Abuelo’s was in the process of piloting half of their locations with paid search and search engine optimization (SEO) programs when COVID-19 hit. The upscale restaurant chain leaned on us to swiftly adapt the initiatives to best serve their customers during this unpredictable time.
Efficiently manage data across multiple locations and increase transactions while transitioning to a temporary takeout- and delivery-only model.
Before the outbreak, our team was making significant strides, decreasing the cost-per-acquisition rate from $53.10 to $19.98 and increasing organic website sessions 11.7% year over year, which accounted for a 14.6% year-over-year increase in revenue.
When the crisis struck, we moved from weekly to daily touchpoints with the client and proactively switched the strategy to focus on online orders and curbside pickup:
During a month when many restaurants were closing their doors and laying off employees, Abuelo’s saw increases in conversion rates, online orders, and revenue.
Increase in paid search conversion rates, February-March 2020
Increase in YoY Google My Business actions
Increase in YoY takeout transactions
Increase in YoY revenue
Increase in click-through rates, February-March 2020
Increase in website sessions