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	$5,611	1,247	$4.50	100	8%	101,543
Brya Zan Plano	$1,318	985	$1.34	538	55%	34,695
Combined	$6,928	2,232	$3.10	638	29%	—

✓

Brya Zan is the efficiency leader this window. It buys an order click for $1.34 against $4.50 at Malai Kitchen, a 236% 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

1,247 order clicks at $4.50 each.

Over the window the campaigns drove 1,247 order clicks for $5,611. Cost per order click rose from $3.53 to $5.03, and getting it back down is the priority below.

43% costlier

Cost per order moved the wrong way.

Cost per order click went from $3.53 to $5.03 across the window.

100 direct

Orders that skip the marketplace.

100 of 1,247 order clicks went straight to ChowNow, your own platform, at $56.11 each. Those keep the most margin because no marketplace takes a cut.

$3.72 vs $6.23

The locations do not perform alike.

Fort Worth turns budget into orders at $3.72. Preston Center pays $6.23. 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.	9,722		starting point
Reached the smartlink page The smartlink page finished loading for them.	8,042	83%	of the step above
Tapped through to order Left the smartlink for an ordering platform. This is the order click.	1,247	16%	of the step above
Went direct to your own platform The subset of the step above that chose ChowNow instead of a marketplace.	100	8%	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, 16% 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 20,755 times and sent 3,243 taps to an ordering platform.

What they did	Times	What it means
Booked a table	2,745	Started a reservation.
Looked at the menu	2,388	Opened the menu on the smartlink page.
Went to the website	567	Left the smartlink for the restaurant's own site.
Asked for directions	385	Tapped for directions, so they are heading to the restaurant.
Called	21	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 100 going direct and 1,147 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 Fort Worth at $3.72Brand average $4.50

Location	Spend	Order clicks	Cost / order	Direct	CTR ?	Order rate ?
Fort Worth Most efficient	$1,583	426	$3.72	33	5.1%	17.2%
Uptown	$1,527	364	$4.20	27	5.9%	13.7%
Southlake	$1,278	261	$4.90	24	3.8%	16.7%
Preston Center	$1,222	196	$6.23	16	3.7%	14.6%
All 4 locations	$5,611	1,247	$4.50	100	4.7%	15.5%

✓

Fort Worth is setting the pace at $3.72 per order, against $6.23 at Preston Center, on close to the same budget. Closing that gap is the next move.

Malai Kitchen · creative

25 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 $2.67 / order

Order clicks by video, all locations combined

Order clicks

Top three videos deliver 72% of every orderCost per order shown under each name

Lens one · volume

$2.35

"Four Things You Won't See" buys the cheapest order clicks.

75 order clicks on $176 of spend. If the goal is the most orders for the money, this is the winner.

Lens two · margin

$24.70

"Let Us Handle Dinner" buys the cheapest direct orders.

40 of its 370 order clicks went direct to ChowNow, a 11% direct rate.

These two lenses disagree, and only you can settle it. On raw order clicks, "Four Things You Won't See" wins at $2.35 against $2.67. On direct orders, the ones with no marketplace commission, "Let Us Handle Dinner" wins at $24.70 against n/a. 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.

$3.93

Best audience: 65+

472 orders, 38% of everything you sold

160%

Gap, best to worst age

Every age group orders. None is wasted spend.

62%

Female

$3.72 per order click

91%

On a phone

101,543 people reached, seen 2.9 times each

Cost per order click by age

Shorter is better, it means a cheaper order

Best at scale 65+ at $3.93Brand average $4.50Only 160% 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 $3.93, better than your $4.50 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

Audience Network111 order clicks at $19.70 each

$2,187

Facebook737 order clicks at $2.85 each

$2,098

Instagram391 order clicks at $3.34 each

$1,308

→

Half your budget still has room to work harder. Audience Network took 39% of spend ($2,187) and delivered orders at $19.70, while Facebook delivered at $2.85. 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.

Brya Zan · the story

985 order clicks at $1.34 each.

Over the window the campaigns drove 985 order clicks for $1,318. Cost per order click rose from $1.35 to $1.47, and getting it back down is the priority below.

9% costlier

Cost per order moved the wrong way.

Cost per order click went from $1.35 to $1.47 across the window.

538 direct

Orders that skip the marketplace.

538 of 985 order clicks went straight to ChowNow, your own platform, at $2.45 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.	3,058		starting point
Reached the smartlink page The smartlink page finished loading for them.	2,981	97%	of the step above
Tapped through to order Left the smartlink for an ordering platform. This is the order click.	985	33%	of the step above
Went direct to your own platform The subset of the step above that chose ChowNow instead of a marketplace.	538	55%	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, 33% 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 7,300 times and sent 2,800 taps to an ordering platform.

What they did	Times	What it means
Looked at the menu	1,124	Opened the menu on the smartlink page.
Asked for directions	319	Tapped for directions, so they are heading to the restaurant.
Went to the website	200	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 538 going direct and 447 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

20 videos ran. Three are carrying it.

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

#1 $1.28 / order

Yes We Have Drive Thru

423Order clicks

$541Spend

224Direct (53%)

5.6%CTR

Watch the ad ▸

#2 $1.18 / order

Lunch Without The Wait

172Order clicks

$203Spend

86Direct (50%)

5.2%CTR

Watch the ad ▸

#3 $1.30 / order

Pandan Or Vietnamese Coffee

$100Spend

7.6%CTR

Say It With Us

$92Spend

6.3%CTR

Tiger Noodles Any Day

$52Spend

5.9%CTR

Home Before Kickoff

43Order clicks

$48Spend

27Direct (63%)

4.6%CTR

Watch the ad ▸

Order clicks by video

Order clicks

Top three videos deliver 68% of every orderCost per order shown under each name

Lens one · volume

$1.06

"Tiger Noodles Any Day" buys the cheapest order clicks.

49 order clicks on $52 of spend. If the goal is the most orders for the money, this is the winner.

Lens two · margin

$1.78

"Home Before Kickoff" buys the cheapest direct orders.

27 of its 43 order clicks went direct to ChowNow, a 63% direct rate.

These two lenses disagree, and only you can settle it. On raw order clicks, "Tiger Noodles Any Day" wins at $1.06 against $1.12. On direct orders, the ones with no marketplace commission, "Home Before Kickoff" wins at $1.78 against $1.86. 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.

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.

$1.33

Best audience: 65+

326 orders, 33% of everything you sold

49%

Gap, best to worst age

Every age group orders. None is wasted spend.

77%

Female

$1.33 per order click

93%

On a phone

34,695 people reached, seen 2.6 times each

Cost per order click by age

Shorter is better, it means a cheaper order

Best at scale 65+ at $1.33Brand average $1.34Only 49% 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 $1.33, better than your $1.34 average, and it delivers 33% 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.

→

And there is a free option worth testing. The 25-34 group orders at $1.18, the cheapest number on this page, but on only $108 of spend and 92 orders. That base is too small to promise anything on, which is exactly why it is interesting: worth a proper test next window.

Where the money went by platform

Facebook645 order clicks at $1.27 each

$819

Instagram327 order clicks at $1.47 each

$482

Audience Network10 order clicks at $0.87 each

→

Half your budget still has room to work harder. Instagram took 37% of spend ($482) and delivered orders at $1.47, while Audience_Network delivered at $0.87. 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	1,247	985	A tap from your smartlink through to an ordering platform. This is what the campaigns are optimized to buy.
Direct order click Highest margin	100	538	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	8,042	2,981	People who reached the smartlink page. 20.2% 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 $6.23 per order against Fort Worth at $3.72. 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

1,247 order clicks at $4.50 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

25 videos ran. Three are carrying it.

Let Us Handle Dinner

Happy Hour Just Got Bigger

Mild To Extra Spicy

Two Menus One Kitchen

Four Things You Won't See

Among America's Best Wings

Order clicks by video, all locations combined

"Four Things You Won't See" buys the cheapest order clicks.

"Let Us Handle Dinner" 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

985 order clicks at $1.34 each.

Cost per order moved the wrong way.

Orders that skip the marketplace.

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

20 videos ran. Three are carrying it.

Yes We Have Drive Thru

Lunch Without The Wait

Pandan Or Vietnamese Coffee

Say It With Us

Tiger Noodles Any Day

Home Before Kickoff

Order clicks by video

"Tiger Noodles Any Day" buys the cheapest order clicks.

"Home Before Kickoff" 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.