MJ2 Marketing partnered with Piada Italian Street Food to execute a fully integrated, national, multi-channel paid media strategy designed to: 

• Drive brand awareness at scale 

• Increase online purchase orders 

• Generate new website traffic for retargeting 

• Support underperforming locations with foot traffic and limited time offer (LTO) campaigns 

• Strengthen Piada’s position in competitive local markets 

The result was a coordinated performance engine across Meta, Programmatic Display, TikTok, and Google Performance Max, fueled by strong creative from the Piada team and optimized media strategy from MJ2. 

2025 At-A-Glance Performance 

Across all platforms (Programmatic + Meta + TikTok + Google), 2025 delivered: 

• 160 total campaigns 

• 70M impressions 

• 315K website visits 

• 93K online purchases 

• 30K in-store visits 

This comprehensive approach allowed us to drive both digital conversions and measurable in-store impact, which is critical for a fast-casual brand with 59 locations (and more on the way!) 

Strategy Overview: A Full-Funnel Growth System 

We built a layered, multi-channel system designed to drive awareness, traffic, online orders, and in-store visits with each platform playing a defined role. 

Awareness & Reach Expansion 

Programmatic Display, Meta (Awareness/Engagement), and TikTok (LTO + student-focused campaigns) expanded national reach and kept Piada top-of-mind. 

Traffic Generation (Retargeting Fuel) 

Meta traffic campaigns, programmatic prospecting, and TikTok engagement campaigns continuously fed new users into the website, building scalable retargeting pools. 

Conversion Focus 

Meta purchase campaigns, programmatic retargeting, and Google Performance Max drove online orders, store visits, and mobile directions. 

Location-Specific Performance 

Performance Max campaigns targeted underperforming restaurants, optimizing toward store visits and foot traffic in priority markets. 

Performance was strongest when these channels worked together, creating a connected ecosystem rather than isolated campaigns. 

Footfall Attribution: Bridging Digital Efforts + In-Store Traffic 

Programmatic footfall reporting showed: 

• 25K attribution visits (+95%) 

• 359K projected visits (+152%) 

• $3.26 average eCPV 

This validated that awareness and display investments translated beyond online orders and into physical restaurant impact. 

Audience & Behavioral Insights 

Across channels, converters indexed high in: 

• QSR frequent diners 

• Lunch-focused audiences 

• Sports fans (NHL + MLB) 

• Outdoor & nightlife enthusiasts 

Age insights showed strength among: 

• 45–64 segments 

• Males were slightly more likely to convert on display, while females converted more on Meta. 

This data informs future creative targeting and dayparting strategies. 

SEO Support & Local Visibility 

In parallel with paid media, SEO improvements supported search growth. 

We ran a single store SEO initiative resulting in: 

• 43% visibility in search engines (+3%) 

• Strong keyword ranking improvements for “Italian street foods,” “fast food italian near me,” and catering-related terms 

This integrated paid + organic presence strengthened local market dominance. 

The Creative Advantage 

A major contributor to 2025 success was Piada’s strong in-house creative: 

• Platform-specific sizing and placements 

• LTO-driven urgency 

• Seasonal hooks (BOGO, Summer Bev, Mac & Cheese) 

• Clear CTA integration 

The breadth of static, carousel, GIF, and video formats allowed media to optimize efficiently across environments. 

Strong creative + structured media strategy = scalable performance. 

Key Takeaways & Conclusion 

MJ2 Marketing scaled a national, multi-channel performance engine that increased reach while maintaining strong efficiency across platforms. Meta successfully absorbed higher spend without sacrificing results, while traffic-focused campaigns consistently fueled retargeting pools and kept conversion efforts efficient. Programmatic continued to deliver cost-effective conversions at scale, and Google Performance Max strengthened local markets for underperforming locations. 
 
Together, this integrated strategy generated nearly 70 million impressions, drove over 93,000 online purchases, and supported 30,000+ in-store visits, proving that Piada’s creative and MJ2’s media execution worked in tandem to build sustainable growth. 

Ultimately, 2025 wasn’t just about visibility; it was about creating a scalable acquisition ecosystem that drives measurable restaurant revenue both online and in-store. 
 

Looking Ahead to 2026 

This year, we’ll build on 2025’s momentum by strengthening measurement, expanding reach, and improving local market performance. Key focus areas include: 

• Expanding conversion tracking on TikTok and on the MyPiada App to better evaluate traffic quality and optimize toward purchases 

• Exploring CTV and video layering to increase reach, frequency, and top-of-funnel influence 

• Supporting Piada’s growth into new markets by launching awareness and education strategies designed to introduce the brand, explain what Piada is, and accelerate early customer adoption…Coming soon to San Antonio!