With innovative ideas and the best elements of international cuisine, Las Muns has been adding colour, shape and flavour since 2011, combining traditional, ethnic and signature influences to win over a growing base of “munslovers” who can now enjoy the brand in Madrid and Barcelona.
Las Muns is a local empanada business that connects with customers through traditional recipes fused with international inspiration in every ingredient and flavour combination. The concept is built around easy-to-eat products for any moment, a healthy offer, heat retention for up to 90 minutes after preparation and consistent quality. Sharing is at the centre of the brand: customers are invited to choose the flavour they like most and enjoy the moment with family and friends, each one picking their own favourite Las Muns.
Located in emblematic urban areas and backed by a strong takeaway model, Las Muns experienced exponential growth over the last three years, consolidating 14 company-owned stores while opening the path toward a franchise model. Its guiding principle: understand the customer and deliver a high-quality product with broad appeal.
Where it all began…
Las Muns needed a fast and intelligent way to direct its local marketing effort in order to attract customers to its franchise locations. Organic search positioning (SEO) and paid search (SEM) became two essential campaign pillars.
Google captures 85% of all desktop internet searches and 94.5% of searches from mobile devices.
46% of those searches have local intent. 75% of users never go beyond the first page of results.
The variety of metrics to monitor and the complexity of the tools required to analyse them led the Las Muns marketing team to look for a solution that was fast, simple and practical to deploy. In May 2019, Las Muns connected with SearchMAS during the Mobile World Congress, one of Europe’s biggest technology events, and we started a joint effort to democratise the brand’s digital marketing by adapting it to its needs through a single tool that put visibility and action into the hands of the team.
Visibility
At SearchMAS, we launched the setup of our technology to automatically collect daily information for every relevant metric. Our processing engine turns this large volume of data into a clear and actionable language for operators through a mobile app, complemented by a web dashboard for decision-makers who can now measure and understand:
- How customers search for the brand, its products or its stores online, both through direct branded demand and through indirect discovery searches.
- How customers find Las Muns, separating results shown in Google Maps from those shown in Google Search.
- How customers act once they find the brand, measuring traffic driven to the website and checkout, phone calls and requests for directions in Maps.
- How customers evaluate their experience with the brand, generating valuable insight for attracting new customers through review and comment management in Google.
- How competitors participate in the search ranking, gaining or losing ground in response to each SEM and SEO action.
- Which ad alternative performs best and what the return looks like. Through a local micro-campaign model, actions are split into simultaneous and highly specific campaigns that can be switched on and off according to performance.
Actions
Through tailored working sessions, the experienced SearchMAS team enriched the knowledge base that the app translates into concrete recommendations for each of the areas above. That means local SEO work no longer requires a deep specialist profile and instead becomes part of the daily rhythm of the team.
With fortnightly reviews, we ran a three-month pilot that increased Las Muns’ visibility in Barcelona and Madrid by 12%, boosted Google My Business activity by more than 44% and increased Ads clicks by 27%. Appearances in Google’s Local Pack grew by 250% for the three most relevant keywords in the business.
With these results and a continuous improvement mindset, we became long-term partners for the next stage of growth, focused on multiplying these gains across more and newer locations. Some of these same steps can help you activate a local marketing strategy for your own business.
Follow our ideas and perspectives on this blog. If you need support from our team, get in touch now at info@searchmas.es
