St. Petersburg food delivery brand hits capacity with 270%+ ROMI
EZCA ran multi-channel paid campaigns for Mamaprigotovit — sustaining 270%+ ROMI and ₽700–1,500 CAC until the kitchen hit full operational capacity.
Mamaprigotovit is a home-style food delivery service operating in St. Petersburg. EZCA ran a comprehensive paid media operation across Yandex.Direct, Google Ads, and VKontakte — targeting 100 orders per month at ₽1,500 cost per order within a ₽150,000/month budget. ROMI averaged above 270% and CAC held at ₽700–1,500. The engagement ended when kitchen capacity was fully exhausted — demand generated exceeded the business's ability to fulfill.
Mamaprigotovit had a product people loved but no reliable system for reaching new customers at scale.
Food delivery in St. Petersburg is a competitive market dominated by aggregator platforms. An independent brand with home-style positioning needs paid media that targets people seeking something more personal than a chain. Without clean analytics tracking which channels drove completed orders, it was impossible to allocate a fixed budget intelligently. The goal was 100 orders per month at ₽1,500 cost per order — a specific, achievable target that required a fully instrumented acquisition funnel.
EZCA built and ran a 3-channel acquisition system with full attribution from ad to completed order.
The engagement began with an analytics audit and site functionality review, correcting data errors and configuring proper goal and payment tracking. Ad account infrastructure across Yandex.Direct, Google Ads, and VKontakte was set up and optimized. On VKontakte, EZCA ran audience parsing to identify relevant food and lifestyle communities, then built targeted campaigns for those segments. More than 15 hypotheses were tested across targeted and contextual advertising — formats, audiences, messages, and landing pages. Budget was adjusted dynamically based on real-time performance data. The analytics setup gave the client visibility into the true cost per completed order, not just per click.
Mamaprigotovit's kitchen hit maximum capacity — a marketing success story limited by production, not demand.
ROMI averaged above 270% throughout the engagement. CAC stayed between ₽700 and ₽1,500 per order — at the low end well below target, demonstrating efficient acquisition. The partnership ended not due to campaign underperformance but because the kitchen reached full operational load: all available production capacity was absorbed by the order volume generated. Specific revenue figures are NDA-protected, but the capacity ceiling speaks directly to the demand EZCA created.
Key metrics from this engagement
Scope at a glance
- Paid Search