Multi-Location UK Fish & Chips Chains
How geo-targeted Meta Ads grew local delivery orders by 42% for a multi-branch UK fish & chips brand — without raising the monthly budget.
The Challenge
A multi-location fish & chips group was spending on Meta Ads but couldn't tell which branch was actually getting orders. Every location ran the same generic ad, budgets were spread evenly, and hungry customers five minutes away were seeing the same creative as people twenty miles out.
The result: decent reach, weak orders, and no reliable way to scale what worked.
The Strategy — Geo-Targeted Funnels
I rebuilt the account around one simple idea: a chippy is a local business, so the ads must behave locally. Each branch got its own campaign with a tight 5-mile radius audience, its own budget, and creative that named the actual neighbourhood.
Inside each location campaign I built a two-step funnel: awareness ads showcasing the food to cold local audiences, and conversion ads with delivery offers retargeting anyone who engaged, visited the page, or watched 50%+ of a video.
- Separate campaign per branch with store-level budget control
- 5-mile radius audiences layered with food & takeaway interests
- Delivery-day scheduling: heavier spend Thursday–Sunday evenings
- Store-traffic objective for walk-ins, conversions objective for delivery
The Creative Approach
Food ads live or die on appetite appeal. We shot short vertical videos of batter hitting the fryer, cheese pulls, and chips being salted — the moments that make people hungry. Every video opened with the food in the first second, with a caption overlay naming the area: 'Fresh off the fryer in [Town].'
Each week we tested three creative variants per branch: one video, one carousel of menu items, and one offer-led static. Winning formats got 70% of the budget; losers were cut fast.
- Hook-first vertical video: food in frame within 1 second
- Neighbourhood naming in overlays to boost local relevance
- Weekly A/B rotation: video vs carousel vs offer static
- UTM-tagged links to measure orders per creative
Tracking & Measurement
Meta Pixel and Conversions API were deployed across the ordering flow so every 'Order Now' click, menu view, and completed delivery order was attributed back to the exact branch, campaign, and creative. GA4 dashboards gave the owners a single view of orders per location per week.
The Result
Within 8 weeks, local delivery orders grew 42% across the group, cost per delivery order dropped 28%, and the owners could finally see — branch by branch — exactly which ads put food in customers' hands.
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