22 Jan Tokyo Cowboy Year-Long Yelp Advertising Case Study

In our previous case study, we’ve discussed Yelp advertising and the benefits received when working with a Yelp Agency Partner on a quarterly basis. In this case study, we’ll analyze the performance of Tokyo Cowboy’s year-long Yelp advertising campaign in 2024, examining how it significantly boosted visibility, revenue, and customer acquisition and expand on previous case study efforts to include an annual perspective.

About Tokyo Cowboy

The latest eatery concept from local architect Chris Hill, Tokyo Cowboy sits atop Hill’s other endeavors, The Esquire Tavern and Hugman’s Oasis, overlooking the iconic San Antonio Riverwalk. Conceived as an elevated fusion diner and whisky bar, Tokyo Cowboy delights guests with Asian-inspired eats and show-stopping cocktails.

Tokyo Cowboy
135 East Commerce Street
San Antonio, TX
(210) 305-7075
www.tokyocowboytx.com

Project

Opening to great success in April 2023, Tokyo Cowboy sought to further expand its reach in the highly competitive tourism sector of the Riverwalk. The restaurant was perfectly positioned to attract both locals and out-of-town guests seeking a unique dining experience, blending Tokyo-inspired flavors with a touch of Texas.

Alongside our continued management of their social media, website, and public relations, we determined Yelp advertising would complement existing marketing strategies by focusing on converting online searches into in-person visits. Yelp ads launched in December 2023 with a goal of increasing foot traffic, attracting new customers, and generating tangible revenue.

This assessment focuses on three primary metrics: ROI for ad spend, cost per visit, and new visitors over the course of 2024.

Yelp Advertising ROI

With a monthly ad budget of $570, Tokyo Cowboy achieved significant returns throughout 2024. Using Yelp’s Storefront Visit data and an average ticket price of $30, we now estimate over $250,000 in revenue directly attributable to Yelp advertising.

How It Breaks Down

• Total Ad Spend for 2024: $6,840
• Estimated Revenue Generated: $250,000+
• Estimated Visits from Ads: 8,170 diners

Cost Per Visit

Yelp’s cost per store visit metric highlights the efficiency of this campaign:

• Average Cost Per Visit: $0.84
• Lowest Cost Per Visit: $0.55 (November)
• Highest Cost Per Visit: $2.43 (August)

These figures demonstrate how Yelp advertising consistently delivered high value, especially during peak traffic months like June and November, when costs per visit were at their lowest.

Monthly Revenue Breakdown

• January: $4,439.23
• February: $19,255
• March: $15,775
• April: $15,025
• May: $15,297.89
• June: $29,599
• July: $24,900
• August: $26,730
• September: $21,508.90
• October: $25,165
• November: $30,325
• December: $25,530

The strongest-performing months were June, August, and November, coinciding with peak tourist seasons on the Riverwalk.

Catching Consumers at the Right Time

One of Yelp advertising’s biggest strengths is its ability to capture consumers precisely at the moment they’re making dining decisions. For restaurants in high-traffic areas like the San Antonio Riverwalk, where competition is fierce, this real-time targeting is crucial to influencing where potential customers choose to eat.

Yelp analytics revealed that 58.4% of diners visited Tokyo Cowboy within a day of seeing an ad, indicating that the ads successfully engaged consumers who were actively seeking dining options nearby. These diners were likely looking for an immediate dining experience and chose Tokyo Cowboy over the numerous alternatives in the area.

Additionally, nearly 70% of diners exposed to Yelp ads were actively searching for their next meal, making the platform an indispensable tool for capturing attention from customers who were ready to make a decision. By targeting users who were already in the decision-making process, Yelp ads helped Tokyo Cowboy intercept potential customers who might otherwise have opted for competing restaurants.

The Role of Peak Months in Consumer Timing

Timing played an even greater role during high-traffic months like June, August, and November, when Tokyo Cowboy saw significant increases in foot traffic. For example:

• June: With 1,006 visitors and a cost per visit of just $0.58, Tokyo Cowboy capitalized on peak tourist activity to draw in diners who were likely exploring the Riverwalk for the first time.
• November: During the holiday season, the restaurant’s 72% of visitors being new customers demonstrates how Yelp ads captured attention at a time when tourists and locals alike were seeking festive dining experiences.

Turning Searches into Immediate Foot Traffic

The combination of real-time targeting and Tokyo Cowboy’s strategic location near the Riverwalk created a seamless funnel for converting online searches into in-person visits. By serving ads to users who were already searching for restaurants, Yelp ensured that Tokyo Cowboy stood out as an appealing option, particularly for out-of-town visitors unfamiliar with the local dining scene.

In a competitive area with hundreds of dining options, this ability to intercept diners in the moment made Yelp advertising an indispensable part of Tokyo Cowboy’s marketing strategy, ensuring a steady flow of customers who were both prepared to make a decision and ready to enjoy a unique dining experience.

Attracting New Customers

One of the primary goals of any advertising campaign is to bring in new customers, and Yelp’s data-tracking tools provided Tokyo Cowboy with valuable insights into their ability to attract fresh audiences. Throughout 2024, the campaign proved highly effective in capturing first-time visitors, with 72% of diners being new customers. This figure demonstrates how Yelp advertising consistently exposed Tokyo Cowboy to untapped audiences, including tourists, locals, and business travelers who may not have been familiar with the restaurant.

Bringing in First-Time Visitors

The high percentage of first-time diners suggests that Yelp ads successfully targeted users who were actively searching for a unique dining experience but had no prior interaction with Tokyo Cowboy. This was particularly impactful in peak tourism months like June, August, and November, where the Riverwalk saw increased foot traffic.

The success of these efforts highlights how Yelp’s targeted advertising system effectively reaches diners who are making meal decisions on the go, ensuring that Tokyo Cowboy becomes a top choice even among those unfamiliar with the area.

Encouraging Repeat Visits

While attracting new customers was a key focus of the campaign, Tokyo Cowboy also saw steady growth in repeat business over the course of the year. By delivering an exceptional dining experience, the restaurant turned many of these first-time diners into loyal customers. Yelp analytics indicate that repeat visits increased steadily from month to month, with local patrons returning regularly.

The dual benefit of attracting both first-time and repeat customers gave Tokyo Cowboy a robust customer base, combining fresh traffic with consistent local support.

Expanding Beyond Organic Reach

Yelp advertising also enabled Tokyo Cowboy to expand its reach beyond what could be achieved through organic methods alone. While platforms like social media tend to attract followers from within a specific geographic region or demographic, Yelp ads reached diners actively searching for dining options near the Riverwalk. This was especially valuable in connecting with tourists, who may not have had prior exposure to the restaurant through other marketing channels.

By leveraging Yelp’s platform, Tokyo Cowboy effectively bridged the gap between online visibility and in-person traffic, turning first-time visitors into lasting advocates for the brand.

Results at a Glance

• 72% of visitors were first-time diners, indicating the campaign’s effectiveness in attracting new audiences.
• 28% of diners returned as repeat customers, reflecting the growing loyalty among local patrons.
• Peak performance in months like June and November showed how targeted ads aligned with high-traffic periods, ensuring maximum exposure to new audiences.

This ability to introduce the restaurant to new customers while fostering loyalty among existing ones demonstrates the powerful dual impact of Yelp advertising, making it an indispensable tool in Tokyo Cowboy’s marketing strategy.

Conclusion

Tokyo Cowboy’s year-long Yelp advertising campaign was a resounding success, generating over $250,000 in revenue with a modest ad spend of $6,840. The campaign achieved:

• 8,170 store visits, with a majority being first-time customers.
• An average cost per visit of $0.84, far below industry benchmarks.
• A 35:1 revenue-to-ad spend ratio, underscoring the campaign’s exceptional ROI.

For restaurants in high-traffic, competitive locations like the San Antonio Riverwalk, Yelp advertising offers a proven strategy to enhance visibility, attract new customers, and generate substantial revenue growth.

If you’d like to learn how Yelp advertising or other marketing strategies can benefit your restaurant, contact us today for more information on how we can help your restaurant reach its full potential.