Learn how to effectively measure and analyze marketing ROI for your restaurant to maximize profits and make smarter decisions.

Want to know if your restaurant's marketing is making money? Here's the formula:

ROI (%) = [(Revenue from Campaign − Total Marketing Costs) ÷ Total Marketing Costs] × 100

For example, if you spend RM2,800 on a Ramadan promo and earn RM8,000, your ROI is 185.7% - you made RM1.86 for every RM1 spent. A good ROI? Aim for 200% to 500%.

Why ROI Matters:

Steps to Calculate ROI:

  • Set Goals: Example: Increase weekend sales by 30%.
  • Track Data: Revenue, marketing costs, and COGS (Cost of Goods Sold).
  • Use the Formula: Plug in your numbers to calculate ROI.
  • Analyse Results: Adjust your strategy based on what works.


Tools like Maynuu simplify tracking by centralising sales data. It can help you make smarter decisions. Let's say you have festive promotions or daily specials. ROI analysis ensures your efforts pay off.

 

Key Metrics and Data Required for ROI Calculation

Data Points You Need for ROI

To calculate ROI, you need to track specific metrics throughout your marketing campaigns. These include campaign revenue, total marketing costs, COGS, and net profit.

  • Campaign revenue refers to sales generated during the campaign period. It includes those from promotional codes and targeted ads. If your Deepavali promotion brings in RM10,000 in sales, that is your campaign revenue.
  • Total marketing costs encompass all expenses tied to the campaign. Advertising, content creation, labour, and software fees. E.g. RM3K on Facebook ads, RM1K on food photography, RM500 on graphic design, and RM200 on promos. Totals to RM5,200 in marketing costs.
  • Cost of goods sold (COGS) is the direct costs of producing the food and beverages sold during the campaign. This covers ingredients, packaging, and other fulfilment-related expenses. Let's say the RM10,000 Deepavali promotion mentioned earlier incurs RM4,000 in COGS. That number is vital for determining your profit margins.
  • Calculate net profit attributable to campaigns by subtracting COGS and total marketing costs from campaign revenue. Using the example above: RM10,000 (revenue) - RM4,000 (COGS) - RM5,200 (marketing costs) = RM800 net profit.
Metric Description Example (RM)
Campaign Revenue Total sales from marketing efforts 10,000
Total Marketing Costs All campaign-related expenses 5,200
Cost of Goods Sold Direct costs for food and drinks 4,000
Net Profit Revenue minus COGS and marketing costs 800

Tracking these metrics lays the groundwork for reliable ROI analysis. We'll explore further in the next section.

Why Accurate Data Tracking Matters

Precise data tracking is essential for gaining meaningful insights into your ROI. Without it, your calculations risk becoming guesswork. This can lead to poor decisions around budgeting and campaign strategies.

Errors in tracking can distort your ROI results. Like overlooking certain fees or underestimating COGS. Inflated returns might make you invest more in campaigns that aren't as profitable.

It’s a good practice to audit your tracking systems monthly. This helps you catch discrepancies early. Keep your ROI metrics dependable as your campaigns grow.

Setting Time Periods for Data Collection

Defining clear timeframes for data collection ensures your ROI analysis reflects campaign performance. The period should align with the campaign's duration. Whether it’s a weekend special, a monthly promotion, or a seasonal event.

Stick to consistent date formats, such as DD/MM/YYYY, as used in Malaysia. If your Chinese New Year promotion runs from 22/01/2025 to 08/02/2025, record these dates in the same format for clarity. Consistent formatting also makes it easier to compare campaigns.

Different campaigns need different tracking periods. Short-term promotions like flash sales may need daily tracking. Long-term brand awareness campaigns might span several months. A weekend special from 25/10/2025 to 27/10/2025 would need precise three-day data collection to capture all costs and revenue.

Additionally, consider the customer journey. Some customers may see an ad one day but buy days later. Extending your data collection window can help account for these delayed conversions. Especially for campaigns focused on building awareness.

With accurate metrics and defined timeframes, you’ll be ready to calculate your ROI.

 

Step-by-Step Guide to Calculating Marketing ROI

Step 1: Define Campaign Goals and Time Period


Start by setting clear, measurable objectives for your marketing campaign. Vague goals like "increase sales" won't give you meaningful insights into your ROI. Instead, aim for specific targets with defined metrics and deadlines. You might set a goal to "increase weekend dinner reservations by 30% in July 2025". Or "achieve 50 extra online orders during the Hari Raya promotion".

Make sure the time period aligns with the nature of your campaign and behaviour patterns of your customers. A one-day flash sale may require daily tracking. While a brand awareness campaign might need several months of data. In Malaysia, festive seasons like Ramadan or Deepavali often bring unique customer trends. So it's wise to incorporate these into your planning.

To get a fuller picture of your campaign's impact, extend your tracking window to include delayed conversions. Once your goals are well-defined, you’re ready to move on to gathering precise revenue and cost data.

Step 2: Collect Revenue and Cost Data

Gather all revenue generated by the campaign and account for every associated cost. Revenue might include sales from:

  • specific menu items,
  • online orders processed through platforms like Maynuu, or
  • transactions tied to promotional codes and special offers.

When calculating costs, don’t limit yourself to ad spend. Include everything. Content creation fees, influencer payments, staff overtime, promotional discounts, and software subscriptions. If you spent RM1,500 on food photography, RM500 on graphic design, and RM200 on promotional materials, these all contribute to your total costs.

Platforms like Maynuu can simplify this process. With integrated analytics, you can track online orders, and access real-time sales data. Maynuu also provides tools for setting up ad tracking and creating discount codes. This makes it easier to link revenue to specific marketing efforts.

Step 3: Apply the ROI Formula

The formula for calculating marketing ROI is simple:

ROI (%) = [(Revenue from Campaign − Total Marketing Costs) / Total Marketing Costs] × 100

Let’s break this down using an example. Suppose your Deepavali promotion brought in RM12,000 in revenue. Your total marketing costs were RM5,000 (covering ads, content creation, etc). Here’s how you calculate the ROI:

[(RM12,000 − RM5,000) / RM5,000] × 100 = 140%

This means for every ringgit spent, your campaign returned RM1.40.

Campaign Example Revenue (RM) Marketing Costs (RM) Net Profit (RM) ROI (%)
Deepavali Promotion 12,000 5,000 7,000 140
Weekend Special 2,000 300 900 300

Once you’ve calculated the ROI, use these insights to refine your strategies for future campaigns.

Step 4: Understand and Use Your ROI Results

After calculating your ROI, what do the results mean for your business? An ROI above 100% indicates a profitable campaign. Anything below 100% suggests that your marketing efforts aren’t covering their costs. Compare your results to industry standards and your previous campaigns. That's how you check performance.

If you find a negative ROI, it’s a red flag that your campaign costs more than it generates. This could mean you need to tweak audience targeting, promotional offers, or marketing channels. Regular ROI analysis also helps you identify your most profitable channels. If Instagram campaigns yield a 300% ROI compared to 80% from Google Ads? You may want to shift more of your budget toward Instagram.

Keep a record of your ROI results to guide future marketing decisions. Track which promotions, channels, and timings work best. You’ll build a valuable database that helps you make smarter choices for upcoming campaigns.

 

Using Digital Tools for Better ROI Tracking

Benefits of Digital Analytics Platforms

Digital analytics platforms automate tasks like sales monitoring, campaign analysis, and data processing. This means you get instant insights into which campaigns are driving revenue. Without the hassle of manual tracking.

For F&B businesses in Malaysia, this automation is a game-changer. Take Maynuu, for instance. It combines order management, payment processing, and marketing analytics into one powerful platform. It captures data from various sources. Such as online orders, dine-in QR code payments, and delivery platforms. It has localised features, too. Like support for RM currency and local date/time formats, make reporting seamless.

These tools provide actionable insights that help restaurants make better decisions. For example, you'll know exactly which marketing channels drive the most high-value orders. You can then reallocate your budget to those channels. Or fine-tune your promotional offers for even better results.

Manual vs Automated ROI Tracking

The difference between manual and automated ROI tracking is like night and day. Manual tracking often requires pulling data from various sources. POS systems, spreadsheets, receipts - and piecing it together. It’s not only time-consuming but also prone to errors.

Method Accuracy Time Spent Insights Generated
Manual Tracking Moderate High Limited
Digital Automation High Low Comprehensive

With tools like Maynuu, data collection happens automatically in the background. This frees up your time for analysis and strategic planning. You can monitor campaign performance in real time and make adjustments on the fly. Rather than waiting until the campaign ends. This is especially valuable in Malaysia’s fast-moving F&B market, where trends shift fast. Particularly during festive seasons or when new food crazes emerge.

Statistics in the Maynuu dashboard
Statistics in the Maynuu dashboard (continued)

Maynuu’s "Statistics" feature gives you a quick snapshot of your business performance. Use it to spot trends and areas that need improvement. Having immediate access to this data means you can make more informed decisions. A crucial advantage when running time-sensitive promotions. Or responding to changes in customer preferences.

 

 

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Best Practices for Maximising Marketing ROI

Improving Campaign Targeting

Understanding your customers is the cornerstone of creating effective, targeted promotions. Maynuu offers detailed insights into ordering habits, and visit frequency. You can craft campaigns that resonate.

Turn ordering patterns into personalised offers. For example, your data shows that a customers often order vegetarian dishes. Offer a weekend vegetarian special. If certain customers often place lunch orders on weekdays? Create promotions tailored to their schedules. This kind of personalised marketing grabs attention and drives higher conversion rates.

Maynuu's customer insights and order review tools allow you to dig deep into purchasing behaviours. Use these insights to identify high-value customer segments. Create targeted offers like discount coupons or upsell opportunities. These tools make it easier to align your campaigns with customer preferences.

Track and measure your campaigns. You can monitor the performance of your targeted efforts. This data-driven approach helps you fine-tune your strategies. Make sure your message reaches the right audience at the right time. It also sets the stage for testing and refining your marketing programmes, as we’ll explore next.

Testing Promotions and Loyalty Programs

Experiment with different promotional strategies. See what connects with your audience. Testing helps uncover which offers yield the best returns and engagement.

Start small before going big. Offer loyalty points to one group of customers while testing limited-time discounts with another. Use real-time analytics to evaluate which strategy drives more orders and boosts customer retention.

Tailor your promotions to align with Malaysian events and cultural preferences. During Ramadan, test various iftar package deals to see which pricing or bundling strategy performs better. For Chinese New Year, try comparing family meal deals to individual offers to determine what generates more revenue.

Look beyond immediate sales. A promotion might not bring a high short-term return but could improve customer loyalty and lifetime value. Testing helps you identify strategies that build stronger, longer-lasting relationships with your audience. Once you’ve nailed your testing approach, you can shift focus to cutting costs and improving efficiency.

Cutting Costs and Improving Efficiency

Maximising ROI isn’t just about boosting sales - it’s also about spending wisely. By analysing performance across channels, you can eliminate waste and allocate your budget more effectively.

Evaluate your marketing channels. For instance, if email marketing consistently drives orders while social media ads fall short, shift more resources to emails. Maynuu’s sales analytics can help you pinpoint which channels bring in the most valuable customers and highest order values.

Marketing Channel Features Cost Efficiency
Email Marketing High conversion rates, low cost per reach Often high
Social Media Ads Broad reach, variable conversion Moderate to high
Print Advertising Limited tracking, declining effectiveness Usually low

Streamline repetitive tasks. Automating processes like order management, payment handling, and marketing analytics can save time and reduce labour costs. Maynuu’s integrated system takes care of these tasks, freeing you up to focus on strategic planning.

Prioritise campaigns that deliver strong returns - ideally between 200% to 500%. If certain campaigns consistently underperform, either restructure them or cut them altogether to optimise your budget.

Regular ROI Reviews and Adjustments

Conduct monthly or quarterly ROI reviews. Plan these reviews around major Malaysian events like Ramadan, Chinese New Year, or school holidays. Customer behaviour often shifts during these periods. Maynuu’s "Analyse sales" feature simplifies this process, offering clear performance insights.

During your reviews, focus on campaigns that delivered the best results. Look for trends in customer preferences, popular menu items, and peak sales times. These insights will guide future marketing decisions and budget allocations.

Adapt quickly to what the data shows. In Malaysia’s fast-paced F&B scene, businesses that respond swiftly to trends and customer behaviour have a clear advantage. Use your ROI analysis to redirect budgets toward high-performing channels. Tweak promotional offers, and phase out campaigns that aren’t delivering results.

 

Key Takeaways for Measuring Marketing ROI

Summary of Steps and Tools

Measuring marketing ROI for your restaurant boils down to four key steps:

  • set clear campaign goals and timelines,
  • gather accurate revenue and cost data,
  • use the ROI formula, and
  • interpret the results to guide your decisions.

The formula is simple:

[(Revenue from Campaign − Total Marketing Costs) / Total Marketing Costs] × 100.

When calculating total marketing costs, include every campaign-related expense. Tools like Maynuu's integrated marketing features make this process easier. You can track your ad campaigns and use the "Statistics" feature to get a quick overview of how your business is performing, spot trends, and identify areas for improvement.

For F&B businesses in Malaysia, aiming for an ROI between 200% and 500% ensures strong profit margins. Even a 150% ROI indicates you're on the right track. These principles provide a solid foundation for refining your marketing efforts over time.

Making ROI Analysis Part of Your Business

Take these insights further by embedding ROI analysis into your marketing strategy. Consistent tracking of ROI shifts marketing from guesswork to a data-driven approach. Instead of relying on instincts or following trends, you'll have actionable insights to guide where you spend your budget and how you plan your campaigns.

Review your ROI monthly or quarterly. Align these reviews with Malaysia's major events, such as Ramadan and Chinese New Year. During these check-ins, focus on which campaigns performed best. Look for patterns in customer preferences, popular dishes, and peak sales periods.

Adjust your strategy based on what the numbers tell you. For instance, if email marketing brings in more orders than social media ads, allocate more resources to email campaigns. Or, if special event promotions yield a 300% ROI compared to just 80% from traditional ads, concentrate your efforts on those high-performing promotions.

Frequent audits are also essential. They help ensure your data is accurate and can uncover unexpected performance shifts. This is particularly important in Malaysia's fast-changing F&B market, where customer preferences can evolve quickly.
 

     "By using Maynuu, we don't need to go online on delivery marketplaces that takes too much and have many hidden charges. When we compare, customer saves almost 30% compared to if they buy for delivery apps on our other branches. We are all about giving more value for less price, and Maynuu is the perfect service to give more for our customers." – Maynuu User


Make ROI analysis a regular habit in your marketing strategy. It supports growth and also ensures your business stays competitive and profitable. Let ROI insights guide smarter, more effective decision-making for the long term.

 

FAQs

How can I accurately calculate the ROI of my restaurant's marketing campaigns?

To get precise ROI calculations for your restaurant's marketing campaigns, start by setting clear goals and pinpointing the key metrics to monitor. These might include revenue generated, customer acquisition costs, and overall campaign expenses. Use this straightforward formula to calculate ROI:

ROI = (Revenue - Marketing Costs) / Marketing Costs x 100%.

Here's an example: If you spent RM1,000 on a campaign that brought in RM5,000 in revenue, your ROI would be 400%.

For better accuracy, make sure you include all costs. Don’t overlook hidden ones like staff time or software subscriptions. Regularly analyse your data to spot patterns and fine-tune your strategies.

 

What mistakes should restaurants avoid when calculating marketing ROI?

One major error is skipping the step of defining your goals from the start. Are you aiming to increase online orders? Or you want to bring in more dine-in customers? Without specific objectives, it becomes impossible to measure whether your efforts are paying off.

Another frequent oversight is forgetting to account for all related costs. It’s not just about your ad spend. Don’t forget to factor in expenses like design work, promotional offers, and even staff hours dedicated to the campaign. Ignoring these indirect costs can throw off your ROI calculations.

Lastly, relying on just one metric can give you an incomplete picture. Instead, look at multiple data points, such as revenue growth, customer acquisition costs, and campaign engagement. Combining these insights will help you get a clearer understanding of your marketing performance.

By avoiding these common mistakes, you’ll be better equipped to make informed decisions and fine-tune your strategies for your restaurant.

 

How can Maynuu help me measure and improve my restaurant's marketing ROI?

Maynuu makes it easier to track and evaluate your restaurant's marketing ROI by providing tools that work effortlessly with your daily operations. It brings everything - menu management, order handling, and sales data - into one platform, streamlining the process of assessing how well your marketing campaigns are performing.

With features like dine-in QR code ordering and online menu creation, Maynuu lets you personalise your shop’s branding to offer a standout customer experience. These tools also help you keep an eye on customer behaviour and sales patterns, giving you valuable insights to refine your marketing efforts and maximise your returns.

 

 

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We use the term 'restaurant' throughout the article for consistency. However this guide can be generally applied to any type of food shop, including but not limited to: bakeries, bars, bistrots, boulangeries, butcheries, cafés, cantinas, caterers, coffeeshops, delis, diners, eateries, food trucks, grocers, patisseries, pubs, and more.
 

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