Jaan Restaurant Network — Bolton, Blackburn, Preston

The Challenge

Jaan operated three luxury branches — Bolton, Blackburn, and Preston — but marketed them like three unrelated restaurants. Each branch boosted posts randomly, there was no shared audience strategy, and weekend tables (the profit engine of any restaurant) were filling by luck, not by design.

The Strategy — One System, Three Local Layers

I consolidated everything into one unified campaign architecture: a single brand-level structure with location-segmented ad sets. That meant shared learnings and pixel data across the group, but messaging and budgets tuned to each city's audience.

The funnel targeted the reservation moment specifically. Midweek ads built desire with cinematic food and interior video; Thursday–Saturday conversion ads pushed 'Book your table' to warm audiences — engagers, video viewers, past website visitors, and lookalikes of existing bookers.

• Unified account structure with shared pixel & CAPI data
• Location-segmented ad sets per branch city
• Midweek awareness → Thursday–Saturday booking push
• Lookalike audiences built from actual reservation lists

The Creative Approach

Luxury dining sells atmosphere, not just food. We produced two video styles and A/B tested them head-to-head: slow cinematic walkthroughs of the dining room versus fast-cut chef-and-flame kitchen footage. The cinematic walkthroughs won on view-through rate; the kitchen cuts won on bookings — so we used each where it performed best in the funnel.

Every ad ended with a single clear action: 'Reserve your weekend table' — linking straight to the booking page with UTM tracking per branch.

• Cinematic interior video for desire-building (awareness)
• Fast-cut kitchen footage for conversion ads
• Head-to-head A/B testing with 7-day decision windows
• Single CTA discipline: one action, one booking link

Tracking & Measurement

CAPI was wired to the reservation system so completed bookings fed back into Meta as conversion events — letting the algorithm optimise for people who actually book, not just click. Branch-level dashboards showed reservations, cost per booking, and best-performing creative for each city.