Case Study: Private Restaurant Group – Leveraging Yelp Reviews for Growth

Case Study: Private Restaurant Group – Leveraging Yelp Reviews for Growth

Background: The Client’s Restaurant*  is a popular California-based restaurant known for its craft beers and cozy ambiance. In 2022, the restaurant faced the challenge of standing out in a competitive local market. Social Toothpaste Agency realized they could leverage Yelp’s platform to boost visibility, enhance reputation, and ultimately drive sales.

Objectives for Social ToothPaste Agency:

• Increase the restaurant’s online presence and visibility on Yelp.
• Engage existing customers to post more reviews, driving social proof.
• Utilize Yelp’s paid ads feature to target local diners effectively.

Strategy:

1. Optimizing Yelp Profile:
   • Social ToothPaste ensured that their Yelp profile was fully optimized with high-quality photos, a detailed menu, and up-to-date business hours.
   • We included personalized content in their restaurant description, highlighting their unique selling points, such as their craft beer selection and seasonal dishes.
2. Encouraging User Reviews:
   • We implemented a strategy where servers would politely ask customers to leave a review if they enjoyed their experience.
   • To encourage positive feedback, customers who left reviews were thanked and sometimes offered a small token, like a free appetizer on their next visit.
3. Yelp’s “Check-In” Deals:
   • The Client’s Restaurant* used Yelp’s “Check-In” feature, offering a discount or a free item (e.g., a complimentary appetizer) to customers who checked in via Yelp during their visit. This incentive encouraged more customers to share their experience on the platform.
4. Paid Yelp Ads:
   • The restaurant invested in Yelp Ads to increase their visibility in local searches. They targeted users within a specific radius who were searching for similar dining experiences.
   • Yelp’s ad platform allowed the Golden Bear to target potential customers who were actively searching for restaurants nearby or looking for new places to try.
5. Responding to Reviews:
   • We made it a priority to engage with customers on Yelp by responding to both positive and negative reviews.
   • They thanked customers for positive reviews and addressed any negative feedback by offering solutions or apologies when appropriate.

Execution:

• We ran a combination of organic efforts and paid campaigns to build their Yelp presence. They ensured all Yelp profile features were utilized, such as the “Highlights” section for seasonal menus and special promotions.
• Our team set up regular reminders for staff to encourage check-ins and reviews at the end of the meal.
• Paid Yelp Ads were run with targeted keywords like “craft beer restaurant near me” and “local dining spots.”

Results:

1. Increased Reviews and Ratings:
   • Within 3 months, the restaurant saw a 40% increase in the number of reviews posted on Yelp. The overall rating also improved from 3.9 to 4.5 stars.
   • Positive feedback from customers began to grow, with many mentioning the friendly service and great beer selection.
2. Growth in Customer Visits:
   • Yelp’s “Check-In” Deals led to a 20% increase in foot traffic, with customers who checked in often returning for subsequent visits.
   • Local Yelp Ads also boosted the restaurant’s visibility, leading to a noticeable spike in first-time customers from the surrounding area.
3. Social Proof and Word-of-Mouth Marketing:
   • Many customers who left reviews shared their experiences on social media, helping to extend the campaign’s reach beyond Yelp itself.
4. ROI from Paid Ads:
   • Yelp Ads provided a 10x return on investment (ROI), with a significant increase in sales attributed directly to the visibility boost.

Why It Worked:

• Engagement and Incentives: Actively encouraging reviews and offering incentives for check-ins created a strong incentive for customers to participate.
• Paid Yelp Ads Targeting: The targeted ads were highly effective in drawing in a relevant audience looking for dining options in the area.
• Reputation Management: Consistently responding to reviews showed that the restaurant cared about its customers and valued feedback, which built trust and loyalty.

Key Takeaways:

1. Optimize Your Profile: Ensure your Yelp profile is complete with high-quality images and a compelling business description.
2. Incentivize Engagement: Offering small incentives can encourage customers to leave reviews and check in on Yelp.
3. Leverage Yelp Ads: Paid advertising can help elevate your restaurant’s visibility among a highly relevant audience.
4. Respond to Reviews: Engage with your customers by responding to reviews, showing that you value their input.

* The Client’s Restaurant (Due to a non-disclosure agreement with the restaurant group, we cannot disclose their name, but we were hired to execute their Yelp Marketing Campaign.)