Six by Nico
Move as One manages paid advertising for Six by Nico across Meta and Google Ads, working alongside their in-house marketing and design teams.
Multi-site restaurant group. Hospitality.
57% lower cost per cover · 150k bookings attributed by Meta · 29,000 covers in one week
The business
Six by Nico is a restaurant group with 15 locations across the UK and Ireland. Its concept is a six-course tasting menu that changes every six weeks, each time to an entirely new theme. That concept is what makes the marketing demanding.
The problem
Most restaurants market a menu that stays broadly the same. Six by Nico launches a new one in every city on a fixed cycle, and each launch has a hard date and a finite number of covers. Every cycle needs new creative, new campaigns in every location and booking demand arriving in a specific window, all on time.
A campaign that launches three days late has lost a real share of that menu's selling period. As the group expanded, the marketing team also needed clearer sight of how activity translated into bookings and covers in each location.
What we manage for Six by Nico
Our remit is paid advertising: campaign structure, builds, location targeting, measurement and reporting on Meta and Google Ads. Six by Nico's in-house team leads the brand, the menus and its wider marketing, and its design team produces the creative with our input on what each placement needs.
- Campaign structure built for repetition. The same proven structure runs across every cycle and city, so each launch is a new instance of a design that already works.
- Fast, checked campaign builds. We build the Meta campaigns through our own system to a specification we set. Every campaign lands as a draft and a person checks it before it goes live, turning launches around in a fraction of the time a manual build takes.
- Creative for every menu. We work with Six by Nico's in-house design team on creative for each launch, planned for the placements it will run in, with test variants prepared in advance.
- Location-level targeting. Each city's campaigns reflect its own demand and capacity, never one national campaign with a wide radius.
- Attribution and reporting. We built a framework linking Meta and Google campaigns to bookings and covers, with dashboards showing campaign impact in every location.
Why build speed matters
When building campaigns across every location takes days, you can only run the promotions you planned weeks ahead. You can't react to a slow week, a weather forecast or a menu selling faster in one city than another. When it takes hours, all of that becomes possible. Build speed decides which decisions you can act on at all.
The results
Cost per cover fell from £3.59 to £1.53, a 57% reduction. Meta attributed 150,000 bookings to £1m of ad spend. In a single week the group filled 29,000 covers across its locations.
What we can claim
Six by Nico is a strong brand with a concept that generates its own attention and plenty of organic demand. The 150,000 bookings are Meta's attribution, which includes people who may have booked anyway. What we can evidence is the fall in cost per cover, the speed and reliability of every launch, and how each menu's campaigns performed by location.