Current Situation and Challenge
“Mucha-Mucha” needed to strengthen its brand awareness in the highly competitive food service sector. Since the business was primarily focused on delivery services, creating a strong digital identity was critically important.
The main challenge was to create and maintain customer interest across social media channels through engaging visual, promotional, and emotional content, which would ultimately have a direct impact on the number of orders.
Portali’s Goal
Strategy
- Awareness : Achieving maximum brand visibility through video concepts and effective graphic visuals
- Engagement : Stimulating high audience interest and activity.
- Conversion : Generating additional orders through DMs and delivery service applications such as Wolt and Glovo.
- ROI : Managing the advertising budget with a strong focus on results.
Work Completed:
- The target audience was identified as people who value traditional, high-quality cuisine and actively use food delivery services.
- Competitors’ social media strategies were also analysed.
- A unified visual style was developed to highlight the appeal of the dishes.
- Special emphasis was placed on high-quality video content, including Reels and video posts, designed to create an emotional connection and stimulate appetite.
- Awareness, engagement, and conversion-focused advertising campaigns were planned and launched on Facebook and Instagram.
- Precise audience segmentation and remarketing strategies were used to maximise results.
- Social media activity, advertising effectiveness, and customer engagement were regularly analysed.
- Based on the collected data, both the strategy and advertising campaigns were continuously optimised.
Results:
The implemented strategy delivered exceptional and measurable growth across every stage of the marketing funnel:
| Metric | Growth | Description |
| Conversion — Orders | 150% (1.5x) | The number of orders received through direct channels, including DMs, and delivery service applications increased significantly. |
| Engagement | 6x | The number of reactions, comments, shares, and saves on posts increased dramatically. |
| Followers | 100% (2x) | The number of social media followers doubled, creating a loyal audience base. |
| Reach | 300k+ | The campaigns reached more than 300,000 unique users, significantly increasing brand awareness. |
| Estimated ROI | 300% (3x) | Effective advertising budget management and campaign optimisation generated a threefold return on investment. |
Conclusion:
The “Mucha-Mucha” project demonstrated that a strong visual concept, emotional video and photo content, and precisely targeted advertising can help a brand successfully establish itself in the highly competitive food market. Our strategy positioned “Mucha-Mucha” as an in-demand food service business built around traditional Georgian cuisine and focused on high-quality delivery service.
Would you like your food business to perform just as effectively? Contact us. We will develop a strategy designed to deliver measurable results for your business.