

348 of its 1,007 order clicks went direct to ChowNow, a 35% direct rate.

Both lenses agree this window. "Recognized For A Reason" buys the cheapest order clicks ($1.64) and the cheapest direct orders. That is the clearest signal we get, and it is where the budget goes next.

Malai Kitchen · audience

Which audience performed best.

We did not pick these groups. Meta found them. Sorted by what each one costs to get an order, cheapest first, so the best performer is first and not just the biggest.

$1.74

Best audience: 65+

1,075 orders, 40% of everything you sold

16%

Gap, best to worst age

Every age group orders. None is wasted spend.

69%

Female

$1.73 per order click

93%

On a phone

126,083 people reached, seen 2.7 times each

Cost per order click by age

Shorter is better, it means a cheaper order

Best at scale 65+ at $1.74Brand average $1.81Only 16% separates the best age from the worst

Order clicks by age, same order

Order clicks delivered

✓

Your best audience is also your biggest, and that is a lucky place to be. The 65+ group orders at $1.74, better than your $1.81 average, and it delivers 40% of every order you sold. Usually the cheap audience is tiny and the big audience is expensive. Here they are the same people, so scaling does not force a trade off.

Where the money went by platform

Facebook1,314 order clicks at $1.73 each

$2,272

Instagram913 order clicks at $1.84 each

$1,680

Audience Network427 order clicks at $2.02 each

$864

Brya Zan · the story

Your cost per order fell 43% in 30 days.

We started the window paying $1.39 for every order click. We finished it paying $0.79. Same ads, same budget, far better prices. In total, 1,120 order clicks for $1,266.

43% cheaper

The ads got better as they learned.

Cost per order click went from $1.39 to $0.79 across the window.

478 direct

Orders that skip the marketplace.

478 of 1,120 order clicks went straight to ChowNow, your own platform, at $2.65 each. Those keep the most margin because no marketplace takes a cut.

Meta Ads · Brya Zan

The price of an order kept falling.

Two views of the same window on one timeline. The top panel is how many order clicks we bought each day. The bottom panel is what each one cost. We want the top panel high and the bottom panel low.

Order clicks per day

Order clicks

Cost per order click

Best day Aug 4 at $0.61 First 7 days $1.39 Last 7 days $0.79

✓

This is real improvement, not a tracking change. When orders jump but clicks do not, it usually means the tracking changed rather than the ads. We checked: there is no step in the tracking anywhere in this window. What actually moved is the price of reaching people. Your cost per thousand views fell from $14.81 to $13.26.

Brya Zan · where the taps go

Where the clicks fall off.

Every step from tapping the ad to leaving for an ordering platform, and how many people make it through each one.

Step	People	Made it through
Tapped the ad A link click on the ad itself.	3,254		starting point
Reached the smartlink page The smartlink page finished loading for them.	3,114	96%	of the step above
Tapped through to order Left the smartlink for an ordering platform. This is the order click.	1,120	36%	of the step above
Went direct to your own platform The subset of the step above that chose ChowNow instead of a marketplace.	478	43%	of the step above

✓

The drop is at the smartlink page, not at the ad. 96% of the people who tap the ad reach the page, which is healthy. Of those, 36% tap through to order. That step is where the volume goes, and it is the one worth working on.

What people do on the page instead of ordering

This block counts every visit to the smartlink page, paid and organic together, because it comes from the page itself rather than from the ad. Over the same window the page was viewed 7,242 times and sent 2,834 taps to an ordering platform.

What they did	Times	What it means
Looked at the menu	1,108	Opened the menu on the smartlink page.
Went to the website	648	Left the smartlink for the restaurant's own site.
Asked for directions	245	Tapped for directions, so they are heading to the restaurant.
Called	9	Tapped the phone number.

Where we lose sight of them. The smartlink records which platform each order tap goes to, but only the ChowNow ones are broken out today, because that is the only split we set up to track. We can see 478 going direct and 642 going to a marketplace, but not which marketplace. Splitting DoorDash from UberEats needs one tracking change on our side, and it would only count from the day we make it, not backwards.

Brya Zan · creative

19 videos ran. Three are carrying it.

One location means one ad per video, so these are the videos as they ran.

#1 $0.59 / order

Yes We Have Drive Thru

335Order clicks

$197Spend

165Direct (49%)

7.3%CTR

Watch the ad ▸

#2 $1.33 / order

Say It With Us

193Order clicks

$258Spend

67Direct (35%)

6.9%CTR

Watch the ad ▸

#3 $1.36 / order

Bangkok In Plano

186Order clicks

$252Spend

75Direct (40%)

4.8%CTR

Watch the ad ▸

#4 $1.51 / order

Cheewit Cheewa Live Lively

181Order clicks

$274Spend

82Direct (45%)

6.0%CTR

Watch the ad ▸

#5 $1.07 / order

Pandan Or Vietnamese Coffee

$88Spend

8.4%CTR

Plano's New Pre-Game Spot

61Order clicks

$76Spend

28Direct (46%)

5.4%CTR

Watch the ad ▸

Order clicks by video

Order clicks

Top three videos deliver 64% of every orderCost per order shown under each name

Lens one · volume

$0.59

"Yes We Have Drive Thru" buys the cheapest order clicks.

335 order clicks on $197 of spend. If the goal is the most orders for the money, this is the winner.

Lens two · margin

$1.19

"Yes We Have Drive Thru" buys the cheapest direct orders.

165 of its 335 order clicks went direct to ChowNow, a 49% direct rate.

Both lenses agree this window. "Yes We Have Drive Thru" buys the cheapest order clicks ($0.59) and the cheapest direct orders. That is the clearest signal we get, and it is where the budget goes next.

Brya Zan · audience

Which audience performed best.

We did not pick these groups. Meta found them. Sorted by what each one costs to get an order, cheapest first, so the best performer is first and not just the biggest.

$0.96

Best audience: 65+

442 orders, 39% of everything you sold

79%

Gap, best to worst age

Every age group orders. None is wasted spend.

72%

Female

$1.04 per order click

92%

On a phone

31,075 people reached, seen 2.8 times each

Cost per order click by age

Shorter is better, it means a cheaper order

Best at scale 65+ at $0.96Brand average $1.13Only 79% separates the best age from the worst

Order clicks by age, same order

Order clicks delivered

✓

Your best audience is also your biggest, and that is a lucky place to be. The 65+ group orders at $0.96, better than your $1.13 average, and it delivers 39% of every order you sold. Usually the cheap audience is tiny and the big audience is expensive. Here they are the same people, so scaling does not force a trade off.

Where the money went by platform

Facebook746 order clicks at $1.03 each

$772

Instagram360 order clicks at $1.35 each

$486

→

Half your budget still has room to work harder. Instagram took 38% of spend ($486) and delivered orders at $1.35, while Facebook delivered at $1.03. Every one of those placements is still producing orders, so nothing here is wasted. But the gap is real money, and finding out whether the cheaper price holds without it is the cheapest experiment available to us.

Tracking

What we count, and what we cannot.

So every number on this page is read the same way by all of us. Both brands are counted identically.

What we count	Malai	Brya Zan	What it means
Order click Primary	2,656	1,120	A tap from your smartlink through to an ordering platform. This is what the campaigns are optimized to buy.
Direct order click Highest margin	821	478	The subset of the above that went to ChowNow instead of a marketplace. Counted inside the order clicks, never added on top.
Landing page views	12,265	3,114	People who reached the smartlink page. 24.6% of them tapped through to order.
Completed orders and revenue	Not visible	Not visible	Checkout finishes on DoorDash, UberEats or ChowNow. Meta cannot see the completed order, so we cannot report revenue or a return on ad spend. Closing this loop is the open item.

What's next

Where we take it from here.

Each move ties back to something this window proved.

Primary move

Fix the locations that lag.

Preston Center costs $2.31 per order against Uptown at $1.40. New creative for that market is the clearest gain on the table.

What we do: Ship fresh creative built for the slower markets, using what is working at Brya Zan as the reference.
Owner: Nativz creative, with your sign off.
We need: What a direct order is worth to you against a marketplace order.

Operating plan

The next window.

Carry the Brya Zan playbook across. The tighter market and sharper videos are buying cheaper orders. Apply the same build to the slower Malai markets.
Test the placements. Run one location without the most expensive placement and see whether the cheaper orders hold.
Fund the efficiency winner on each brand, raising it in steps and watching the price.
Build the next three videos per brand so results never lean on one concept.
Close the loop to real orders. Order intent is a good proxy. Real orders would be better.

On Google: the Google Ads account is open but no campaigns have been built in it, so it spent nothing this window. That is by design. Every dollar went to Meta, which is where the ordering audience is.

Side by side, before we go deep.

Malai Kitchen

2,656 order clicks at $1.81 each.

The price of an order held steady.

Orders that skip the marketplace.

The locations do not perform alike.

The price of an order held steady.

Order clicks per day

Cost per order click

Where the clicks fall off.

What people do on the page instead of ordering

All four sell. Two of them fly.

Cost per order click by location

22 videos ran. Three are carrying it.

Recognized For A Reason

Drunken Noodles Done Right

More Than A Name

What We'd Order

Yes We Brew It

Date Night Sorted

Order clicks by video, all locations combined

"Recognized For A Reason" buys the cheapest order clicks.

"Recognized For A Reason" buys the cheapest direct orders.

Which audience performed best.

Cost per order click by age

Order clicks by age, same order

Where the money went by platform

Brya Zan

Your cost per order fell 43% in 30 days.

The ads got better as they learned.

Orders that skip the marketplace.

The price of an order kept falling.

Order clicks per day

Cost per order click

Where the clicks fall off.

What people do on the page instead of ordering

19 videos ran. Three are carrying it.

Yes We Have Drive Thru

Say It With Us

Bangkok In Plano

Cheewit Cheewa Live Lively

Pandan Or Vietnamese Coffee

Plano's New Pre-Game Spot

Order clicks by video

"Yes We Have Drive Thru" buys the cheapest order clicks.

"Yes We Have Drive Thru" buys the cheapest direct orders.

Which audience performed best.

Cost per order click by age

Order clicks by age, same order

Where the money went by platform

What we count, and what we cannot.

Where we take it from here.

Fix the locations that lag.

The next window.

The hard part is done. Now we capture it.