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Abuelo’s Mexican Restaurant

The Question

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. How could we best help this upscale Tex-Mex restaurant pivot to curbside and takeout virtually overnight?

The Answer

When the crisis struck, we moved from weekly to daily touchpoints with our client and proactively switched the strategy to focus on online orders and curbside pickup. Here’s how we efficiently managed Abuelo’s data across its multiple locations to increase transactions, all the while transitioning them to a temporary takeout- and delivery-only model:

  • Updated ads with “takeout and delivery” messaging
  • Updated website copy with the highest-converting keywords from paid search
  • Updated restaurant information such as opening and closing times and curbside pickup through our local presence management (LPM) platform
  • Kept customers informed by publishing posts about sanitation procedures and alerted Abuelo’s to Google’s COVID-19 updates so they could adjust messaging accordingly

Abuelo’s Mexican Restaurant

The Question

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. How could we best help this upscale Tex-Mex restaurant pivot to curbside and takeout virtually overnight?

The Answer

When the crisis struck, we moved from weekly to daily touchpoints with our client and proactively switched the strategy to focus on online orders and curbside pickup. Here’s how we efficiently managed Abuelo’s data across its multiple locations to increase transactions, all the while transitioning them to a temporary takeout- and delivery-only model:

  • Updated ads with “takeout and delivery” messaging
  • Updated website copy with the highest-converting keywords from paid search
  • Updated restaurant information such as opening and closing times and curbside pickup through our local presence management (LPM) platform
  • Kept customers informed by publishing posts about sanitation procedures and alerted Abuelo’s to Google’s COVID-19 updates so they could adjust messaging accordingly

What We Did

Search Engine Optimization (SEO)
Local Presence Management (LPM)
Conversion Rate Optimization (CRO)

The Results

increase in paid search conversion rates, February-March 2020
increase in YoY takeout transactions
increase in YoY takeout revenue

The Outcome

Before the 2020 outbreak, our team had been making significant strides, substantially decreasing Abuelo’s cost-per-acquisition rate from $53.10 to $19.98 and increasing organic website sessions 11.7% year over year (YoY), which accounted for a 14.6% increase in revenue.

When COVID-19 restrictions changed diners’ behaviors, our quick response helped Abuelo’s preserve as much of their revenue streams as possible. During a time when many restaurants were closing their doors and laying off employees, Abuelo’s saw increases in conversion rates, online orders, and revenue.

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