TalabatExpress: +312% delivery orders from a 12-creator UGC stack
A local restaurant chain swapped polished agency ads for raw creator-led content in 30 days and hit the best ROAS in its history.
The challenge
TalabatExpress was burning roughly EGP 400K/month across Meta and TikTok, but CPMs were climbing fast and cost-per-order had crept up to $1.20 — the chain was losing money on every new order. The in-house team had no bandwidth to ship native creative weekly, and their previous agency kept delivering glossy spots that looked like ads from a mile away. The result: scroll-past behavior, weak CTR, and CAC rising month after month.
The approach
- 1Hired a 12-creator UGC squad through MindHub — half Egyptian, half Gulf, all specialists in rough-cut food video.
- 2Built one simple brief: four hooks (surprise me, I’m craving, better than home-cooked, fast delivery) + a hard rule of phone-only filming.
- 3Each creator shipped 4 videos in 7 days = 48 assets. 47 of them passed QA after light caption polishing.
- 4Ran a continuous A/B test on Meta + TikTok with 3 creative angles per currency, auto-scaling winners by CPA.
- 5UTM-tagged tracking links per creator so we could see who actually drove orders, not just impressions.
The results
In 30 days, daily deliveries jumped from 214 to 882. Average cost per order dropped from $1.20 to $0.42 — a 4x lift in ROAS. Three creators delivered 70% of the performance and were retained on a monthly retainer.
“We thought polished ads were what sold. Turns out the opposite is true — raw and real is what makes people stop scrolling. MindHub let us test 12 creators in the time it used to take one agency to ship a single hero video.”
— Karim Hassan
Head of Growth, TalabatExpress
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