- Case Study -
Abuelo's
Abuelo’s, a Mexican restaurant chain known across eight states for its made-from-scratch cuisine, tapped Next PR to help build a stronger presence in national media, boost brand credibility and encourage more in-store diners across its 25 locations.
THE CHALLENGE
Abuelo’s wanted to expand awareness in its core markets by pushing for national exposure and attracting both locals and travelers to its restaurants. Next PR needed to find ways to amplify the Abuelo’s story and get them in front of national media.
HOW WE GOT THERE
With almost 50,000 Mexican restaurants for consumers to choose from across the U.S., the Next PR team got creative to drive national visibility for Abuelo’s. The team leveraged food holidays, like National Margarita Day and National Tequila Day, to tap into national food and beverage roundups and ensure Abuelo’s was included among leading Mexican chains.
Depending on the food holiday, the roundups featured select Abuelo’s menu items, like its El Jefe margarita for National Margarita Day, and included the restaurant’s promotion details to encourage consumers to visit on those holidays. Over 60% of roundups included a backlink to the Abuelo’s website so consumers could find their nearest restaurant location.
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National Placements
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Domain Authority
THE RESULTS
Throughout the campaign, Next PR secured 44 national media placements in publications including Delish, Thrillist and CNET. These placements helped Abuelo’s achieve an average domain authority of 74 – a domain authority above 60 is rated as excellent, as a higher domain authority increases the chances of receiving more visibility in search engines.
81.2% of all users visiting the Abuelo’s website were new users, indicating new audiences being reached through the team’s efforts.
Next PR built five relationships with top-tier reporters at publications including RetailMeNot, Thrillist, CNET and Delish. Abuelo’s was featured multiple times for food holiday coverage across these publications, allowing Next PR to continually boost exposure for the restaurant’s in-store promotions.