More covers, measured to the penny.
Incremental growth beyond an already-converted base, with every pound of media accountable to seated guests and attributed revenue.
Mildreds is a well-established vegan restaurant group with six locations across London, known for creative plant-based dishes and a cult following among local diners.
The brief
Mildreds is one of London’s most beloved restaurant groups. A cult following. A handful of exceptional central locations. A brand built over decades on bold, creative plant-based food that doesn’t compromise on flavour or identity.
As Mildreds looked to make paid media a core part of their growth strategy, NovaStory came on board as their dedicated paid media partner, bringing the commercial and technical expertise needed to scale with confidence. A strategy built around one clear objective: more covers, more revenue, measured with precision. Not impressions. Not link clicks. Seated guests and attributed revenue, accountable to the last penny.
The plan
The brand wasn’t the problem. Awareness wasn’t the problem. Mildreds had built something genuinely special: a loyal, passionate audience in the tens of thousands that needed little convincing. The challenge was more interesting: how do you grow beyond your already-converted base, in a fiercely competitive London dining market, without diluting the thing that made the brand worth loving in the first place?
The answer was to go incremental from the start. Rather than leaning on existing brand equity, we built campaigns designed to reach people who hadn’t yet discovered Mildreds: flexitarians, occasion diners, food lovers who’d rarely considered booking a plant-based restaurant but absolutely would. That meant building audience personas from scratch, applying highly segmented targeting across paid search and social, and constructing attribution infrastructure capable of connecting spend directly to reservation and revenue outcomes.
Efficiency wasn’t a nice-to-have. In a market where acquisition costs spiral fast, we needed to grow reservation volume without growing waste: disciplined campaign architecture, rigorous conversion tracking, and a clear-eyed view of what each channel genuinely contributed, not in traffic, but in seated guests and revenue.
The result
A 20x+ average ROAS, now consistent across every active paid channel. An average cost per cover below £2: exceptional efficiency for a multi-site London restaurant group in one of the world’s most competitive dining markets. Paid-attributed reservation volumes up 43%. Average conversion value from paid media up 34%. Since the partnership began, attributed ROAS has climbed by over 2,200%.
Underpinning all of it is CoverStory, NovaStory’s revenue attribution platform, giving Mildreds complete clarity on which activity drives revenue, what it costs to generate, and where the greatest opportunity lies next. It’s the kind of visibility that turns paid media from a cost centre into a genuine growth lever. For Mildreds, that’s exactly what it has become.
Booked covers, tracked to the till.
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