Task
il Molino is a chain of family Italian restaurants with a 15-year history that a whole generation of Kyivans grew up with. The brand had 15,000 followers, but conversion into real visits was low, and some guests ordered through delivery aggregators instead of the restaurant's own delivery. The goal: refresh the visual communication without losing the loyal core, and scale sales of its own delivery through content and ads.
What we did
Results
“MOVE completely changed how our restaurant looks on social media. Now every video isn't just content — it's an invitation to the table.”
What we did
Instead of an abrupt visual overhaul, we led a gradual evolution: the audience responded better to the old ad creatives, so we supported sales with proven formats and modernized the presentation step by step. We shifted the focus to real people: content with children, families, staff and actual guests, with an emphasis on the kids' menu. We worked in cycles: monthly sprints with new hypotheses, number crunching, dropping what didn't work and scaling what did. We changed the tone of voice several times until we found the format that matched the client's vision.
Approach and results
Over the year of collaboration, content gathered 1.3M organic views. Ads bring in 300+ delivery orders a month, and 65%+ of add-to-carts end in a purchase. We moved part of the traffic to the website and the Holdo app, brought in young families and won back customers who had been coming for 15 years. One central brand account promotes about 10 locations in Kyiv. For il Molino express, the sub-brand at Kyiv Central Railway Station, we shot an announcement video and published it jointly with the official account of Ukrzaliznytsia (Ukrainian Railways).