Kelly Companies, known for their commitment to creating memorable dining experiences, offers a diverse range of cuisines and settings. From taco joints founded by Tony Hawk and Nicole Dahm to honky-tonk whiskey bars with mechanical bulls and live music, they cater to a variety of tastes and preferences. However, to bring these unique experiences to life, they must first attract guests through strategic digital marketing.
This is a tall order for a small marketing team managing several concepts with 24 locations across the country. Recognizing the need to streamline their efforts and effectively engage their audiences, Marketing Director Alisha Binkoski sought an integrated approach to their marketing technology. This led them to partner with Popmenu.
By partnering with Popmenu, Kelly Companies created a website inherently optimized for search engines like Google. A standout feature is the mobile-friendly dynamic menu, which showcases dish details and photos while allowing customers to leave reviews and "like" their favorite dishes. Each of these interactions is considered an update by Google, prompting the search engine to continuously crawl the page. This constant stream of updates boosts the site's visibility, positioning it higher in search results and driving more organic traffic.
In the first year with the new websites, this increased visibility brought Kelly Companies over 1,500,000 visitors across eight concepts. Plus, seamlessly integrating automatic updates has saved the team countless hours of manual time that they could then devote to more important tasks.
Beyond enhancing website performance, Kelly Companies uses their dynamic menus to apply updates instantly across all restaurant locations. Whether tweaking the price of an item, adding a dish, or adjusting a description, changes are immediately reflected on each location’s menu, ensuring accurate information for guests. Furthermore, Popmenu's integration with OpenTable extends this efficiency by automatically updating the restaurant's reservation listings with the latest menu details—effortlessly syncing menus across platforms.
The hospitality group leverages Popmenu’s suite of marketing tools to keep their brands in front of customers. Whether it’s an online ordering discount sent via text or an email sent automatically to customers who haven’t visited in the last month, Kelly Companies can easily and consistently reach audiences on every channel. What's more, generating quality content is made easier with Popmenu's AI social post tool, which automatically recommends content using original assets that are available on the concepts’ websites, such as recently added menu items, popular dishes, and recent reviews.
What’s most valuable to Kelly Companies is the use of Popmenu as a comprehensive platform, not just a website or marketing point solution. By interconnecting these systems, the group is better able to identify how their digital presence translates into sales, and ultimately into meaningful experiences for their guests.
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