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	$13,389	6,155	$2.18	1,423	23%	212,353
Brya Zan Plano	$3,306	2,965	$1.12	1,374	46%	55,585
Combined	$16,695	9,120	$1.83	2,797	31%	—

✓

Brya Zan is the efficiency leader this window. It buys an order click for $1.12 against $2.18 at Malai Kitchen, a 95% 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

6,155 order clicks at $2.18 each.

Over the window the campaigns drove 6,155 order clicks for $13,389. Cost per order click rose from $1.81 to $3.27, and getting it back down is the priority below.

81% costlier

Cost per order moved the wrong way.

Cost per order click went from $1.81 to $3.27 across the window.

1,423 direct

Orders that skip the marketplace.

1,423 of 6,155 order clicks went straight to ChowNow, your own platform, at $9.41 each. Those keep the most margin because no marketplace takes a cut.

$1.84 vs $2.92

The locations do not perform alike.

Uptown turns budget into orders at $1.84. Preston Center pays $2.92. 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.	33,569		starting point
Reached the smartlink page The smartlink page finished loading for them.	28,613	85%	of the step above
Tapped through to order Left the smartlink for an ordering platform. This is the order click.	6,155	22%	of the step above
Went direct to your own platform The subset of the step above that chose ChowNow instead of a marketplace.	1,423	23%	of the step above

✓

The drop is at the smartlink page, not at the ad. 85% 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 19,333 times and sent 3,405 taps to an ordering platform.

What they did	Times	What it means
Looked at the menu	2,925	Opened the menu on the smartlink page.
Booked a table	1,168	Started a reservation.
Went to the website	824	Left the smartlink for the restaurant's own site.
Asked for directions	293	Tapped for directions, so they are heading to the restaurant.
Called	9	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 1,423 going direct and 4,732 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 $1.84Brand average $2.18

Location	Spend	Order clicks	Cost / order	Direct	CTR ?	Order rate ?
Uptown Most efficient	$3,309	1,799	$1.84	391	6.8%	20.9%
Fort Worth	$3,458	1,844	$1.88	384	6.4%	22.5%
Southlake	$3,304	1,375	$2.40	308	5.4%	22.3%
Preston Center	$3,317	1,137	$2.92	340	4.9%	20.0%
All 4 locations	$13,389	6,155	$2.18	1,423	5.9%	21.5%

✓

Uptown is setting the pace at $1.84 per order, against $2.92 at Preston Center, on close to the same budget. Closing that gap is the next move.

Malai Kitchen · creative

37 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 $1.86 / order

Order clicks by video, all locations combined

Order clicks

Top three videos deliver 54% of every orderCost per order shown under each name

Lens one · volume

$1.59

"Let Us Handle Dinner" buys the cheapest order clicks.

669 order clicks on $1,065 of spend. If the goal is the most orders for the money, this is the winner.

Lens two · margin

$5.68

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

438 of its 1,339 order clicks went direct to ChowNow, a 33% direct rate.

These two lenses disagree, and only you can settle it. On raw order clicks, "Let Us Handle Dinner" wins at $1.59 against $1.86. On direct orders, the ones with no marketplace commission, "Recognized For A Reason" wins at $5.68 against $6.08. Which one we scale depends on what a direct order is worth to you versus a marketplace order. Tell us that number and we will point the budget at it.

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.

$2.06

Best audience: 65+

2,452 orders, 40% of everything you sold

29%

Gap, best to worst age

Every age group orders. None is wasted spend.

70%

Female

$2.07 per order click

92%

On a phone

212,353 people reached, seen 4.2 times each

Cost per order click by age

Shorter is better, it means a cheaper order

Best at scale 65+ at $2.06Brand average $2.18Only 29% 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 $2.06, better than your $2.18 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

Facebook3,331 order clicks at $2.04 each

$6,800

Instagram2,134 order clicks at $2.11 each

$4,498

Audience Network677 order clicks at $3.05 each

$2,065

Brya Zan · the story

2,965 order clicks at $1.12 each.

Over the window the campaigns drove 2,965 order clicks for $3,306, holding near $1.12 throughout.

$1.12

The price of an order held steady.

Cost per order click went from $1.26 to $1.26 across the window.

1,374 direct

Orders that skip the marketplace.

1,374 of 2,965 order clicks went straight to ChowNow, your own platform, at $2.41 each. Those keep the most margin because no marketplace takes a cut.

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.	8,234		starting point
Reached the smartlink page The smartlink page finished loading for them.	7,949	97%	of the step above
Tapped through to order Left the smartlink for an ordering platform. This is the order click.	2,965	37%	of the step above
Went direct to your own platform The subset of the step above that chose ChowNow instead of a marketplace.	1,374	46%	of the step above

✓

The drop is at the smartlink page, not at the ad. 97% of the people who tap the ad reach the page, which is healthy. Of those, 37% 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 5,637 times and sent 2,338 taps to an ordering platform.

What they did	Times	What it means
Looked at the menu	1,128	Opened the menu on the smartlink page.
Asked for directions	278	Tapped for directions, so they are heading to the restaurant.
Went to the website	135	Left the smartlink for the restaurant's own site.
Called	3	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 1,374 going direct and 1,591 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

31 videos ran. Three are carrying it.

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

#1 $0.86 / order

Yes We Have Drive Thru

1,159Order clicks

$992Spend

582Direct (50%)

6.4%CTR

Watch the ad ▸

#2 $1.30 / order

Say It With Us

541Order clicks

$702Spend

226Direct (42%)

6.7%CTR

Watch the ad ▸

#3 $1.29 / order

Bangkok In Plano

283Order clicks

$366Spend

125Direct (44%)

4.9%CTR

Watch the ad ▸

#4 $1.20 / order

Plano's New Pre-Game Spot

242Order clicks

$291Spend

108Direct (45%)

5.5%CTR

Watch the ad ▸

#5 $1.46 / order

Cheewit Cheewa Live Lively

211Order clicks

$308Spend

95Direct (45%)

6.0%CTR

Watch the ad ▸

#6 $1.06 / order

Pandan Or Vietnamese Coffee

138Order clicks

$146Spend

64Direct (46%)

8.2%CTR

Watch the ad ▸

Order clicks by video

Order clicks

Top three videos deliver 67% of every orderCost per order shown under each name

Lens one · volume

$0.86

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

1,159 order clicks on $992 of spend. If the goal is the most orders for the money, this is the winner.

Lens two · margin

$1.71

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

582 of its 1,159 order clicks went direct to ChowNow, a 50% direct rate.

Both lenses agree this window. "Yes We Have Drive Thru" buys the cheapest order clicks ($0.86) 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.

$1.03

Best audience: 65+

1,129 orders, 38% of everything you sold

28%

Gap, best to worst age

Every age group orders. None is wasted spend.

75%

Female

$1.07 per order click

92%

On a phone

55,585 people reached, seen 4.1 times each

Cost per order click by age

Shorter is better, it means a cheaper order

Best at scale 65+ at $1.03Brand average $1.12Only 28% 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 $1.03, better than your $1.12 average, and it delivers 38% 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

Facebook1,866 order clicks at $1.06 each

$1,986

Instagram1,069 order clicks at $1.21 each

$1,290

Threads14 order clicks at $1.40 each

$20

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	6,155	2,965	A tap from your smartlink through to an ordering platform. This is what the campaigns are optimized to buy.
Direct order click Highest margin	1,423	1,374	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	28,613	7,949	People who reached the smartlink page. 24.9% 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 $2.92 per order against Uptown at $1.84. 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

6,155 order clicks at $2.18 each.

Cost per order moved the wrong way.

Orders that skip the marketplace.

The locations do not perform alike.

The price of an order moved up.

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

37 videos ran. Three are carrying it.

Recognized For A Reason

Drunken Noodles Done Right

Happy Hour Just Got Bigger

More Than A Name

Let Us Handle Dinner

What We'd Order

Order clicks by video, all locations combined

"Let Us Handle Dinner" 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

2,965 order clicks at $1.12 each.

The price of an order held steady.

Orders that skip the marketplace.

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

31 videos ran. Three are carrying it.

Yes We Have Drive Thru

Say It With Us

Bangkok In Plano

Plano's New Pre-Game Spot

Cheewit Cheewa Live Lively

Pandan Or Vietnamese Coffee

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.