ILUNCH

Initial Data

Age of the website:

3 years

Business Type:

HoReCa — a chain of quick and high-quality lunch restaurants (smart lunch).

Target region:

Lithuania (Vilnius, Kaunas, and other cities)

Direction:

Meta Ads Advertising (Facebook, Instagram)

At the start of the project:

the chain already had brand recognition, but social media was not being used to its full potential to drive daily visits and attract new customers to specific locations. The main challenge was high competition during lunch hours and the need to refresh interest in the menu daily.

Objectives

/01 Increase the flow of visitors to the chain's restaurants during lunch hours (11:00 AM – 3:00 PM).
/02 Enhance iLunch’s brand awareness as a leader in the "smart lunch" format (fast, high-tech, delicious).
/03 Drive growth in social media engagement (likes, saves, comments).
/04 Build a loyal community that associates dining out exclusively with iLunch.
/05 Set up targeted advertising linked to the geolocation of each individual restaurant.

Implementation Strategy

The strategy was based on the “Food Porn” principle (highly attractive visual content) and local marketing. The primary focus was on demonstrating service speed (innovative self-service terminals) and the freshness of the daily menu. Advertising campaigns were set up within a radius around business centers to reach office workers immediately before their lunch break.

Work Performed

Audit and Visual Concept

Developed a unified profile design style (Tone of Voice and visual code).
Created templates for daily menu publications that are easily readable on smartphones.
Conducted professional food photography to build a database of appetizing creatives.

Content Marketing and Interaction

Launched regular Reels demonstrating the process of selecting dishes via terminals (showcasing technology).
Created interactive Stories with polls regarding favorite dishes of the week.
Published “behind-the-scenes” content: kitchen processes and high hygiene standards.

Setup and Launch of Targeted Advertising

Configured “Reach” and “Traffic” campaigns within a 1–3 km radius of each iLunch restaurant.
Utilized dayparting for ad delivery: peak ad activity was set from 10:00 AM to 1:30 PM.
Created segmented audiences: office workers, students, and residents of nearby residential complexes.

Loyalty and Influencer Marketing

Engaged local micro-influencers to perform “test drives” of the lunches.
Conducted giveaways for free lunches or weekly passes to increase virality.

Optimization and Analytics

Analyzed click-through rates to the menu page on the website via tracking links.
Monitored follower growth and engagement rates (ER).
Adjusted ad creatives based on the most popular dish categories.

Results


A fully operational SMM communication system that attracts customers in real-time.
Achieved high brand visibility among the target audience within the radius of key business locations.
Increased customer loyalty due to process transparency and daily content updates.
Improved advertising budget efficiency through precise geo-targeting and ad timing.
Created a digital asset that allows the chain to quickly announce new location openings and menu updates.

A fully operational SMM communication system that attracts customers in real-time.

Achieved high brand visibility among the target audience within the radius of key business locations.

Increased customer loyalty due to process transparency and daily content updates.

Improved advertising budget efficiency through precise geo-targeting and ad timing.

Created a digital asset that allows the chain to quickly announce new location openings and menu updates.

Analysis and validation of results

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