marketing
Poké&Zo grows online purchases via its own website and local campaigns
Company: Poké&Zo
meet:
Poké & Zo
Poké & Zo is a delivery and takeaway formula for fresh poké bowls, with local branches and its own online ordering environment per location. The concept was started in 2020 by chef Levi Boot, based on the idea of combining home delivery and takeaway with high-quality, fresh and “fit” food.
The team now has around 120 employees working on the formula, with family members also helping to build its growth. Poké & Zo describes its culture through four pillars, Fresh, Fit, Family & Friends, Fast, which come back in product quality, speed and team spirit. The ambition is clear: keep growing as a healthy fast-food chain, with a larger share of orders via its own channels.
Company
Poké & Zo
Services
Social Media, Advertising on Google, Advertising on LinkedIn, SEO & SGE, Advertising on Meta
Website
the challenge
The website for Poké & Zo was delivered by Studio Flabbergasted. After delivery, the focus was on growth via online channels. At that point BE Digital was brought in. Poké & Zo wanted to increase online visibility and revenue, and to generate a larger share of revenue via its own website instead of via platforms such as Thuisbezorgd and Uber Eats. This is a challenge we at BE Digital already have experience with in various markets. With external platforms, a company's own website is often forgotten, while a company's own website and marketing are precisely what drive long-term growth and less dependency.
The question put to BE Digital was concrete:
how does Poké & Zo set up its online channels per branch so that they demonstrably deliver more orders via its own website, resulting in structural revenue growth?
our solution
campaign launch opening Dordrecht
The collaboration started with a targeted campaign around the opening of the Dordrecht location. We set up Google Ads and Meta Ads with local targeting, so that visibility was built up immediately in the right area and the first orders via the own website came in quickly.
- campaigns per branch
Based on the first results, we moved from a temporary promotion to a structural approach. We set up ongoing Google Ads campaigns per branch, so that Poké & Zo could steer separately per location on search intent, budget and return. This prevents well-performing locations from paying for locations that are still building up. It also makes optimisation per branch much more targeted.
- measurement in order
Before scaling up further, we sharpened the measurements. Orders took place on Sidedish, which was linked to the own website. In addition, cross-domain tracking had to be set up. In November 2024 we tested and improved the conversion tracking on the website and in the Sitedish environment, which ran in parallel with setting up the advertising accounts. As a result we steered even better on real orders, with reliable data to adjust keywords, ads and bids.
- Meta for peak times, Google for continuity
With Meta Ads we deliberately chose short-running, intensive campaigns. This let us quickly apply pressure at peak moments and for specific promotions, while Google Ads captured the continuous demand through search behaviour. This split gave calm in the always-on base and speed when extra reach and orders were needed.
- collaboration and alignment
Besides the set-up and optimisation, we worked closely together. In weekly calls we went through the results per branch, discussed what was changing in demand and competition, and immediately set out actions for the week after. In between we kept lines short via Slack and email, so that adjustments to budget, campaigns and tracking could be implemented quickly. This kept the approach practical, predictable and continuously adjusted towards orders via the own website.
the result
Since the start of the collaboration, the campaigns have been developed step by step from a local opening promotion into a structural always-on approach per branch. With reliable conversion measurement and a clear division of roles between Google Ads and Meta Ads, great results have been achieved!
average ROAS:
30
Google Ads
Through campaigns on branded as well as non-branded keywords.
average ROAS:
8
Meta Ads as an accelerator
Based on short-running campaigns (up to 10 days)
+300%
increase in website visitors
+150%
increase in purchases across 5 branches
The next step in the collaboration is expanding the catering branch. This is a concept in which Poké & Zo provides catering on location and people can put together their own poke bowls. For this we will, among other things, use LinkedIn Ads to approach companies. More on that later!
what the client says
“A great partner to work with”
“BE Digital has helped us take structural steps towards more orders via our own website. They guide us in that very pleasantly, with clear explanations, clear dashboards and weekly alignment in which we decide together what the next step is. When something changes, they respond quickly and think along on solutions, not just on ads. As a result they really feel like an extension of our team and online marketing is no longer a one-off action for us, but a fixed part of our growth. It's simply a great partner to work with.”
Claire Doorschodt
Marketing Manager Smart AIS
the BE Digital Touch
In this case study it was mainly about one thing: making sure every branch knows where the money comes from. By measuring conversions properly in the website and the ordering integration, we could adjust campaigns on orders instead of on clicks.
Google Ads ran as a fixed base per location, while we used Meta as an extra accelerator for promotions and peak moments. The result was not only more revenue, but above all more grip: clear choices per branch, a more predictable budget and faster insight into what works.
extra accelerator for promotions and peak moments
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