Mama Yo and Doolally
Marketing engagement review, January–April 2026.
Q1 infrastructure rebuild, performance baseline, and Q2 commercial plan.
Prepared for
Patrick Sheehan
Chief Executive Officer
Eclective Hospitality Group
Prepared by
Brian Hughes
Novus Digital
Engagement window
January 2026 – April 2026
Quarterly review
Status
Both venues operationally live. Q2 paid-media ramp commencing May 2026.
Executive summary
In January 2026, Novus took on Mama Yo and Doolally as two pilot venues. The audit identified an underbuilt brand layer, fragmented attribution, and a lifecycle programme running on legacy infrastructure. The four months under review reflect both the rebuild and its first measurable read.
287 discrete deliverables shipped — brand systems, two Webflow rebuilds, server-side GA4 with Meta Conversions API, Microsoft Clarity, Klaviyo identity wiring. The Klaviyo migration produced a 3.2× uplift in broadcast open rate (36.4% versus 11.5% YTD against the legacy Mailchimp account, across the same audience pool), at twice the volume. The combined list grew 11.8% — 1,329 net new subscribers — in the fourteen days following stable Meta delivery.
Paid acquisition was rebuilt against a custom Click-Book-Table optimisation event. Across the 13 April – 5 May post-rebuild stable window, Doolally generated 1,617 booking-intent events at €2.10 cost-per-event; cost per landing-page view stabilised at €0.07, 7× lower than Angelinas (€0.49) on the inherited stack. Doolally is the cleanest like-for-like comparator; Mama Yo's reading is reported with caveat on page four.
Q2 budget reforecasts to €200,488. Paid media steps up from a monthly run-rate of €6,890 to €17,000 in May and €18,000 in June; TikTok pilots at Mama Yo, Google Ads runs low-competition windows, WhatsApp launches as retention in June. OpenTable Ads is exited; custom dashboard development moves to group level. Channel diversification and retention pilots run through July; the Q3 reforecast at end-July refines allocation against test outcomes.
The work
287
Discrete deliverables shipped, January–April 2026
Full register maintained in Notion; available to Eclective leadership on request.1
Brand & Design
Centralised Figma asset libraries, both venues. Bespoke brandbooks. Full menu suite — Kahani, Lotus, à la carte, kids, vegan, dessert — plus group-dining brochure, photography direction, ad creative library, in-venue collateral.
Web & Tech
Two Webflow rebuilds with new information architecture, copy, SEO foundations. Server-side GA4 + GTM advanced events. Meta Conversions API with the Click-Book-Table custom event. Microsoft Clarity. Klaviyo identity stitching across web, ad, CRM, venue.
Performance
Meta campaign architecture rebuilt from a clean account state, optimised against Click-Book-Table. Still and video creative library, A/B tested. Mother's Day, Lotus, Kahani, Easter, and Long Weekend campaigns shipped.
Content & Lifecycle
Klaviyo replaced Mailchimp. Welcome flows live at both venues; Mama Yo win-back operational, Doolally in deployment. Notion content calendars planned four weeks ahead, governed by per-channel cadence caps.
Visual evidence
May 2026 — Mama Yo content calendar. Fully scheduled four weeks ahead. Both venues now planned a full quarter ahead in Notion, with channel-cadence governance enforced.
Performance: leading indicators
The infrastructure rebuilt during Q1 produced four reportable leading indicators: audience capture, email engagement, paid acquisition efficiency, booking intent. These are readings of the system, not cumulative outcomes; conversion into top-line growth is the Q2 test.
List growth
11.8%
List growth in 14 days
12–26 April 2026, post-stabilisation window. Source: Klaviyo.2
+1,329
Net new subscribers, both venues
682 Mama Yo · 647 Doolally. “Subscribed to Email Marketing” event.
Email engagement: Klaviyo versus Mailchimp
36.4%
Klaviyo open rate
YTD 2026, both venues, 80,600 sends
11.5%
Mailchimp legacy open rate
YTD 2026, same audience pool, 41,355 sends
3.2×
Engagement uplift on parallel send pool
Reach also doubled, 80,600 vs 41,355 YTD.3
Paid acquisition efficiency
13 April – 5 May 2026, post-rebuild stable window, ad-level active-delivery filter. The matched comparison against Angelinas — same group, same city, same audience pool, same platform, but on the inherited tracking stack — is the cleanest like-for-like the portfolio offers.
7×
Doolally vs Angelinas — CPLPV multiple
€0.07 (Doolally, Novus stack, 13 April – 5 May) versus €0.49 (Angelinas, inherited stack, matched window). Doolally is the cleanest comparator; Mama Yo's reading is depressed by delivery interruptions during April (caveat 2, page six).4
€2.10
Doolally cost per Click-Book-Table
1,617 events from €3,390 active spend, 13 April – 5 May. Mama Yo matched-window equivalent: €4.34 (caveat 2). Angelinas: not configured.
Booking intent
1,617
Doolally Click-Book-Table events, 13 April – 5 May 2026
516,895 impressions · 218,751 reach · €3,390 active spend · 23-day window. Mama Yo matched-window: 759 events (caveat 2). Angelinas: zero — the event is not configured on the inherited stack. Click-Book-Table is the bottom-funnel event the rebuilt Meta architecture optimises against; volume is the leading indicator of paid-acquisition output.5
Architecture
Sources
- GSC organic search
- GA4 + GTM advanced events
- Meta CAPI server-side
- Klaviyo CRM identity
- MS Clarity behavioural
- OpenTable bookings
- Toast in-venue spend
- TikTok pixel + events
→
Single source of truth
Identity-stitched across web, ad, CRM and venue. Click-Book-Table as the optimisation event. Both pilot venues, same plumbing.
→
Output
- BuildReal-time campaign optimisation against booking intent.
- LearnCohort and channel attribution stitched across the funnel.
- DecideCreative and flow performance read venue by venue.
Eight signals into one source of truth, optimising for booking intent across both venues.
Q2 commercial plan
With infrastructure operational, the Q2 plan shifts to acquisition velocity and retention compounding. The combined budget reforecasts to €200,488 across the two pilot venues. Channel diversification and retention pilots run through July; the Q3 reforecast at end-July refines allocation against test outcomes.
Q2 reforecast — annual budget allocation by category
| Category | Mama Yo (€) | Doolally (€) | Combined (€) | % |
|---|
| Tech stack | 7,154 | 5,654 | 12,808 | 6.4% |
| Content & media | 20,330 | 17,760 | 38,090 | 19.0% |
| Paid media | 74,997 | 74,592 | 149,590 | 74.6% |
| Total | 102,482 | 98,007 | 200,488 | 100% |
Channel diversification
Meta as the always-on engine at €113,130 combined annual. TikTok pilots at Mama Yo for May–June (€3,000 each venue, Mama Yo first); kill-or-extend reviews end of June against a cost-per-Click-Book-Table threshold. Google Ads sequences a low-competition June test plus a Q4 corporate-and-gift-cards push (€19,120 combined annual).
OpenTable exit
Q1 actual spend is the full-year extent (€3,821 Mama Yo, €7,520 Doolally). Budget redirects to owned-data retargeting through Meta, Klaviyo, and the WhatsApp pilot.
Retention infrastructure
WhatsApp launches at Mama Yo in June (€3,500, May–December). Doolally is sequenced for September (€2,000), contingent on Mama Yo's three-month read. The Doolally win-back Klaviyo flow ships in May.
Off the venue P&L
Custom dashboard development moves to group level, removed from the Q2 venue-level reforecast.
Q2 measurement framework
Leading indicators (Novus owns)
- Cost per Click-Book-Table held under €7.50 as paid spend scales through Q2.
- List growth continuing at post-stable-window rate.
Outcome read-out (group context)
Q2 cover and revenue performance read against Q1 2026 actuals (€1,816,188 net sales / 42,253 covers / €42.98 AOV combined) and the 2025 Q2 group revenue reference (€1.36M). The test is whether rebuilt acquisition compounds into top-line.
Methodology, caveats, and closing
Methodology
Performance is attributed against the Click-Book-Table custom event for paid acquisition; email engagement against the legacy Mailchimp account on the same audience pool, year-to-date. Paid-acquisition efficiency is measured across the 13 April – 5 May 2026 post-rebuild stable window, ad-level active-delivery filter. List growth is the “Subscribed to Email Marketing” event in Klaviyo across the post-stable-delivery window, against the most recent campaign-deliverable baseline. Revenue and covers from Toast; bookings from OpenTable. Each figure is exact and sourced; comparisons are stated with both underlying values inline or in footnote.
Caveats
- Reservation attribution scope. OpenTable's widget attribution records bookings only within last-click within its native window; Click-Book-Table volume is reported as the leading indicator for the period until attribution scope expands.
- Mama Yo paid-media delivery. Intermittent delivery interruptions at Mama Yo during April elevated CPLPV relative to stable conditions; Doolally is reported as the cleanest comparator against Angelinas.
- Mailchimp comparison. The legacy account ran in parallel during Q1 pending consolidation (41,355 YTD sends); the Klaviyo benchmark is measured against this post-consolidation activity, not an actively-managed competitor.
- 2025 reference data. Cover-level and AOV comparison against 2025 is unavailable as Toast was not the system of record at either venue until mid-2025; the measurement framework holds to 2026 actuals plus the 2025 Q2 revenue reference.
Closing
Q1 produced the infrastructure baseline; Klaviyo replaced Mailchimp, Meta was rebuilt against the booking-intent event, websites and attribution layer are operational across both venues. The leading indicators on page four are the first measurable read on what was built. The Q2 plan returns spend to its planned cadence, doubles paid media in May–June, diversifies into TikTok and Google, exits OpenTable Ads, adds WhatsApp as retention. Whether the rebuilt system compounds into restored top-line is the question the next ninety days answer; the page-five measurement framework is the basis on which that read will be made.
