Miguel’s Jr.
About Miguel’s Jr.
Multi-Location Quick-Serve Restaurants
Founded in Corona, California in 1975 by Mike and Mary Vasquez, Miguel’s Jr. is an award-winning quick-service restaurant that serves homestyle California Mexican recipes inspired by the cuisine from Mary’s childhood in Central Mexico. The Vasquez family restaurant legacy began in 1973 with Miguel’s California Mexican Cocina. With encouragement from the community, Mike and Mary expanded their horizons and launched Miguel’s Jr. in 1975. Miguel’s Jr. offers delicious Mexican dishes made from only the freshest, premium ingredients and always cooked to order. Family-owned and operated, Miguel’s Restaurants focuses on the spirit of hospitality and enriching relationships in a wholesome environment. With 23 locations in the Inland Empire and Orange County, the Vasquez family continues the tradition of serving the freshest, best tasting California Mexican food daily. Miguel’s Jr.’s crave-able Mexican food is available in restaurants, and at home or on-the-go with online ordering, curbside pickup, drive-thru, and delivery.
Services Provided
- Google Business Profile Management
- Local Service Ads
- Google Ads
- Business Profile Listing Management
Challenges
Miguel’s Jr. identified the need to enhance their digital marketing strategies in order to reach new audiences for its restaurants. The goal was to improve organic and paid rankings on various platforms through website and social media enhancements, SEO optimization, and online advertising ultimately resulting in increased restaurant visits, online orders, and returning customers. While Miguel’s Jr. is an established restaurant chain, primarily in the Inland Empire and recently in Orange County, it consistently competes against major fast food chains. Miguel’s Jr. sought to distinguish itself from other quick service/fast-casual restaurants, particularly in the Mexican cuisine space, while also increasing store visits as well as take-out and delivery orders.
Solutions
While Spring Digital has provided Miguel’s Jr. with an extensive range of digital marketing services, our primary focus from the beginning was to emphasize local engagements, particularly through Google Business Profiles and Local Ads. Miguel’s Jr. requires effective multi-location marketing as a strategic approach to ensure that its various locations cater to the specific preferences of customers in each area. The goal here was to enhance the effectiveness and relevance of their marketing campaigns. In the quick-service space decisions are made swiftly. While improved branding was of course needed, our goal was to capture people in the moment of the decision-making process of where to grab a quick bite to eat.
We began by testing with a specific group of stores that had been performing sub-par to see if improvements could quickly be made at individual QSR levels. This involved overhauling their local store business profiles and focusing on paid search in local platforms.
Local SEO, Search Engine Business Profiles and Knowledge Graphs via Google Business, Bing Business, Facebook and Yelp Business are significant lead-generation opportunities for businesses that properly utilize the platforms. Search engines continue to prioritize the features that they offer and have been building these platforms to better serve businesses. Over 70% of searches do not result in a click to any website, as people find the information they seek on the business listings, eliminating the need to visit a website.
Miguel’s Jr. had a substantial opportunity in this area, as its Knowledge Graphs and search engine business profiles were underutilized. Within two months each of the test stores saw a significant uptick in traffic, ticket orders, and order values. Following the successful test, we implemented the same practices for all stores, resulting in 55% of their new foot traffic being acquired through this marketing method.
94%
Increase in Site Visitors via Google Business Profile During 6 Month Period
1660%
Increase in Website Goal Completions via Google Business Profile during 6 Month Period
305%
Increase in Store Visits (From Ads) Over 5 Years
45%
Increase in Driving Direction Requests (From Ads) Over 5 Years
-70%
Decrease in Cost per Conversion (Store Visits or Driving Requests)
“Miguel’s Restaurants has worked with Spring Digital for about 5+ years now and they brought us to the digital landscape when we really were only executing on a traditional media level. Troy and his team are our partners, reporting on metrics and ROI, making suggestions on how to best optimize our platforms and spend, and bring new ideas to round out our social/digital presence. Not only do we enjoy working with Troy and his team, they’ve made a true impact on our business.”
Karissa Hauser,
Marketing Director,
Miguel’s Jr.
“Miguel’s Restaurants has worked with Spring Digital for about 5+ years now and they brought us to the digital landscape when we really were only executing on a traditional media level. Troy and his team are our partners, reporting on metrics and ROI, making suggestions on how to best optimize our platforms and spend, and bring new ideas to round out our social/digital presence. Not only do we enjoy working with Troy and his team, they’ve made a true impact on our business.”
Karissa Hauser,
Marketing Director,
Miguel’s Jr.
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