Digital Marketing Made Ezzey
Scaling Success for Grimaldi's Pizzeria
30-Day Local SEO & Data Foundation Plan
Discovery
Days 1-7: Vendor & analytics access, GA4/Tag Audit, data setup framework, store-by-store GBP audit
Quick-Win Execution
Days 8-22: Business profile setup, local SEO structure evaluation, website local execution
Data Integration
Days 23-30: Consolidate data, create dashboards, draft Restaurant & CPG Master Marketing Plans
Executive Summary
The Challenge
Accelerate digital performance across 47 U.S. restaurant locations and retail pasta-sauce line with an aggressive 30-day sprint.
The Approach
Build data infrastructure, fix critical Google Business Profile and local SEO gaps, deliver Master Marketing Plans for both restaurants & CPG.
The Outcome
GBP accuracy ≥85%, organic search impressions +50%, tracked calls/orders +15%, and measurable lunch-daypart lift at under-performing stores.
Objectives & Success Metrics
Discovery Phase (Days 1-7)
Vendor & Analytics Access
Secure access to all digital platforms and analytics tools to begin comprehensive audit.
Data Setup Framework
Establish Data Setup → Collection → Intelligence pipeline framework for unified insights.
Store-by-Store Audit
Complete GBP & directory audit revealing baseline scores averaging 59% listings / 24% SEO.
Quick-Win Execution (Days 8-22)
Business Profile Setup
Bulk-verify & standardize NAP for 47 stores, push to 70+ directories via Ezzey software with weekly re-sync.
Local SEO Structure
Convert location pages to SEO-friendly sub-domains with on-page optimization (title, H1, schema, ADA compliance).
Website Local Execution
Deploy first wave of onsite updates across 47 sites and implement Lunch-Offer landing-page template with single CTA.
Data Integration & MMP Draft (Days 23-30)
Consolidate Data
Integrate POS, Olo, DreamBox, social & ad spend into Looker Studio for unified insights.
Create Dashboards
Build vendor overlay dashboards for DreamBox, Rewards Network, and other partners.
Draft MMPs
Create Restaurant & CPG Master Marketing Plans with budget models and media-mix recommendations.
Present Findings
Share insights and next-step budget options for 45 & 60-day execution phases.
Future Growth Levers (60-Day Preview as Next Steps)
Micro-Influencer Bursts
Hyper-local creators showcase lunch specials and pasta-sauce recipes on TikTok & Instagram.
SMS/Loyalty Flows
Capture GBP visitors into text club with automated bounce-back and birthday offers.
Geo-Conquesting
Mobile-ID retargeting of diners seen at rival pizza chains within a 2-mile radius.
Lunch Accelerator
Day-parted Google Local Ads + GBP posts once capacity insights confirm available seats.
Investment Breakdown (Initial 30 Days)
Total investment for first 30 days: $150,900 with $14,100 in recurring monthly costs for software licensing & iterative SEO improvements for all 47 stores.
ROI Snapshot - Search-Driven Revenue Potential
$720K
Annual Revenue
At 0.5% conversion rate
$1.44M
Annual Revenue
At 1.0% conversion rate
$2.88M
Annual Revenue
At 2.0% conversion rate
$8.64M
Annual Revenue
At 3.0% conversion rate (100K searches)
Based on "Pizza Near Me" searches with $240 average spend per guest (4 visits × $60) against $159,800 annual cost. For each $1 invested, this generates $5-$54 in revenue.
ROI Snapshot - Just One Search-Driven Revenue Potential
Monthly search data shows massive revenue potential from optimizing local SEO and Google Business Profile listings to 85%+ accuracy.
Calculations assume each converted searcher returns four times yearly at $60 average ticket, demonstrating significant revenue headroom.
Sample Findings: High-Priority Stores Needing Attention
They need help to get seen when people are searching on phones and computers
Raising these locations to 85%+ accuracy alone is projected to add ≈50,000 incremental monthly search impressions, translating to ~$2.8M in annual revenue.
Data-Driven Methodology
Data Setup
Unify GA4, POS, Olo & vendor feeds
Data Collection
Automate daily pulls; normalize to store-level
Data Intelligence
Create Looker dashboards for key metrics
Data Interpretation
Weekly insights deck highlighting highest ROI levers
Execution
Iterative tests tied to clear metrics
Why Ezzey
Multi-Location Mastery
Proven framework for >500 franchise units
Full-Stack Data & Creative
Strategy, tech & production under one roof
Fail-Fast, Win-Fast
30-day sprints reveal what works before large media bets
Transparent Economics
Fixed foundational costs; performance-based media options
Next Steps & Approval
Authorize Initial Investment
$150,900 for 30-day sprint (invoice & ACH details attached)
Payment Schedule
$78k due at kickoff; remaining balance net-15 following project start
Kick-Off Call
Align assets, access & success metrics
Weekly Touchpoints
Rapid feedback loops every Friday
Day 30 Read-Out
Present dashboards, quick-win results & 60-day expansion plan
Critical GBP Gaps by Location
The chart highlights locations with the most critical Google Business Profile gaps, showing both listing accuracy and SEO scores that need immediate attention.
Grimaldi's Local SEO Opportunity Analysis
Visibility Gap
Only 43% of locations appear in local map packs when customers search nearby.
Mobile Experience
85% of local searches happen on phones where visibility is critical.
Competitor Analysis
Leading competitors capture 3x more local search impressions across key markets.
Growth Potential
Optimized locations show 60-90% higher foot traffic within first 90 days.
Correcting these foundational issues will unlock immediate visibility gains across all markets, particularly in underperforming locations identified earlier.
Grimaldi's Local SEO Opportunity Is Untapped
Current Visibility
Many Grimaldi's locations are missing from local search results due to poor GBP optimization and inconsistent NAP information.
Optimization Impact
Properly optimized GBP listings can dramatically increase visibility in "near me" searches and Google Maps results.
Search Volume
High-volume pizza-related searches represent significant untapped potential for driving foot traffic to underperforming locations.
Master Marketing Plan Components
Local SEO Strategy
Location-specific keyword targeting, GBP optimization, and directory syndication.
Audience Segmentation
Targeting strategies for lunch crowds, dinner patrons, and retail sauce buyers.
Content Calendar
Coordinated GBP posts, social media, and email campaigns aligned with promotions.
Performance Metrics
KPI tracking framework with store-level and corporate dashboards.
Budget Allocation
Data-driven spending recommendations based on location performance and opportunity.
Next steps after 30 days
Lunch Daypart Acceleration Strategy
The Challenge
Many Grimaldi's locations show significant underperformance during lunch hours, with capacity utilization below 40% despite prime locations in business districts.
The Solution
Targeted lunch-specific marketing using day-parted Google Local Ads, GBP posts highlighting quick-service lunch options, and geo-targeted mobile ads to nearby office workers.
  • Day-parted Google Local Ads
  • Lunch-specific GBP posts
  • Geo-targeted mobile ads
  • Office worker promotions
Next steps after 30 days
Add Retail Pasta Sauce Integration Plan
Current Retail Presence
Grimaldi's pasta sauce is currently available in select high-end grocery stores but lacks digital integration with restaurant marketing efforts.
Cross-Promotion Opportunities
Digital coupons delivered to shoppers detected at AJ's, Whole Foods & high-end grocers can drive both in-store purchases and restaurant visits.
eCommerce Integration
Adding eCommerce functionality to the Grimaldi's website would enable direct sauce sales and create opportunities for restaurant/retail bundle promotions.
Recipe Content Strategy
Developing recipe content featuring the pasta sauce creates multiple touchpoints across social media, email, and the website while driving retail sales.
Ready to Ignite Local Demand & Sales?
Let's transform Grimaldi's digital presence across all 47 locations and build a plan to boost your retail pasta sauce line with our data-driven approach.

The 30-day sprint starts now!