The goal was more pizza sold. It took five years, a Hulu spot, and a new ordering system.
The goal
Mr. Moto came to us for content. What they were trying to make happen was simpler: sell more pizza, and know which dollars were doing it. Over five years that grew from one shop to eleven locations across San Diego and Orange County, and the job grew with it.
What we found
In July 2024 a report showed 62 conversions on a Point Loma campaign. The operations director wrote back: they’d sold about three. Google could count clicks to a page or a call. It couldn’t see an order.
By 2026 the gap was worse. 76% of July’s reported “conversions” were page views. The six location campaigns showed zero sales, not because nobody bought, but because the tracking sat behind a cookie banner. The ordering system itself fought the business: a loyalty program on one platform, orders on another, and nothing connecting them to the ads.
What we changed
The fix wasn’t a new ad. We moved the point of sale, loyalty program and gift cards onto Toast, pointed every ad at a store’s own ordering page, and stripped out the junk conversions so the numbers meant something. Along the way we kept doing the parts that started the relationship: the monthly content, the Hulu and Disney+ spot, and the bilingual lead lists for the Orange County stores.
What happened
Online orders went from about 7 a day in June 2026 to about 70 a day after the switch, while ad spend fell 38%: 241 online orders in June, 2,482 in July, 3,259 in August. Online went from 1.4% of sales in June to 17.4% in August. In August, with the junk conversions gone, online sales grew another 30% on top of July. The average online order is more than twice the in-store ticket. All in, media and management, the channel costs about 5% of what it brings in online, against the 15–30% the delivery marketplaces take.
What happened next
The next lever isn’t more ads. It’s the loyalty program at the register: in August, every sampled cashier but one signed up zero customers in-store. That’s where the work goes now.
Figures are from Toast’s own records, not ad-platform estimates. Part of the July jump was existing online revenue moving over from the old platform, so we don’t call it pure growth.