El Marakby
We took over the marketing and design of a Port Said–heritage seafood restaurant in July 2024. Monthly revenue is up 73% and net profit went from 9% to 15% — on a marketing budget of roughly a third of what the category spends.
The problem
The restaurant soft-opened in October 2023 and had run its first months without a marketing partner. The QR menu sat on the tables upstairs — but guests chose their fish downstairs at the display counter, so by the time the menu was reachable the order was already closed. And fish carries a lower margin than the chef-produced dishes on that menu.
What we did
The first significant intervention was not a campaign. It was a menu. We shot it ourselves, produced it as a premium leather-bound physical object, and put it in the guest’s hands at the point in the journey where the decision was actually being made.
Then we mapped position-specific QR codes across the venue — a menu code where a menu was needed, a Google review code where a meal was ending — so every code did the job its position required and the behavioural shift could be measured.
From there: the full brand system across 89 applied pieces, paid media across Meta, TikTok and Snapchat, the content engine, the photography and film, Ramadan and National Day campaigns, the corporate catering channel, delivery launch, aggregator onboarding, and the waiting-list and reservation systems on a site we built.
What moved
- +73%
- Monthly revenue vs pre-takeoverSAR 962,135 → 1,665,541 monthly average
- 2.03%
- Marketing spend as a share of revenuecategory norm is 3–6%
- 2.6×
- Monthly transactions, Jan 2024 → Jan 20262,278 → 5,943
- SAR 2.08M
- Record monthJanuary 2026
- 1.04M reach · 2.22M views
- One month of paid media: SAR 8,580 producedJanuary 2026 · SAR 0.008 per person reached
- 831 calls · 4,859 directions
- Google Business, same monthdirection requests are the highest-intent local signal
- 4.7★
- Google rating5,123 reviews · as of Sep 2026
- 70+
- Corporate accounts on a channel we rebuilt
Revenue, monthly average
| Period | Monthly average | Change |
|---|---|---|
| Oct 2023 – Jun 2024 · before us | SAR 962,135 | baseline |
| Jul 2024 – Jun 2025 · first year | SAR 1,319,971 | +37% |
| Oct 2025 – Aug 2026 · latest | SAR 1,665,541 | +73% |
Average ticket did not go up. It went down 13%, from SAR 404 to 351. Every riyal of growth came from more people, not higher prices.
Scope
- 89 applied identity pieces — from the leather menu and packaging suite to the HR clearance form
- 35 logo lockup files so nobody in the supply chain redraws the mark
- 280 content assets published and tracked · 104 Reels · 3,747 video files
- 19 directed photography sessions · 5,133 delivered images
- Ramadan run twice with a positive P&L, in a season full-service dining normally loses
- Influencer scoring model across 77 Jeddah creators — it found follower count explains only 13% of actual reach