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How O'Learys Got 13.5 Million Unpaid Views with Local Marketing

Malin Dotevall Banks 1 min read

Originally published

  • Multi-Location
  • Industry

O’Learys, a global chain of sports restaurants with locations in 13 countries wanted to take control of its online presence and engage local fans. Not only did O’Learys understand the value of having all of their locations published on the largest social networks, maps, and search engines, they took things one step further and cultivated their local audiences with custom, relevant content. Using a listings management platform, they were able to control their presence across every major platform from a single dashboard. The results are staggering.

13,500,000 unpaid views on Google and Facebook in the last 30 days!

  • 380,000 new Facebook check-ins this year and almost 250,000 “likes” on their locations!
  • O’Learys showed up on Google and Google Maps 201% more often than before PinMeTo!

Google

Direct searches have increased by 75% from 145,985 to 254,747 each month. Indirect searches have increased by 33% from 430,046 to 572,331. See figure 1 below for the full graph.

Fig. 1 - O’Learys Google and Google Maps data showing increases in all categories

Fig. 2 - Google search results for “O’Learys” showing Google Maps locations for nearest O’Learys

Fig. 3 - Volume of monthly calls, website visits, and requests for directions for O’Learys on Google and Google Maps

Facebook

O’Learys also tackled the problem of unofficial Facebook pages by claiming and merging duplicates, which consolidated their local audiences. Combined with check-ins and active location pages, their Facebook presence grew rapidly alongside their Google results.

Fig. 4 - Number of unofficial pages removed by O’Learys and Likes and Check-ins collected

Fig. 5 - Paid and unpaid views on O’Learys brand page and locations on Facebook over the last 28 days

Fig. 6 - Growth in total Facebook “Likes” and Check-ins over time

Summary

By claiming their locations, removing duplicate listings, and posting locally relevant content, O’Learys reached 13.5 million unpaid views on Google and Facebook in just 30 days. The results show what happens when a multi-location brand takes full control of its local online presence.

MDB

Malin Dotevall Banks

Revenue Operations Lead

Malin is the Revenue Operations Lead at PinMeTo, contributing articles on local marketing, social media strategies, and digital presence management for multi-location businesses.

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Frequently Asked Questions

What kind of ROI can restaurant chains expect from local marketing?
Restaurant chains that claim and optimize their local listings can see dramatic results. O'Learys achieved 13.5 million unpaid views on Google and Facebook in just 30 days, along with a 201% increase in Google visibility, simply by taking control of their location data.
How does claiming business locations improve visibility for restaurant brands?
Claiming locations lets you remove duplicate listings, ensure accurate information, and consolidate local audiences. O'Learys saw direct searches increase by 75% and indirect searches grow by 33% after claiming and managing their locations across Google and Facebook.
Can local marketing replace paid advertising for multi-location restaurants?
Local marketing generates significant organic visibility that complements paid campaigns. O'Learys earned 13.5 million unpaid views in 30 days through organic and viral exposure alone, showing that a strong local presence can deliver massive reach without ad spend.

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