How Punch Drunk Chef Hit 20x ROAS and Expanded Into 3 New Texas Markets

Scaling Beyond South Dallas

Punch Drunk Chef Meal Prep, founded in 2018 by Chef Brad Miller, had built a loyal following in the South Dallas area with fresh, never-frozen meals that break the stigma that healthy food has to be boring. However, the business had reached a ceiling in its original market. Brad knew there was demand in the surrounding DFW suburbs, but had never had the ad infrastructure or strategy to profitably enter new territories. The challenge was twofold: continue driving strong returns in the core Dallas market while proving the model could work in entirely new areas where the brand had zero recognition.

Full-Funnel Paid Media with Geographic Expansion

We built a layered Meta Ads strategy designed to maximize both immediate revenue and long-term brand equity. In the core South Dallas market, campaigns were optimized for purchase conversions with audiences that excluded all previous purchasers, ensuring every dollar spent was acquiring genuinely new customers, not retargeting existing ones.

For geographic expansion, we launched dedicated campaigns for each new market, including Frisco, Plano, and Denton, with separate budgets, creative sets, and audience structures. Each market received a combination of awareness campaigns to build top-of-funnel recognition and direct-response campaigns to drive immediate orders. This approach allowed us to measure true market viability while building a follower base in each new area.

Record-Breaking Revenue and Three New Markets

The results exceeded every benchmark. In the core South Dallas market, we drove the account to a sustained 13.45x ROAS, with the most recent month peaking at an extraordinary 20x return on ad spend. The client confirmed via Slack that the business had hit its all-time highest sales record as a direct result of the campaigns.

Performance Across New Texas Markets

Every new market we entered became profitable within the first 30 days. The expansion strategy proved that Punch Drunk Chef's model is not location-dependent. It scales.

Beyond the Numbers

The impact extends well beyond ROAS metrics. Brad, the owner of Punch Drunk Chef, confirmed that the awareness campaigns running in Plano were visibly growing his social media following from that area, a leading indicator of long-term brand equity in a new market. The business has gone from serving a single neighborhood in Dallas to operating across four distinct markets in the DFW metroplex, all driven by paid media performance.