Winning the Lunch Rush: A Bulk GMB Management Strategy
Client: A fast-casual restaurant chain with 75 corporate-owned and 25 franchise locations.
Challenges We Faced
The brand was losing foot traffic to competitors because their Google Maps presence was unmanaged:
Unclaimed Profiles
30% of their locations had unclaimed GMB profiles.
Inaccurate Hours
Holiday hours weren’t updated system-wide, leading to customer complaints.
Visual Inconsistency
Some locations had professional food photos; others had blurry user-uploaded images as the cover photo.
No Menu Integration
They weren’t using the GMB menu feature, forcing users to click through to a PDF.
No Centralized Control
Listings were managed inconsistently across locations, making updates slow and error-prone at scale.
Drive Foot Traffic
“Need more in-store sales? Our Multi-Location GBP Management puts every location on the map.”
Our Approach – How We Solved These Challenges
Multi-Location GBP Management
We verified all 100 locations under a single corporate dashboard.
Bulk Updates
We implemented a system to push holiday hours and menu updates to all locations simultaneously.
Visual Overhaul
We uploaded professional food photography to every location’s profile and flagged low-quality user photos.
Google Posts
We launched a national “Limited Time Offer” campaign using Google Posts across all 100 locations.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| Map Pack Views (Total) | 150k/mo | 650k/mo | +333% |
| Direction Requests | 12k/mo | 45k/mo | +275% |
| Discovery Searches | 40% | 75% | +87% |
Free Map Scan
“Are your hours correct? Book a Free Listing Scan with our franchise seo expert team!”
Advice for Marketers & Brand Owners
- Treat GMB as your homepage. For restaurants, more people see your GMB profile than your website. Optimize it first.
- Control the visuals. Don’t let a bad customer photo be the first thing people see. Manage your cover photos centrally.
- Post at scale. Use tools to push offers to every location’s GMB profile instantly.
Extra Factors That Made It Work
- The franchise marketing seo strategy focused on “non-branded” discovery keywords (e.g., “burgers near me” vs. “BrandName burgers”), which significantly widened the funnel.
- Reporting for Corporate allowed the HQ team to see exactly which locations were underperforming in search.
