Willy’s Mexicana Grill
Case Study
One of our clients that is currently enjoying a high degree of success is
a restaurant in metropolitan Atlanta known as Willy’s Mexicana Grill.
The company’s first location was founded in 1995.
The founder, Willy Bitter, discovered a passion for authentic
Mexican cuisine while traveling as a young man.
He decided to turn this personal love of Mexican food into a successful local restaurant chain.
Willy’s Mexicana Grill has expanded to more than 30 locations in the
Atlanta area. Throughout this time, the company has maintained its
focus on providing excellent customer service and high-quality Mexican food.
Building an Effective Digital Presence
During the COVID-19 pandemic, restaurants relied on their digital presence more than ever before. Willy’s launched a new online ordering system to meet the increased demand. They also partnered with delivery services to supplement their business during the difficult season.
Leadership at the company wanted to partner with an agency that could enact effective digital marketing for restaurants. They hoped that a solid digital marketing strategy would help to drive online orders for their numerous locations.
The team at Willy’s understood the importance of digital marketing. But, like many restaurants, they had primarily focused on in-person business prior to the pandemic. Because of this, they did not have experience in running extensive digital campaigns.
Planning a Successful
Strategy
Willy’s knew that they needed a partner who could help them build a more effective online presence. And when our team assessed the restaurant’s situation, we knew we could help.
We found it wisest to take the following measures:
1
2
3
Our team had to find ways to enact these tools in a cost-effective manner, as the pandemic had affected the revenue of many local businesses at the time.
Fortunately for Willy’s, the Insights ABM team has extensive experience with high-quality digital marketing for restaurants.
Willy’s Mexicana Grill needed to offer their customers a seamless UX to boost sales. To meet this goal, the Insights ABM team developed a custom-tailored digital strategy to meet the specific needs of the company, which included:
The team used the same approaches and avenues for their
digital recruitment campaigns, as well.
Providing Deliverables
Copy and creative development teams crafted unique email marketing content to help the client grow their online customer base. To ensure the success of this marketing strategy, we managed emails sent by the client and oversaw their customer contact lists.
Comprehensive SEO management was included and SEO solutions for both front-end and back-end optimization were deployed.
A unique blog was developed to showcase certain menu items and highlight the company’s community engagement efforts. Insights ABM was tasked with updating this blog at a rate of two posts per month.
Ongoing website development was provided, including site updates and fixes.
Lastly, to reach new patrons and encourage repeat customers, ongoing campaigns were launched and managed, which included:
Delivering Results
Willy’s Mexicana Grill saw incredible results after they partnered with Insights ABM. The campaigns and email marketing strategies helped to increase their sales significantly. The company saw a total sales increase of 54% when comparing the same timeframe year-over-year.
The digital recruitment efforts were also highly successful. Those campaigns resulted in 662 applicants during the first 60 days. With this increase, the company was able to resolve their hiring issue during a particularly difficult time for businesses.
Finally, Willy’s saw a drastic boost in their online traffic. They experienced a 17% increase in new site users year-over-year.
The team at Willy’s Mexicana Grill was ecstatic about the results that we were able to achieve.
