🍽️ Case Study: Quesene Restaurant SaaS
January 15 – March 30, 2023
Mumbai, India (Regional Launch)
162 Demos at ₹524/lead
🧩 Background
Quesene is a comprehensive restaurant management SaaS solution designed for Indian restaurants, offering table management, online ordering, inventory control, and customer loyalty features. Despite having a superior product compared to competitors, they were struggling to generate quality leads and convert them into paying customers in a highly competitive market.
🎯 Objective
Generate qualified SaaS demo requests from restaurant owners and managers, and improve the demo-to-paid conversion rate through an optimized sales process.
🛠 Strategy Breakdown
Hyper-Targeted Meta Ad Campaigns
We created precision-targeted campaigns focusing specifically on restaurant owners, managers, and decision-makers within the Mumbai region.
Implementation Details:
- •Developed custom audiences based on job titles, interests, and competitive tool usage
- •Created ad sets targeting restaurant industry professionals by behavior and role
- •Implemented dayparting to show ads during restaurant off-peak hours when managers would be handling administrative tasks
- •Utilized lookalike audiences derived from current customer data
Problem-Solution Landing Pages
Instead of generic product pages, we developed landing pages that directly addressed the top 5 pain points restaurant owners face, with Quesene positioned as the solution.
Implementation Details:
- •Created separate landing pages for different restaurant types (fine dining, casual, quick service)
- •Implemented detailed ROI calculators showing potential savings
- •Added social proof with video testimonials from existing restaurant customers
- •Optimized form length to balance qualification and completion rate
WhatsApp Demo Booking System
We implemented a WhatsApp-first approach for demo bookings, allowing restaurant professionals to schedule demos directly through their preferred communication channel.
Implementation Details:
- •Integrated WhatsApp Business API with automatic scheduling links
- •Created pre-demo qualification sequence to identify specific needs
- •Implemented automated reminders and rescheduling options
- •Provided product preview content before the scheduled demo
Post-Demo Nurturing Sequence
A comprehensive follow-up system was implemented to nurture leads who attended demos but didn't immediately convert, addressing common objections and providing additional value.
Implementation Details:
- •Created industry-specific case studies showing ROI timelines
- •Developed automated email sequence with progressive feature highlights
- •Implemented special offers for those who completed demos
- •Provided competitor comparison resources and migration guides
🗺️ Target Market
The campaign specifically targeted restaurant segments in Mumbai with distinct needs and pain points:
Fine Dining
Highest conversion rate
Casual Dining
Strong engagement
Quick Service
Volume potential
Cloud Kitchens
Emerging segment
Cafes & Bars
High growth potential
📊 Results Overview
Demo Requests
162
Show Rate
78%
Conversion
32%
New Customers
42
ROI
3.7x
Revenue
₹12.6 Lakhs
| Metric | Performance |
|---|---|
| Demo Requests Generated | 162 |
| Total Ad Spend | ₹85,000 |
| Cost Per Demo Request | ₹524 |
| Demo Show Rate | 78% |
| Demo-to-Paid Conversion | 32% |
| New Customers Acquired | 42 |
| Customer Acquisition Cost (CAC) | ₹2,023 |
| First Year Revenue Generated | ₹12.6 Lakhs |
| ROI (First Year) | 3.7x |
💡 Insights & Takeaways
- 1
Restaurant managers responded best to ads shown between 3-5 PM, their typical administrative window.
- 2
Fine dining establishments had 2.3x higher conversion rates compared to quick service restaurants.
- 3
WhatsApp booking resulted in 38% higher show rates compared to traditional email confirmations.
- 4
Leads who interacted with the ROI calculator were 64% more likely to convert to paid customers.
- 5
Case studies featuring similar restaurant types to the prospect's business increased conversion by 47%.
🏁 Conclusion
By developing a highly targeted campaign that spoke directly to restaurant pain points, combined with a streamlined demo process and effective post-demo nurturing, we helped Quesene acquire 42 new customers at a significantly lower CAC than industry standards. The campaign demonstrated that for SaaS products in specialized industries, success depends not just on lead volume but on lead quality and a conversion process built around industry-specific needs and constraints.
Services Used
- ✓SaaS Product Strategy
- ✓Digital Marketing Campaigns
- ✓Landing Page Optimization
- ✓Lead Nurturing Automation
Ad Objectives
Client Feedback
The Advease team didn't just bring us leads, they brought us the right leads. Their understanding of the restaurant business was evident in every aspect of the campaign, from the ad messaging to the demo process.
— Vikram Sharma, CEO of Quesene