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	$5,187	1,088	$4.77	97	9%	95,696
Brya Zan Plano	$1,219	788	$1.55	448	57%	31,687
Combined	$6,406	1,876	$3.41	545	29%	—

✓

Brya Zan is the efficiency leader this window. It buys an order click for $1.55 against $4.77 at Malai Kitchen, a 208% 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.

Dine-in

Reservations, the number you care about.

The tables we help fill, by location. All four Malai locations ran campaigns built to buy reservations this window, next to the ones that buy order clicks.

712

Reservation starts

up 171% vs prior 30 days

$4.02

Cost / reservation

On the reservation campaigns

622

From reservation campaigns

$2,502 spent

From order-click campaigns

A bonus on top

Location	Reservation campaign spend	Reservations from it	From order-click campaigns	Total reservations	Cost / reservation
Uptown Most efficient	$810	267	46	313	$3.04
Preston Center	$590	120	0	120	$4.92
Southlake	$305	32	14	46	$9.52
Fort Worth	$796	203	30	233	$3.92
All 4 locations	$2,502	622	90	712	$4.02

✓

712 reservation starts at Malai Kitchen, against 263 in the prior 30 days. Best cost per reservation: Uptown at $3.04. Brya Zan has no reservation campaign yet: its one campaign buys order clicks and recorded no reservation starts this window, so this section is Malai Kitchen only.

A reservation start is a tap on Book a table on your smartlink. The booking itself finishes on the reservation platform, so Meta counts reservation intent, not the seated table. Cost per reservation uses the reservation campaigns only, because the order-click campaigns are buying something else.

Malai Kitchen · the story

Your cost per order fell 15% in 30 days.

We started the window paying $4.98 for every order click. We finished it paying $4.23. Same ads, same budget, far better prices. In total, 1,088 order clicks for $5,187.

15% cheaper

The ads got better as they learned.

Cost per order click went from $4.98 to $4.23 across the window.

97 direct

Orders that skip the marketplace.

97 of 1,088 order clicks went straight to ChowNow, your own platform, at $53.48 each. Those keep the most margin because no marketplace takes a cut.

$4.27 vs $8.97

The locations do not perform alike.

Uptown turns budget into orders at $4.27. Preston Center pays $8.97. 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.	10,714		starting point
Reached the smartlink page The smartlink page finished loading for them.	8,621	80%	of the step above
Tapped through to order Left the smartlink for an ordering platform. This is the order click.	1,088	13%	of the step above
Went direct to your own platform The subset of the step above that chose ChowNow instead of a marketplace.	97	9%	of the step above

✓

The drop is at the smartlink page, not at the ad. 80% of the people who tap the ad reach the page, which is healthy. Of those, 13% 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 24,032 times and sent 3,781 taps to an ordering platform.

What they did	Times	What it means
Booked a table	4,056	Started a reservation.
Looked at the menu	2,251	Opened the menu on the smartlink page.
Went to the website	497	Left the smartlink for the restaurant's own site.
Asked for directions	411	Tapped for directions, so they are heading to the restaurant.
Called	15	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 97 going direct and 991 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 $4.27Brand average $4.77

Location	Spend	Order clicks	Cost / order	Direct	CTR ?	Order rate ?
Uptown Most efficient	$1,611	377	$4.27	33	7.7%	11.5%
Fort Worth	$1,704	391	$4.36	34	5.9%	13.4%
Southlake	$1,002	223	$4.49	20	3.8%	17.4%
Preston Center	$870	97	$8.97	10	5.0%	8.5%
All 4 locations	$5,187	1,088	$4.77	97	5.8%	12.6%

✓

Uptown is setting the pace at $4.27 per order, against $8.97 at Preston Center, on close to the same budget. Closing that gap is the next move.

Malai Kitchen · creative

28 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 $2.93 / order

Order clicks by video, all locations combined

Order clicks

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

Lens one · volume

$2.24

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

228 order clicks on $511 of spend. If the goal is the most orders for the money, this is the winner.

Lens two · margin

$23.43

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

31 of its 248 order clicks went direct to ChowNow, a 12% direct rate.

These two lenses disagree, and only you can settle it. On raw order clicks, "Four Things You Won't See" wins at $2.24 against $2.93. On direct orders, the ones with no marketplace commission, "Let Us Handle Dinner" wins at $23.43 against $36.48. 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.

$4.19

Best audience: 55-64

218 orders, 20% of everything you sold

153%

Gap, best to worst age

Every age group orders. None is wasted spend.

60%

Female

$3.88 per order click

91%

On a phone

95,696 people reached, seen 2.5 times each

Cost per order click by age

Shorter is better, it means a cheaper order

Best at scale 55-64 at $4.19Brand average $4.77Only 153% separates the best age from the worst

Order clicks by age, same order

Order clicks delivered

✓

Your cheapest audience and your biggest are not the same group. 55-64 orders cheapest at $4.19, while 65+ delivers the most volume (373 orders at $4.52). Growing means paying a little more per order or working 55-64 harder, and that is the trade to decide together.

Where the money went by platform

Audience Network137 order clicks at $17.59 each

$2,410

Facebook586 order clicks at $2.86 each

$1,678

Instagram358 order clicks at $3.04 each

$1,088

→

Half your budget still has room to work harder. Audience Network took 46% of spend ($2,410) and delivered orders at $17.59, while Facebook delivered at $2.86. 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

788 order clicks at $1.55 each.

Over the window the campaigns drove 788 order clicks for $1,219. Cost per order click rose from $1.23 to $1.91, and getting it back down is the priority below.

55% costlier

Cost per order moved the wrong way.

Cost per order click went from $1.23 to $1.91 across the window.

448 direct

Orders that skip the marketplace.

448 of 788 order clicks went straight to ChowNow, your own platform, at $2.72 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.	2,632		starting point
Reached the smartlink page The smartlink page finished loading for them.	2,526	96%	of the step above
Tapped through to order Left the smartlink for an ordering platform. This is the order click.	788	31%	of the step above
Went direct to your own platform The subset of the step above that chose ChowNow instead of a marketplace.	448	57%	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, 31% 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 6,411 times and sent 2,422 taps to an ordering platform.

What they did	Times	What it means
Looked at the menu	718	Opened the menu on the smartlink page.
Asked for directions	214	Tapped for directions, so they are heading to the restaurant.
Went to the website	196	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 448 going direct and 340 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

17 videos ran. Three are carrying it.

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

#1 $1.52 / order

Yes We Have Drive Thru

258Order clicks

$391Spend

143Direct (55%)

5.5%CTR

Watch the ad ▸

#2 $1.51 / order

Lunch Without The Wait

208Order clicks

$314Spend

111Direct (53%)

4.9%CTR

Watch the ad ▸

#3 $1.49 / order

Pandan Or Vietnamese Coffee

$100Spend

7.4%CTR

Tiger Noodles Any Day

$62Spend

5.5%CTR

Same Order Every Time

$77Spend

7.1%CTR

Tonights Dinner Handled

41Order clicks

$75Spend

26Direct (63%)

4.2%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

$1.26

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

49 order clicks on $62 of spend. If the goal is the most orders for the money, this is the winner.

Lens two · margin

$2.12

"Tiger Noodles Any Day" buys the cheapest direct orders.

29 of its 49 order clicks went direct to ChowNow, a 59% direct rate.

Both lenses agree this window. "Tiger Noodles Any Day" buys the cheapest order clicks ($1.26) 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.

$1.45

Best audience: 65+

279 orders, 35% of everything you sold

35%

Gap, best to worst age

Every age group orders. None is wasted spend.

77%

Female

$1.55 per order click

92%

On a phone

31,687 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 $1.45Brand average $1.55Only 35% 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 $1.45, better than your $1.55 average, and it delivers 35% 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 $1.36, the cheapest number on this page, but on only $105 of spend and 77 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

Facebook522 order clicks at $1.47 each

$768

Instagram244 order clicks at $1.75 each

$428

Audience Network17 order clicks at $0.84 each

$14

→

Half your budget still has room to work harder. Instagram took 35% of spend ($428) and delivered orders at $1.75, while Audience_Network delivered at $0.84. 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	1,088	788	A tap from your smartlink through to an ordering platform. This is what the campaigns are optimized to buy.
Direct order click Highest margin	97	448	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	8,621	2,526	People who reached the smartlink page. 16.8% 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 $8.97 per order against Uptown at $4.27. 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: Brya Zan also ran local Search on Google: $606 this window for 1,297 clicks and 376 direction requests. Malai Kitchen has no Google campaigns built, so its spend above is Meta only. Google is not in the order click totals above: a direction request is a visit intent, not an order click, so the two are kept apart.

Side by side, before we go deep.

Reservations, the number you care about.

Malai Kitchen

Your cost per order fell 15% in 30 days.

The ads got better as they learned.

Orders that skip the marketplace.

The locations do not perform alike.

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

All four sell. Two of them fly.

Cost per order click by location

28 videos ran. Three are carrying it.

Let Us Handle Dinner

Four Things You Won't See

Happy Hour Just Got Bigger

Mild To Extra Spicy

Two Menus One Kitchen

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

788 order clicks at $1.55 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

17 videos ran. Three are carrying it.

Yes We Have Drive Thru

Lunch Without The Wait

Pandan Or Vietnamese Coffee

Tiger Noodles Any Day

Same Order Every Time

Tonights Dinner Handled

Order clicks by video

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

"Tiger Noodles Any Day" 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.