Organisation
Industry
Australian Locations
International Presence
Campaign Duration
Products / Services Used
Ribs & Burgers is a premium quick-service restaurant brand specializing in ribs, steaks, and burgers, with 16 locations across Australia and a growing footprint in the UK and South Africa.
The brand had strong national recognition but was falling short of monthly sales targets, not for lack of demand, but because nearby customers simply didn't know they had a Ribs & Burgers around the corner. The brief: close the gap between brand awareness and local foot traffic.
Driving directions requested
Calls & contact form enquiries
Increase in unique website visitors
Days of campaign activation
National awareness was strong, but monthly sales targets were being missed across the 16-store footprint.
Nearby customers simply didn't know there was a Ribs & Burgers in their area.
High-intent terms like "burgers Perth," "burgers Sydney," and "ribs Sydney" were not ranking at all.
The brand was underrepresented across the directory ecosystem that Australian diners actually search.
Restaurant listings lacked the geographically relevant keywords needed to win local intent.
Designed in close collaboration with the Ribs & Burgers team, anchored to awareness and revenue, not just rankings.
Every local restaurant page reworked around geographically relevant, high-intent search terms.
Brand placed and verified on the most-used local restaurant directories, including Yelp, True Local, Hotfrog, and Start Local.
All branded location pages are wired into Google Analytics to track traffic, enquiries, and on-page activity by store.
Ongoing tuning of keywords, listings, and rankings based on live performance data.
Group Marketing Manager
Successful migration of 9,000+ pages across 12+ languages, with no critical downtime.
Multi-channel strategy driving 50%+ monthly registration growth.
Ogilvy needed to scale SEO delivery across multiple markets without expanding headcount. Mavlers stepped in as their invisible production partner.
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