Summary: A seasonal pizza shop in Massachusetts faced declining revenue due to competition from a large chain and high fees from third-party ordering apps. A comprehensive digital strategy, including a new e-commerce platform, SEO optimization, and digital signage, resulted in a 100% increase in website traffic, a 60% increase in online orders, and $25,000 in savings in the first quarter alone, enabling the business to thrive even during the off-season.
Client Overview: Client is a small pizza shop in a seasonal coastal environment with over 30 years in the community. The future of the shop was put in jeopardy when a large CSR chain opened within .25 mile of the existing pizza shop, disrupting delivery and cutting down on walking/driving traffic being directly in between them and the beach. CSR Pizza shop had more money to spend on advertising and marketing, like leave behinds on every residence, and magnets for rental homes to remind seasonal beach goers where to get pizza. Simply having to compete with collateral was putting a strain on the local pizza shop owner.
The Challenge: The client’s seasonal business was threatened by a new chain competitor, impacting both walk-in traffic and online orders. Their existing online presence was weak, relying on a 3rd Party account and a basic website. The primary challenges were:
- Competing with the chain’s marketing and brand recognition.
- High fees from third-party ordering platforms.
- Poor search engine ranking (10th).
The Solution: We developed a custom digital strategy focused on:
- E-commerce Platform: A new open-source PHP e-commerce platform was implemented, designed for SEO and user experience, replacing the 3rd Party system.
- SEO Optimization: A technical SEO plan was executed to improve search engine ranking.
- Digital Signage: Integrated digital signage to enhance visibility and attract customers.
- Direct Ordering: A campaign to drive traffic directly to the new website, eliminating reliance on third-party apps.
Results: The results were significant:
- Website Traffic: A 100% increase in website visits, events (user actions), and new users year-over-year, including the off-season.
- Direct Traffic: 102% increase in direct traffic visits.
- Organic Search: 86% increase in organic search traffic.
- 3rd Party Traffic: 100% decrease in 3rd party customers
- User Engagement: Over 40% increase in user engagement.
- Online Orders: 60% increase in online orders.
- Cost Savings: $25,000 saved in online ordering fees in the first quarter.
- Business Performance: While other local restaurants reported significant revenue losses during the off-season, the client’s losses were under 5%.
Conclusion: This case study demonstrates the power of a comprehensive digital strategy to overcome competitive challenges and drive business growth. By focusing on SEO, user experience, and direct ordering, we helped the client achieve significant cost savings, increase online orders, and thrive even in a competitive and seasonal market.Call to Action: Ready to transform your digital presence and achieve similar results? Contact us today for a free consultation.
