Oval is a Brazilian foodtech group behind Olga Ri, Hi Pokee, and Durum. Across restaurants, dark kitchens, and digital ordering channels, it serves around 40 000 customers each month. As the business expanded across brands and channels, incentives became a key lever for acquisition, engagement, and repeat orders. That also raised the bar for execution. Oval needed a promotion setup that could keep pace with a multi-brand operation, tight food margins, and frequent campaign changes.
What needed fixing
- Overpaying for a complex promotion engine (Talon.One).
- Launching and adjusting promotions was slow, due to limited flexibility and a complicated UI.
- The growth team wanted to experiment more with incentives to balance conversion with tight food margins.
Why Oval moved away from its previous promotion setup
As Oval expanded, incentives became a bigger part of how the team drove acquisition, engagement, and repeat orders. But their previous setup with Talon.One was becoming harder to justify. Promotion volume changes throughout the year, with spikes around launches and seasonal campaigns, and the contract and pricing model did not fit those shifts well.
The team also needed more speed on the operational side. Launching or adjusting promotions took more effort than expected, and the interface made campaign setup less intuitive. In a food business with tight margins, that creates real friction. Promotions need to be tested, adjusted quickly, and kept under control.
Voucherify gave Oval a more flexible way to work. Campaigns became easier to set up, rules were simpler to configure, and new ideas could go live much faster. The migration was smooth, and the team was able to start building campaigns almost immediately.
“Creating campaigns and vouchers is much easier and more flexible now. We can quickly launch new strategies when we need them.”
How Oval uses Voucherify today
Voucherify now powers incentives across Oval’s brands, giving the team a much more practical setup for day-to-day campaign management. Campaigns are quicker to launch, rules are easier to adjust, and one person can handle much of the operational work.
“We’re always looking for new campaigns and opportunities. With Voucherify we can create different strategies very easily.”
That gives Oval more control over how incentives are used across the business. Campaigns can be targeted by brand, product, or specific menu item, while Lara can test and update strategies more easily.
Today, Oval’s growth team uses Voucherify as the central engine for incentives across its brands, mobile app, and delivery channels. The team runs several types of campaigns:
- First-order incentives: Welcome offers such as 10% off the first order help convert new app users.
- Influencer campaigns: Dedicated coupon codes support partnerships and campaign attribution.
- Support compensation: Customer service teams can quickly issue coupons when an order issue affects the experience.
- Employee discounts: Internal discounts are managed through the same incentive engine.
- Targeted promotions: Campaigns can be scoped by brand, product, or menu item.
Customer profiles are also stored in Voucherify, enabling the team to manage incentives at the user level. Oval also uses Intercom as its CRM and plans to connect it with Voucherify, so incentives can be triggered directly from customer engagement workflows.
Campaign management is handled directly by the growth team. Lara monitors campaign performance daily, tracking redemption volume and promotion spend, while the engineering team maintains the backend configuration.
With Voucherify, Oval can run incentives with the speed, control, and flexibility its multi-brand business needs.
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