Cutting out the middleman: how Marumi scaled direct orders and reservations

Marumi is a sushi brand in Venezuela with several restaurant locations. In May 2025 it partnered with AMZ Ad Firm to grow digital sales, fill more tables and strengthen its direct ordering channel without depending on third-party delivery apps. The goal: more profit, plus control over customer data and experience.

• →High commissions from delivery apps such as Uber Eats and Deliveroo cut into margins and hid customer insights.
• →The reservation system was underused, especially at off-peak hours.
• →There was no consistent ads or retargeting strategy to reach potential customers.
• →Venezuelan customers needed a push to change habits and order directly online.
• →Creative assets had to match audience preferences to drive engagement and sales.

We focused on direct response ads and habit-building campaigns so that ordering straight from Marumi felt as easy and trustworthy as using a delivery app. We rebuilt the ad structure with separate delivery and reservation funnels, tuned creative and messaging to what actually drove clicks and sales, and used Meta Ads data to adjust targeting and maximize ROAS week by week.

• →Localized direct-order campaigns with exclusive deals for customers ordering through Marumi's own channels.
• →Dynamic ad sets linked to the reservation platform to drive bookings on slow days.
• →New creative assets (combo images, behind-the-scenes videos, carousel ads) that showed freshness and exclusivity.
• →Continuous creative testing to raise engagement and lower cost per acquisition.
• →Weekly monitoring and optimization to keep performance and profitability steady.

• →Delivery orders in Caracas grew 22% within the first two months.
• →Campaigns averaged a ROAS above 10x, with some above 16x.
• →Ongoing optimization filled more tables, especially at off-peak hours.

With targeted ad buying, creative optimization and a data-driven plan, Marumi built a profitable direct sales channel and grew its reservations. When a brand owns its digital traffic, it owns its growth.