Sup! Thai delivers a 220% sales boost with Uber Eats Ads

When Tanasan Koonsook opened Sup! Thai in late 2023, he knew that having great food was just the beginning. In Sydney’s crowded restaurant scene getting noticed and standing out would take more than flavour alone. Almost two years on, Sup! Thai has grown its Uber Eats sales by 220% year-over-year, with a 17.16x return on Ad spend. The key? A launch strategy built on visibility, consistency, and smart use of Uber Eats Ads and Offers.

After several years working in hospitality, Tana and his partner saw an opportunity to introduce something fresh to Sydney, a modernised version of Thai food inspired by what was trending back home.

“Back in Thailand, Thai food is evolving — it’s becoming modern, even sexy. We wanted to bring that energy here.”

They chose Waterloo for its mix of students, families, and young professionals, knowing this audience would appreciate bold flavours, great service, and convenience. 

From day one, delivery was part of the plan — not just as an add-on, it was central to the plan. Sup! Thai launched in October 2023 and joined Uber Eats right from the start.

“We can’t deny that food delivery has become a habit since COVID. It’s like you open another restaurant, but online.”

As a new business with no existing customer base, Sup! Thai faced the same challenge many restaurants do: how to get discovered in a sea of options.

“I want people to see my shop, try my food, and come back.”

Rather than wait for word of mouth to spread organically, Tana took a proactive approach. He invested early in Uber Eats Ads and Offers to build awareness, attract new customers, and kickstart growth.

“Ads are like renting a physical shop in a high exposed area. If you want a good location for your shop, you need to pay more. It’s the same with Uber Eats.”

With just a few clicks in Uber Eats Manager, he set his budget to the recommended $71/day, targeted all customers, and chose automatic bidding. The Uber Eats platform handled the rest, proving powerful visibility doesn’t have to be complicated.

This strategy quickly paid off: within the first three months, Sup! Thai’s Ad Campaign alone generated 32,442 impressions and more than 800 new customers, exponentially propelling their growth and popularity on Uber Eats.

Running Ads meant Sup! Thai appeared in top viewed placements across the Uber Eats app — a powerful advantage when customers are ready to order. In fact, over 50% of Uber Eats orders originate from top-viewed placements.¹

“The outcome is great. I checked the app and saw my shop right there on the first page.”

And it paid off: Sup! Thai’s Ad campaign delivered a 17.16x return on Ad spend (ROAS) in the last 12 months — turning every $1 of Ad spend into over $17 in sales.

To convert that visibility into orders, Tana paired Ads with enticing Offers. The first was a ‘Buy one, get one free’ Pad Thai, which quickly gained traction.

“It was super crazy. Demand went up, and our rating in the app started to grow.”

As awareness grew, Tana shifted his strategy from driving first-time orders with BOGO to increasing basket size, launching a ‘Spend $50, Get a Free Item‘ promotion to encourage larger orders.

During the 12 months prior to July 2025, Sup! Thai’s Uber Eats sales grew by 220%, generating over $520K from their ad campaign.

Their source of revenue shifted dramatically, from an initial 30% of revenue coming from delivery when they launched, to now 50%. Online food delivery is playing a central role in their business and is a big part of their future plans. 

“It’s like opening another shop. Uber Eats is essential.”

Sup! Thai’s story is a powerful testament to how strategic Ad campaigns can transform a new restaurant into a thriving success.

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