Mitchells & Butlers

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  • Intro
  • The challenge
  • What we did
  • Results

Working at scale to get diners on seats

Mitchells & Butlers asked us to help improve local search visibility for its 350+ Toby Carvery and Harvester restaurants. The campaign achieved a 79% increase in table bookings from ‘near-me’ searches, and a 60% increase in bookings via organic search.

The challenge

Appearing for ‘near-me’ searches offered the greatest opportunity for the Toby and Harvester brands, but analysing the volume of data and metrics associated with the 350+ locations presented a huge challenge in terms of effort vs. ROI. Whilst it was important to scale as fast as possible, we needed to ensure that we were achieving the maximum results for the most minimal efforts.

Mitchells & Butlers SEO case study showing outside of Harvester restaurant

Our solution

Vertical Leap’s approach of combining algorithmic analysis and expertise means that we can work at a scale not possible by people alone. Our intelligent automation platform Apollo Insights collected and analysed every data point and metric, providing prioritised insights for the search team to analyse. This freed up our specialists to then focus on implementing the suggested actions to achieve results as quickly as possible.

Mitchells & Butlers SEO case study showing inside of Harvester restaurant

The result

The campaign achieved some impressive results, including:

  • 79% increase in table bookings from ‘near-me’ searches ​
  • 60% increase in bookings via organic search
  • Total ROI of 147%​
“Mitchells and Butlers engaged with the Vertical Leap SEO team to grow search visibility for 350+ restaurants. They've achieved the goals we set and we’ve since expanded the services they provide to include many more of our brands.”
Mitchells & Butlers
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