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?
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:
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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