Industry: Restaurant → Burger Chain
Business Type: Multi-Location Business (10+ Locations)
Home of the world-famous CrazyShakes©, Black Tap is a craft burger and beer restaurant known for its high-quality burgers, fresh-cut fries, and over-the-top milkshakes. With locations in NYC, Nashville, Anaheim, Dallas, Miami, and London, Black Tap is a growing brand in the restaurant industry.
The Challenge
Black Tap reached out to Fivespot in mid-2023, looking for a full-scale digital marketing partner to manage their locations more efficiently and grow three key locations:
- Times Square (NYC)
- SoHo (NYC)
- Nashville (TN, newly opened in 2023)
Key Challenges
❌ Disjointed Marketing Efforts – Multiple agencies were handling SEO, ads, design, and social media, leading to inefficiencies and overlapping responsibilities.
❌ Scaling a New Location – The Nashville location needed aggressive marketing to gain traction, especially ahead of Nashville Burger Week.
❌ Lack of Organizational Strategy – Each location had different reservation, email marketing, and menu management systems, creating a fragmented digital presence.
❌ Menu & Branding Consistency – The restaurant needed centralized control over creative assets, menu updates, and advertising.
Our Solution
To enhance Black Tap’s digital marketing performance across multiple locations, Fivespot Marketing implemented a comprehensive, multi-channel strategy focused on SEO, paid advertising, email marketing, and brand consistency.
1️⃣ SEO & Local Search Optimization
To improve visibility and rankings across multiple locations, we executed an SEO and local search strategy that ensured Black Tap’s brand appeared in high-intent searches.
- Standardized Business Listings & Naming Conventions – Ensured consistency across all platforms (Google, Yelp, OpenTable, etc.) to improve local search rankings.
- Hyperlocal SEO Landing Pages – Created location-specific content optimized for high-volume searches, including:
- “Best Burger in Times Square”
- “Best Shakes in NYC”
- “Madison Square Garden Burger”
- High-Authority Citations & Menu Syndication – Distributed fully optimized menu listings across Google, Yelp, and top-tier restaurant directories, ensuring accurate and SEO-friendly data.
2️⃣ Google Ads & Social Media Advertising
To increase foot traffic, online orders, and brand awareness, we launched performance-driven ad campaigns focused on geo-targeting and high-intent audiences.
- Precision-Targeted Google Ads – Developed high-ROI search and display ads targeting people actively searching for burgers, shakes, and dining experiences near Black Tap locations.
- Nashville Burger Week Campaign – Created a geo-targeted ad campaign driving foot traffic to Black Tap’s Nashville location, leading to a Burger Week competition win.
- Brand Awareness & Paid Social Strategy – Launched Meta (Facebook & Instagram) ad campaigns targeting millennials & Gen Z foodies, increasing social engagement and in-store visits.
3️⃣ Email Marketing Overhaul & Automation
We revamped Black Tap’s email marketing infrastructure, optimizing segmentation, engagement, and deliverability.
- Migration from Mailchimp to Klaviyo – Improved audience segmentation and campaign targeting to increase conversions.
- Email List Validation & Cleanup – Removed inactive or unengaged contacts to increase open rates and improve deliverability.
- Localized Monthly Newsletters – Launched customized email campaigns tailored to individual locations, boosting customer engagement and repeat visits.
4️⃣ Multi-Location Digital Strategy & Creative Asset Management
As Black Tap continued expanding, we provided comprehensive marketing support for all new and existing locations.
- Centralized Creative Asset Management – Managed menus, promotional graphics, and branded digital content to ensure brand consistency across all locations.
- Ongoing Marketing Support for Expansion – Provided SEO, paid ad, and content support for locations in Anaheim, Dallas, Miami, and London, adapting strategies to local markets and demographics.
The Results
🚀 Massive Increase in Website Traffic
✅ 114,000+ website visits in a single month
✅ 65% of traffic from organic search due to aggressive SEO
✅ Targeted landing pages dominated rankings for key search terms
Explosive Growth in Local SEO & Google Business Performance
35th Street NYC
- 130,000+ Google search impressions
- 51 new Google reviews
- 2,878 requests for directions (high-intent local traffic)
- 1,933 website clicks & 242 reservations
Nashville
- 75,000+ local search impressions
- 137 new reviews in one month
- 1,791 direction requests & 2,625 website visits
- Increase in reservations and online orders from Google Business Profile
SoHo NYC
- 141,000 search impressions
- 2,044 direction requests & 2,040 website clicks
Strategic SEO Implementation Paid Off
✅ Local map rankings skyrocketed for key terms (“best burgers near me,” “NYC shakes,” “burger joints in Nashville”)
✅ High engagement on SEO pages increased traffic and customer conversions
Email Marketing Overhaul → Higher Engagement
✅ Seamless migration from Mailchimp to Klaviyo
✅ Improved email segmentation by location
✅ Higher open rates and engagement
Helped Black Tap Nashville Win ‘Best Burger’ at Nashville Burger Week
✅ Hyper-targeted advertising brought in foot traffic & online votes
✅ Directly increased customer visits & online buzz
✅ Result: Black Tap Nashville won the competition!
Final Impact
By implementing a scalable, data-driven digital marketing strategy, Black Tap achieved:
✅ Higher search rankings and increased local discoverability
✅ Increased foot traffic through hyper-targeted ad campaigns
✅ Better email engagement and customer retention through optimized segmentation
✅ Stronger brand consistency across multiple locations and digital platforms