How Havana Central Built Local Visibility and Reservation Infrastructure Across Two Locations
A restaurant brand operating two high-traffic New York locations partnered with Fivespot to strengthen local search visibility, optimize third-party platform performance, improve reservation and conversion pathways, and execute data-driven seasonal campaigns. The result: 156% organic traffic growth, 1.8M local impressions, 49,000+ website clicks, and measurable increases in reservations, foot traffic, and takeout volume.
156% increase in organic traffic
1.8M total GBP impressions
49,245 website clicks
2.5M paid impressions with 5.8% CTR
Overview
Client Profile
Multi-Location Restaurant based in 2 Locations in New York
Services Involved
Primary Challenge
Inconsistent local search visibility across both locations, outdated Google Business Profile and listing information, missed opportunities on delivery and third-party ordering platforms, weak reservation and conversion paths on the website, limited campaign structure for seasonal promotions, and poor attribution between digital marketing and in-store results.
Primary Objective
Strengthen local search visibility across both restaurant locations, optimize third-party platform presence and delivery channel performance, improve website reservation and conversion pathways, build data-driven paid campaigns for seasonal promotions, and establish measurable attribution connecting digital marketing to foot traffic and revenue outcomes.
The Challenge
Havana Central operated two popular New York restaurant locations but lacked the digital infrastructure to maximize visibility, reservations, and customer engagement. Local search presence was inconsistent across both locations, with outdated Google Business Profile information limiting map visibility and direction requests. The business missed opportunities to optimize listings on delivery platforms and third-party ordering services where customers actively searched for dining options. Website conversion paths for reservations and takeout orders were weak, creating friction in the customer journey. Seasonal promotions and event-driven campaigns lacked dedicated landing pages and structured campaign architecture, reducing effectiveness and attribution visibility. Without clear tracking connecting digital marketing efforts to in-store traffic and revenue, the business struggled to measure true campaign impact and optimize spending across channels.
Inconsistent local search visibility and rankings across both New York restaurant locations
Outdated Google Business Profile information limiting map pack visibility and engagement
Missed optimization opportunities on delivery platforms and third-party ordering services
Weak website reservation and conversion pathways creating friction in customer journey
Limited campaign structure for seasonal promotions and event-driven dining opportunities
Poor attribution systems failing to connect digital marketing to foot traffic and revenue
Lack of geo-targeting and competitive conquest strategies for high-intent local dining searches
The Strategy
Fivespot developed a comprehensive local visibility and conversion strategy designed to strengthen Havana Central's digital presence across both locations while improving reservation and foot-traffic outcomes. The approach balanced foundational local SEO improvements with targeted paid campaigns—optimizing owned listings and platform presence while executing data-driven advertising that captured high-intent dining searches. We built dedicated seasonal campaign infrastructure with landing pages supporting event-driven promotions, implemented advanced conversion tracking connecting digital marketing to reservations and in-store visits, and created geo-targeting strategies capturing local dining demand while conquesting competitors. Rather than treating digital marketing as brand awareness only, we built measurable systems connecting search visibility, paid campaigns, and social advertising directly to reservations, foot traffic, and business outcomes.
Optimize Google Business Profiles for both locations with complete information, professional photos, and ongoing engagement
Strengthen third-party platform presence across delivery services, reservation platforms, and dining directories
Deploy local SEO strategy targeting reservation-intent and dining searches across New York markets
Build citation profiles and backlink strategies to strengthen local search authority for both locations
Create dedicated seasonal campaign landing pages with optimized conversion paths for promotions and events
Execute geo-targeted Google Ads campaigns capturing high-intent dining searches and competitor traffic
Deploy Meta campaigns with location-based targeting driving reservations and foot traffic across both locations
Implement conversion tracking and attribution systems measuring digital impact on reservations and revenue
Execution
Google Business Profile Optimization
Rebuilt Google Business Profiles for both Havana Central locations with complete business information, professional photos showcasing food and atmosphere, updated menus, hours, and service options. Implemented ongoing management including regular posts highlighting seasonal offerings, event promotions, and daily specials. Optimized categories, attributes, and Q&A sections to improve map pack visibility and local search rankings.
Third-Party Listing & Delivery Platform Optimization
Optimized presence across delivery platforms including Grubhub, Uber Eats, DoorDash, and reservation services like OpenTable and Resy. Ensured consistent menu presentation, accurate pricing, professional photos, and updated business information across all platforms. Built citation profiles across dining directories, event platforms, and local business listings to strengthen local search signals and discovery opportunities.
Local SEO & Citation Building
Developed local SEO strategy targeting reservation-intent searches including Cuban food, Latin dining, New York restaurants, and location-specific dining queries. Created location-specific content addressing neighborhood searches and dining occasions. Built authoritative backlink profile through local partnerships, food blogger outreach, and restaurant industry platforms to strengthen domain authority and local rankings.
Website Conversion Optimization
Redesigned website conversion pathways with clear reservation booking, online ordering, and location-specific navigation. Integrated OpenTable reservation widget, streamlined takeout ordering flow, and optimized mobile experience for on-the-go diners researching options. Built trust signals including menu highlights, ambiance photos, and customer testimonials to support conversion throughout customer journey.
Seasonal Campaign Landing Pages
Created dedicated landing pages for seasonal promotions, holiday events, private dining, and special occasions. Built conversion-focused page architecture with clear reservation CTAs, event details, menu highlights, and booking pathways. Optimized pages for paid campaign traffic with messaging aligned to ad creative and seasonal search intent. Enabled tracking and attribution connecting campaign performance to reservation and revenue outcomes.
Google Ads & Geo-Targeting Strategy
Executed Google Ads campaigns targeting high-intent dining searches across New York markets. Implemented geo-targeting strategies focusing on neighborhoods surrounding both locations plus tourism and business districts. Built competitor conquesting campaigns capturing searches for similar Cuban and Latin dining options. Optimized campaigns for reservation conversions, direction requests, and phone calls with location-based bid adjustments and conversion tracking.
Meta Campaigns & Social Advertising
Deployed Meta campaigns with visual creative showcasing signature dishes, restaurant atmosphere, and dining experiences. Targeted local audiences with location-based parameters, dining interest categories, and lookalike audiences based on existing customer profiles. Created campaign variations for seasonal promotions, happy hour offerings, and private event bookings. Optimized creative and targeting based on engagement, traffic, and conversion performance.
Conversion Tracking & Attribution
Implemented comprehensive tracking systems connecting digital marketing to business outcomes. Deployed conversion tracking for online reservations, phone call clicks, direction requests, and website engagement. Built attribution models connecting paid campaigns and organic visibility to foot traffic patterns and revenue trends. Created reporting infrastructure showing channel performance, location-level results, and campaign ROI to support data-driven optimization.
Results
156% increase in organic traffic
Sustained website growth from search visibility
304% growth in search impressions
Expanded visibility for dining searches
1.8M total GBP impressions
Across both restaurant locations
49,245 website clicks
From Google Business Profile engagement
6,465 call clicks
Direct phone inquiries and reservations
35,314 direction requests
Navigation to restaurant locations
2.5M paid impressions
With 5.8% click-through rate
30,000+ high-intent clicks
For dining and reservation searches
These results demonstrate successful transformation of Havana Central's digital infrastructure across both locations. The 156% organic traffic increase proves that local SEO and platform optimization created sustainable visibility for reservation-intent searches. The 304% impression growth shows expanded presence across dining, Cuban food, and location-specific queries that drive restaurant discovery. The 1.8M Google Business Profile impressions combined with 49,245 website clicks, 6,465 call clicks, and 35,314 direction requests demonstrate that local visibility converted directly into customer engagement and foot traffic. The paid campaign performance—2.5M impressions at 5.8% CTR delivering 30,000+ high-intent clicks—proves that targeted advertising efficiently captured dining demand during seasonal promotions and competitive dining occasions. Most importantly, these visibility and engagement improvements drove measurable increases in reservations, foot traffic, and takeout volume across both New York locations.
Business Impact
Beyond the traffic and engagement metrics, this work created lasting digital infrastructure for Havana Central. The optimized Google Business Profiles and third-party platform presence provide ongoing visibility across the channels where customers actively search for dining options—reducing reliance on expensive short-term promotional tactics. The improved website conversion pathways streamlined the reservation and ordering process, removing friction that previously caused lost bookings. The seasonal campaign infrastructure with dedicated landing pages and conversion tracking enables more effective promotion execution while providing clear attribution connecting marketing spend to revenue outcomes. The geo-targeting and competitor conquesting strategies captured high-value local dining searches that previously went to competing restaurants. Most strategically, the comprehensive tracking and attribution systems enable data-driven decision-making about where to invest marketing resources across channels and locations—improving efficiency and ROI across all customer acquisition efforts.
Built sustainable local visibility infrastructure reducing dependence on expensive promotional tactics
Improved reservation and conversion pathways removing friction from customer booking journey
Created scalable seasonal campaign systems supporting efficient event and promotion execution
Established measurable attribution connecting digital marketing to foot traffic and revenue outcomes
Captured high-intent local dining demand through geo-targeting and competitive conquest strategies
Developed multi-location optimization framework supporting coordinated marketing across both restaurants
Related Resources
Want Results Like This?
Let's build a growth strategy backed by real performance. Schedule a free consultation to explore what's possible for your business.
Get a Free Consultation