{"id":2859,"date":"2026-04-07T21:48:46","date_gmt":"2026-04-07T19:48:46","guid":{"rendered":"https:\/\/visibility.sk\/referencie\/culinary-backstreets-2025\/"},"modified":"2026-06-17T08:29:42","modified_gmt":"2026-06-17T06:29:42","slug":"culinary-backstreets-2025","status":"publish","type":"post","link":"https:\/\/visibility-digital.com\/references\/culinary-backstreets-2025\/","title":{"rendered":"Culinary Backstreets"},"content":{"rendered":"
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Despite more conservative growth targets compared to the previous year and increasing competitive pressure, we successfully launched new food tours across multiple markets. Through rigorous data-driven optimization, we maintained strong profitability and ensured a sustainable return on marketing investment.<\/div>\n\n
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About the Client<\/strong>

Culinary Backstreets is a global provider of curated food tours across major cities worldwide. By partnering with local guides, the company offers authentic culinary experiences, including hidden gems and off-the-beaten-path locations. Their primary audience consists of international travelers, with a strong focus on the U.S. market.<\/p>\n<\/div>\n\n\n\n

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Services<\/strong>
PPC
SEO<\/p>\n\n\n\n

Client<\/strong>
Culinary Backstreets<\/a><\/p>\n\n\n\n

Team<\/strong>
PPC Specialists \u2013 Alex Bar\u010dovsk\u00fd, Matej Gaven\u010diak
SEO Specialist \u2013 Michaela Fa\u0161iangov\u00e1
Business Consultant \u2013 Juraj Sasko<\/p>\n\n\n\n

Awards<\/strong>
Pozrite si<\/a><\/p>\n<\/div>\n<\/div>\n\n\n

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Key Challenges<\/h2>\n\n\n
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1. Shifts in seasonal revenue peaks required segmentation of services into two groups: those needing peak amplification vs. those requiring more evenly distributed budget allocation
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\r\n2. Loss of impression share in key locations despite increased budgets, driven by intensified competition and overall market growth in the food travel segment
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\r\n3. A relatively complex expansion process compared to some competitors operating with more simplified market entry models<\/div>\n\n\n

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Goals<\/h2>\n\n\n
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KEY OBJECTIVES<\/div><\/div>\n\n
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Achieve a ROAS above 300% in Google Ads for 8 newly launched tours<\/p><\/div>

Maintain overall ROAS despite a 50% increase in ad spend<\/p><\/div>

Increase Google Ads ROAS by +100 percentage points (from 548% to 648%)<\/p><\/div><\/div>\n\n

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Results<\/h2>\n\n\n
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WHAT WE\u2019VE ACHIEVED<\/div><\/div>\n\n
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Average ROAS across 8 new locations exceeded 436%, surpassing the target by +136 percentage points<\/p><\/div>

Overall ROAS was maintained while total revenue increased by +51%<\/p><\/div>

Google Ads ROAS improved by +369 percentage points, reaching 917%<\/p><\/div><\/div>\n\n

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Approach & Execution<\/h2>\n\n\n
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Compared to the previous year, our strategy prioritized performance efficiency, return on investment, and horizontal expansion (launching new locations rather than scaling capacity within existing ones).<\/p>\n\n\n\n

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  • Reallocated budget from social platforms (Instagram, Facebook, Pinterest) toward Google Ads<\/strong>, with a strong emphasis on Search campaigns<\/strong><\/li>\n\n\n\n
  • Leveraged advanced analytics and micro-optimization at the location level<\/strong><\/li>\n\n\n\n
  • Aligned budget allocation with seasonality patterns<\/strong> to maximize efficiency<\/li>\n\n\n\n
  • Distributed budgets more evenly across key periods instead of overinvesting in peak weeks<\/li>\n<\/ul>\n\n\n
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    Awards<\/h2>\n\n\n
    Digital PIE 2026<\/button><\">
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    Digital PIE 2026<\/h3>

    Golden PIE<\/strong><\/p>\n

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    • Perfomance: E-commerce \/ Shopping
      \nExporting Flavors: Culinary Backstreets\u2019 Successful Expansion into 8 New Locations<\/li>\n<\/ul>\n

      Silver PIE<\/strong><\/p>\n

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      • Perfomance: Campaign a Search, Display, Mobile, Video
        \nExporting Flavors: Culinary Backstreets\u2019 Successful Expansion into 8 New Locations<\/li>\n
      • Perfomance: Campaign
        \nExporting Flavors: Culinary Backstreets\u2019 Successful Expansion into 8 New Locations<\/li>\n<\/ul>\n<\/div>
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        European Search Awards 2026<\/button><\">
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        European Search Awards 2026<\/h3>

        Shortlist<\/strong><\/p>\n

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        • BEST USE OF SEARCH – TRAVEL \/ LEISURE (PPC): LARGE
          \nExpanding the Taste<\/li>\n
        • BEST PPC CAMPAIGN: LARGE
          \nExpanding the Taste<\/li>\n<\/ul>\n<\/div>
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