How Oishii Tokyo grew demand 118% using Uber Eats ads and offers

Melbourne, Australia | Dec, 2025

Tucked away in South Melbourne, Oishii Tokyo is a small, cozy Japanese café serving comforting, home-style dishes. Founded in 2021 by Naeun Kim and her husband as their first hospitality venture, the café was built on a simple purpose: to serve high-quality food at a fair price. With limited indoor seating and the challenge of running the café while raising two young children, every aspect of the business mattered—and every order counted.

Today, Oishii Tokyo is a strong-performing local favourite on Uber Eats.

This year alone, the café has achieved:

+118%

yearly sales growth

213K

orders completed

$930K

in food sales

But growth like this doesn’t happen overnight. Read below to find out how Naeun did it!

Success didn’t come easily. In the early days, orders were scarce and competition was high.

“At first, we were getting only one or two orders a day” Naeun says.

Naeun focused on the fundamentals: fast prep times, consistent flavours, and small gestures that made customers feel cared for.

“Whenever they order, the taste must be the same.”

As operations strengthened, Naeun built on these fundamentals by leveraging Uber Eats Marketing Tools.

“After we started the campaigns, we saw a lot more orders… it just kept growing.”

Driving visibility in a crowded marketplace

Even with strong food and operations, visibility was an early challenge for Oishii Tokyo in a competitive Uber Eats marketplace.

To drive discovery, Naeun began running Uber Eats Ads in 2023—starting small with a daily budget of $35 to test what worked. As results came in, she gradually scaled up to $71 per day.

Since then, Ads have helped consistently bring new customers to the store, delivering in 2025:

$390,000 in revenue
18.29 ROAS (return on ad-spend)
470,000 impressions

“The campaign shows customers our store—that’s why they click,” Naeun says, noting they continue to see new customers through Uber Eats Manager.

Converting discovery into first orders

As visibility increased, Naeun focused on converting attention into first orders through targeted Offers. Chicken-based dishes stood out as customer favourites that were easy to prepare consistently at scale.

“I look at the graph in Uber Eats Manager—what’s popular, and what we need to improve. We normally use a lot of chicken. It’s popular, and we get ingredients every day.”

In 2024, Oishii Tokyo introduced a Save on Menu Items promotion featuring these top-selling dishes, reaching up to 3,276 new customers and supporting larger orders and repeat visits.

“They’re not just ordering the discounted food—they add drinks or other items.”

Naeun’s simple formula for growth

For Naeun, using Ads and Offers together made a clear difference. Ads helped customers discover the store, while Offers gave them a reason to place their first order.

“Using both together worked best for us… when we turned one off, we saw less impact.”

In a crowded marketplace, the combination helped Oishii Tokyo stand out, converting first-time orders into repeat visits long after the initial promotion ended.

Today, half of the restaurant’s food sales come from frequent customers, a loyalty reflected in its 4.7-star rating from over 3,000 reviews.