A side street nobody had found, then 345 people in four weeks
Neon PragaWarsaw, PragaHow a pizzeria hidden a block off the main road in Praga got the neighbourhood to walk the extra block.
What went missing
Neon Praga opened with long-fermented dough, a wood-fired oven and craft beer on tap, on a side street in one of the largest districts in Warsaw. Almost nobody knew it existed.
The posts went up when somebody had a minute. There was no site and no online ordering, so a hungry neighbour looking for pizza found a delivery app or a chain with a budget instead.
The retrieval
A site went up with the menu, the food photographed properly, and ordering wired through to the delivery apps, so the search ends at a basket rather than at a competitor.
Each day of the week got a fixed offer people could plan around, published on a rhythm, and the ads ran only to people living a few streets away. Regulars started arriving on their day.
What came back
345Calls, messages and trips to the order page
88,000Times the ads were seen in four weeks
77% of every response was purchase intent: an online order, a phone call or a tap on directions, as against a like or a follow. The four weeks behind those numbers ran on a budget the owner calls tiny.
From the founder
My dad has run restaurants his whole life.
I grew up in one. I watched agencies do to him exactly what this page just described.
All of us building this are close to the restaurant industry. This isn't an outside bet on a market. It's personal.
Patryk Pijanowski
Founder at mysite.ai
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