Improving bar booking revenue by +64% YoY in Q2 2025
Paid Social | Creative Strategy
ABOUT BREWDOG BARS
Services
Paid Social
Creative Strategy
Sector
Hospitality
Results
Improved bar booking revenue by +64% YoY
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BrewDog Background
In 2023, BrewDog – already an NM partner on the e-commerce side – came to us with a new challenge: scaling performance marketing for their Bars division. With over 100 venues worldwide, from London to Tokyo, BrewDog Bars had incredible brand equity but an underdeveloped paid media approach for hospitality bookings.
🚧 Challenges / Objectives
The Bars team set ambitious goals for Q2:
Drive incremental revenue from bookings
Scale paid media efficiently across multiple venues and offers
Gain real-time visibility to shift spend quickly toward what worked
Despite strong brand power, their campaigns lacked focus and optimisation – leaving untapped potential on the table.
🛠️ Approach / Solutions
Real-Time Revenue Tracking: Rebuilt the data pipeline to connect bookings directly to Meta and Google, allowing us to optimise for actual revenue, not just clicks.
Dynamic Budget Allocation: Built a routing system to push spend toward the most profitable offers and venues, refreshed weekly based on ROI.
Creative for Conversion: Developed a performance-first creative playbook:
Tailored messaging for group bookings and seasonal peaks
Shift to native formats and visual storytelling
Faster test-and-learn cycles to scale winners and cut under performers
📈 Results / Growth (Q2 2025)
+63.5% booking revenue YoY (+26.9% PoP)
+4.8% booking ROAS YoY (+4.9% PoP)
Paid investment scaled by +56%, with efficiency improving at the same time
🤝 Partnership Highlights / What Made It Work
The results came from more than data – they came from collaboration.
BrewDog’s agility and openness to weekly pivots
A shared obsession with what drives business outcomes
A culture of creative experimentation and ruthless optimisation
Together, we built a system that didn’t just survive Q2 – it won it.
