How We Built a Booking System for UnderWu Restaurant on a Small Budget
Services
Challenge
UnderWu is a Kyiv restaurant with an event-driven concept: live jazz, apartment-style concerts, themed evenings, romantic dinners, and corporate events. It is a place people plan to visit, not somewhere they walk into by accident. Before we came in, advertising was run through the “Boost Post” button.
Goal
Turn advertising into a system of stable bookings, set up proper tracking, and test two sales models — all within a $10/day budget. Ensure a constant flow of new guests without increasing spend.
Results
Key problems before launch
- ads were run through the “Promote” button — without segmentation or strategy
- analytics practically did not work — it was impossible to see which ads generated bookings
- the budget was spent chaotically without control over results
- there was no system for attracting new guests — only offline loyalty
The product and atmosphere were strong — but without a system, it was impossible to scale customer acquisition.
Analytics
We installed tracking codes on the Choice booking widget and set up events in Meta:
- who completed a booking
- who clicked through to the site
- who returned after the first visit
Advertising started optimizing for real reservations instead of “pretty numbers.”
Two sales models
Model 1 — Direct conversations
People wrote in, asked about the date, number of guests, or whether there would be live music. This worked well for impulsive decisions and quick bookings.
Model 2 — Website conversions
People went directly to the site and booked through the widget. This worked better for corporate events, celebrations, and planned visits.
We tested both and redistributed budget into the more effective model.
Creatives — selling the evening, not the menu
In the ads, we emphasized:
- the atmosphere of the venue and live music
- guest emotions and the event format
- specific dates and reasons to book now
People did not choose a dish — they chose an experience.
Result
- 723 total conversions
- $5,015.13 ad budget
- $6.93 cost per conversion
What Worked
Proper analytics through the booking widget — advertising optimized for real bookings instead of clicks.
Two sales models at the same time — Direct for impulsive decisions and conversions for planned visits.
Selling the atmosphere and the evening, not food — people saw a reason to come, not just a restaurant ad.
Separate campaigns for specific events: Valentine’s Day, jazz evenings, birthdays — each created a clear reason to book now.
Testing and optimization even with a small $10/day budget — the system remained stable without increasing spend.
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