Background
Erewhon is the cult organic grocer and cafe that defines the wellness culture of Los Angeles: rainbow produce, a chef-driven prepared-foods hot bar, cold-pressed juice, and a brand people are genuinely obsessed with. The demand was there. What the business had never done was advertise.
Before Noble Growth, Erewhon had not run any outbound advertising, and the team was skeptical it could be done profitably at their scale and price point. Our job was to prove that paid media could acquire customers profitably, scale it week over week, and build the momentum that would help launch a brand-new location in Silver Lake.
The Challenge
The brand was beloved, but the advertising foundation had never been built. A Facebook Business Manager and tracking issue had nagged the team for months, so nothing could be measured cleanly. Profitability was unproven at a premium price point. And a new Silver Lake location was coming that needed real demand behind it.
The Work
Noble Growth ran the account like a science experiment on a weekly cadence. Every week was a numbered "round" with its own executive report, so decisions came from data, not guesswork.
Fixed the foundation, week one
Solved the Facebook Business Manager and tracking issue that had blocked the team for months, so every dollar of spend could finally be measured against real, attributed orders.
Proved and scaled profitable acquisition
Systematic weekly testing across Meta and Google, hypothesis by hypothesis, scaling the winners. The reports tracked profit net of both ad spend and cost of goods, so "profitable" meant profitable after every cost.
Built demand for Silver Lake
The program grew an engaged LA customer base and brand momentum that laid the groundwork for a successful opening of Erewhon's new Silver Lake location.
The product carried the creative: Erewhon's prepared foods, cold-pressed juice, and specialty produce.
The Results
Once the foundation was fixed, the account settled into a steady, profitable rhythm. Across a representative six-week stretch it drove 893 attributed orders at a blended 15x return on ad spend, and it stayed profitable every single week, even after both ad spend and cost of goods.
| Week | Attributed Orders | Attributed ROAS |
|---|---|---|
| Jun 18 – 24 | 138 | 12.1× |
| Jun 25 – Jul 1 | 141 | 18.3× |
| Jul 2 – 8 | 132 | 16.5× |
| Jul 9 – 15 | 124 | 18.5× |
| Jul 16 – 22 | 174 | 13.9× |
| Jul 23 – 29 | 184 | 13.4× |
| 6-week total | 893 | 15.0× |
Attributed orders and return on ad spend, week by week, straight from the weekly executive reports. Profitable every week, net of ad spend and product cost.
One of the paid creatives, built on Erewhon's real product and brand, no stock imagery.
“In the very first week, Noble Growth solved a Facebook issue that had been nagging at us for months. In the second week, they proved we can acquire customers profitably through advertising. And in each subsequent week, they’ve helped us scale our top line revenue while also improving overall profitability. I look forward to our calls each week, as the reports are incredibly valuable.”
Why It Works for Any Food & Hospitality Brand
The Erewhon playbook applies to any premium food, grocery, or hospitality brand that wants growth it can prove, not just spend it can point to:
- Fix the foundation before you scale. A broken tracking or account setup silently caps everything above it. Solve it first and every dollar becomes measurable.
- Prove profitability early, then compound it. Get to a profitable cost per order fast, then scale the winners week over week.
- Run it like a science experiment. A weekly testing cadence with a clear report turns marketing from opinion into evidence.
- Advertising builds more than orders. The demand, data, and brand momentum you build online set up wins offline, including new-location launches.
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Conclusion
Erewhon went from never having advertised, and doubting it could be profitable, to a measurable, weekly-optimized engine that acquired customers at a steady 15x attributed return and stayed profitable after every cost, building the demand behind a successful Silver Lake launch. Fix the foundation, prove profit, compound the winners: the same approach is what Noble Growth brings to every food and hospitality brand we partner with.