- Restaurants and cafés
- Marketing Campaigns
- Content Creation
- Social Media
- Solutions
Case study PappaRoti Egypt Egypt
PappaRoti Egypt: marketing campaign
Orders for under EGP 18 each, in Alexandria's dialect and its seaside summer.
I ran PappaRoti Egypt's social media: influencers, and sponsored posts on Facebook, Instagram and TikTok, analysed and reported every month. Within a year the marketing returned more than EGP 5 million, and four more branches opened in Egypt within 20 months.
- Duration
- One year
- Ad spend
- EGP 180K
- Channels
- Facebook · Instagram · TikTok · Influencers
- Country
- Egypt
The numbers
Project results
4.4X ROAS
- Monthly sales
- EGP 790K
- Marketing return within a year
- EGP 5M+
- New branches in Egypt within 20 months
- 4
What we did
Designs and screens from the project
- Social media strategy and creative content
- Influencer campaigns
- Sponsored posts on Facebook, Instagram and TikTok
- Monthly analysis, fixes and reports
- Ordering channels on Talabat and Elmenus
The full story
Where PappaRoti stood
PappaRoti is a restaurant and café chain from Malaysia with more than 310 branches worldwide. Its product is a warm coffee bun with a caramelised crust and a soft inside, with chocolate, cheese or another topping.
It entered Egypt in 2019, and its first outlet in Cairo drew a crowd. The owners wanted new customers, more revenue, and enough profit to open four more branches in Alexandria.
I ran their social media campaigns, with creative content and a monthly cycle of analysis, fixes and reports.
What I did, in order
1. Pictures before text
I chose the platforms first. Prospective customers liked visual content more than text-heavy ads, so I built the campaign on photos, video and influencers.
2. Influencers who tell a story
I hired influencers with active followers. They presented the product as a story, not as a classic ad.
3. Sponsored posts between the regular content
On Facebook, Instagram and TikTok, the sponsored posts sat between food-trend visuals and the page’s regular content. They announced upcoming events and in-store discounts. We wrote in Alexandria’s dialect and built the summer content around the sea.
Sample posts: Post 1, Post 2, Post 3, Post 4, Post 5, Post 6, Post 7, Post 8, Post 9.
4. Ordering channels
I improved the ordering channels on Talabat and Elmenus.
The result
Marketing return: more than EGP 5 million within a year.
Monthly sales: EGP 790K, with ROAS of 4.4X, that is EGP 4.4 in sales for each pound of ads. Ad spend: EGP 180K.
Branches: four more branches opened in Egypt within 20 months of the first campaigns.
Traffic, followers and views rose first, then the focus moved to sales. I have no figures for those three. The new branches also owe a great deal to PappaRoti’s management and its franchisees.
What to take from it
A product people can see sells on pictures and stories, not on text. Start with the content and the people who present it, then check the numbers every month and move the money to what sells.
If you run a café or a restaurant and plan a new branch, send me your monthly sales and ad spend. I will tell you what I would do first.
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