🏆 EDGEY Named New Agency To Watch
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Second year nominated. This time, it came home.
We're buzzing. This month, EDGEY scooped up the 'New Agency to Watch' award at the Prolific North Champions Awards.
To be recognised on a stage that celebrates the very best of the North's creative and digital industries, alongside agencies we've admired for years, is something we don't take lightly.
A massive thanks to the team, our clients who've trusted us from day one, and the friends, peers and partners who've championed us along the way. Big love to Bethany Prior @ Candid Hospitality, Katie Richardson @ Nell's Pizza and Edd Bower @ Guestwise who joined us and partied hard on the night.
Coming off the back of being named Agency of the Year at the RMI awards in January, we're not slowing down. Q2 has been our biggest yet, and we're taking 2026 as if it's our own - we're hiring across paid, CRM and client success right now.
Fancy joining Team EDGEY?
Drop us a line, we'll always make time for our kind of people.
Next stop, Marbella... 👀
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🚚 Deliveroo Has Eaten The Reservations Game
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DoorDash now owns Deliveroo, SevenRooms, and your entire guest journey.
On May 7th, Deliveroo Reservations went live in London. Diners can now browse live availability and book tables at hundreds of top restaurants, including Dishoom, Hide, Kricket, Barrafina and Murano, straight from the Deliveroo app. £10 credit thrown in for your first booking, just to seal the deal.
On the face of it, it's another booking platform. Look closer, and it's a power play.
Here's the bit operators need to clock: DoorDash now owns Deliveroo AND SevenRooms. Both acquired in 2025. £2.9bn for Deliveroo, £900m for SevenRooms. This launch is the first proper product integration since the deals closed, and it tells you exactly where things are heading.
🥡 Delivery marketplace ✅
📲 Reservations + CRM layer ✅
🍽️ Direct line into your guest data ✅
If you're on SevenRooms, your bookings, cancellations and guest data are now flowing through a system owned by the same parent as your biggest delivery channel. That's a huge distribution opportunity, but it's also platform dependency on steroids.
What it means for hospitality brands:
📈 New discovery channel for first-time diners (Deliveroo's user base is huge)
⚠️ More of your guest journey sitting inside one ecosystem
🧠 Diners arriving with less brand context, more impulse intent
🔐 First-party data still matters more than ever, own the relationship, don't rent it
This isn't a "good or bad" story. It's a "pay attention" story. The aggregators are no longer just aggregating; they're vertically integrating.
The brands that win in 2026 will be on these platforms AND own their own audience. Not one or the other.
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📉 Meta Isn't Dying. Your Dashboard Is Lying..
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CPAs are up 15-30% since April. Don't blame the algorithm. Blame attribution.
Every other LinkedIn post right now: "Meta is dead. Performance is collapsing. The platform's broken."
Calm down.
What's actually happened is that Meta has tightened click-through attribution. Previously, almost any click that touched an ad got credited as a conversion, even the accidental ones. The new model applies stricter intent filtering before a click counts.
The result?
📊 Spend looks stable
👁 CTR looks stable
💰 CPM looks stable
📉 But fewer clicks are being credited → reported CPA goes up, reported ROAS goes down
Meanwhile, your actual covers, bookings and till takings? Roughly flat. The business outcome hasn't changed. The dashboard has.
Here's what we're telling clients:
🔍 Don't waste a week reinstalling pixels.
📆 If you're only looking at 7-day click, the dip looks like seasonality. Compare 1-day click and 7-day click side by side.
🎨 Refresh creative cadence faster.
🎯 Push more budget into broader audiences and let Meta's modelling do its job.
📊 Don't optimise against the new noisier numbers, re-baseline against your back-end data (bookings, covers, EPOS, CRM matches).
The brands panicking right now are the ones who only ever looked at the Meta dashboard. The brands that have been triangulating ad data with their booking platform and CRM all along? They've noticed nothing.
It's not death. It's recalibration. And it's a reminder that your booking system is the source of truth, not Ads Manager.
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🤖 Meta Is Now Reading Your Whole Website
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A new Pixel setting is quietly turned on in your account. Have you checked?
Meta has rolled out an AI-powered enrichment to the Pixel. Instead of waiting for your site to fire standard events, it's now automatically scraping additional page and product info every time someone lands.
That includes:
🔹 Page titles, descriptions and page type
🔹 Product names, prices, currency, availability
🔹 Business name, location and contact details
🔹 Event and travel info
🔹 Content categorisation (commercial, blog, editorial)
Meta's pitch is that more context = better optimisation. Fair point. The catch? For many accounts, this is enabled by default. If your dev team didn't read the Events Manager notification, it's already on.
Why it matters for hospitality:
If your menu page is outdated, if your event listings reference last summer's bottomless brunch, if your "from £25pp" pricing hasn't been updated since 2024, Meta's AI is now feeding all of that straight into your ad optimisation. Garbage in, garbage out.
What to do this week:
⚙️ Go into Events Manager → Settings → check the "Automatic page and product info" toggle
📝 Audit your live pages. Is the on-page content accurate, current, on-message?
🏷 Make sure pricing, availability and locations match what's in your ads
❌ Turn it off if your site isn't clean. Better no signal than wrong signal
This is the latest move in Meta's "we'll do it for you" automation push. Convenient. Powerful. And dangerous if you're not paying attention.
Automation rewards clean operations. It punishes neglect.
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💸 Google Will Fund Your Q3
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Promotional ad credits are back on the table, and they're worth claiming.
Google is running aggressive new-advertiser promotional credit tiers again, with current offers giving you matched ad credit on first spend (varies by region and account, typically £400-£6,000+ in credit).
Translation: spend a bit, get a lot back. Effective Google Ads spend at a serious discount for your first 60 days.
This is genuinely useful for two groups in our world:
🍴 Independent restaurants and small groups not yet running Google Search. Your competitors are bidding on every "best brunch in Liverpool" search going. Promotional credit is the cheapest way to find out whether paid search moves the needle for you.
🏨 Hotels and venues over-indexing on Meta and direct. Bottom-of-funnel intent on Google is the highest-converting traffic that exists. If "we should test Google" has been on your roadmap for 12 months, this is the cheapest version of that test you'll see.
Before you click claim, the small print:
✅ Brand new billing accounts only. No prior Google Ads spend on the CID
⏱ Promo code has to attach within ~14 days of first spend
🔓 Credit unlocks AFTER you hit the spend threshold, not upfront
⚠️ Don't claim the top tier unless your campaigns, tracking and landing pages are genuinely ready to deploy that volume profitably
The credit is only valuable if it generates real bookings. Burning £5k to "unlock" free credit without a proper campaign in place is a fast way to waste money.
Need a hand setting it up properly? Drop us a line. We'll make sure the credit actually attaches and the campaigns actually convert.
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