October at a glance
This month in one paragraph
A strong month. Reservations rose 24% on the back of the fall menu launch and the weekend brunch ads, and the cost of each booking fell to $3.80. Google Maps is now the biggest source of new visitors, which is why we spent October answering every review and refreshing the profile photos. Instagram reach jumped after the two kitchen videos; people want to see the food being made.
What we are doing next
- 1Launch the office catering page and run a small Google search campaign to offices within two miles.
- 2Film two more kitchen videos; they reached three times more people than any other post.
- 3Send the Thanksgiving weekend email on Nov 20, one week before the holiday.
Reservations by week
What this means
The gap between the two lines is the growth. It widened from week three, when the brunch ads started and the first kitchen video went out. If the lines ever cross, something stopped working and we will tell you what.
Where visitors came from
What this means
Search and Maps together bring more than half of all visitors, and they cost nothing per click. That is why we keep the Google Business profile current and answer reviews quickly: it is the cheapest marketing a cafe has.
Reviews
- 5 stars33
- 4 stars4
- 3 stars or below1
Content
- Published12
- In review4
- Needs edits3
- Planned5
| Best post | Reach |
|---|---|
| Kitchen video: the morning bake | 14,600 |
| Fall menu carousel | 6,200 |
| Staff pick: cardamom latte | 4,800 |
Campaigns
| Campaign | Spend | Result | Cost |
|---|---|---|---|
| Weekend brunch · Meta | $560 | 148 bookings | $3.78 |
| Fall menu launch · Meta | $420 | 96 bookings | $4.38 |
| Office catering · Google | $200 | 14 enquiries | $14.29 |
| Review drive · Email | $0 | 38 reviews | $0 |
What this means
“Cost” is what one result cost in ad money. A brunch booking for $3.78 is excellent for a cafe. Catering enquiries cost more because each one is worth far more; we will keep that campaign small until the catering page is live.
When people come
Why this is here
Posts go out at 10:30 a.m., when people are deciding where to have lunch, and the brunch ads run Thursday to Saturday evening. If the peak moves, the schedule moves with it.
Waiting for you
- Thanksgiving weekend post Review
- Office catering page Review
- November email draft Review