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Reaching customers through consistent communication across all Profiles within the entire network

KFC is a fast-food restaurant chain famous for its chicken dishes and sides. The biggest challenge was maintaining consistent communication across all their Business Profiles. With growAp, we updated all information, secured the listings against unauthorized changes, and ensured ongoing customer communication.

Managed
Business Profiles
0 k+
Years of experience
in the industry
0 +
Satisfied
clients
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Business

KFC logo
KFC is a fast-food restaurant chain known for its chicken dishes and sides. Every day, thousands of guests visit its more than 300 locations across Poland. The chain operates restaurants under various concepts, including drive-thru and delivery models.

Headquarters

Poland

Industry

gastronomia

Effects

• users click on restaurant Profiles 3x more often than on Google ads
• clicks from Business Profiles generated 3x more website visits and 85% more transactions
• the website link on the Profile generated 118% more sessions than links from paid campaigns

Challenge

KFC faced three major challenges:

  • The profiles on maps required optimization and active management,
  • lack of control over the brand presence on Google Maps,
  • outdated information about the offer.

Solution

Together with the client, we developed an action plan to increase the restaurants’ visibility on Google Maps.

We defined the following goals:

  • improve the aesthetics and overall image of the Profiles on Google Maps, aligning them with the brand’s communication style,
  • increase the number of restaurant visits and website traffic.

We took the following actions:

  • performed technical optimization of the Profiles and enhanced their visual presentation to boost visibility,
  • implemented a new app feature notifying users about newly published photos,
  • provided ongoing support and monitoring of reviews and Q&A,
  • regularly published offers to increase customer engagement.

We also introduced mechanisms to monitor goal achievement:

  • implemented analytics within the Profiles, allowing us to measure the effectiveness of traffic from Maps to the website,
  • prepared regular performance reports and compared them with historical data.

Result

Open and partnership-based collaboration with KFC allowed us to achieve the following results:

KFC - number of generated transactions

  • Google users clicked on the restaurant’s Business Profiles 3x more often than on Google ads (data from June 1, 2022 vs. October 13, 2022),
  • in total, all clicks from Google Business Profiles generated 3x more website visits and 85% more transactions during the same period as paid campaigns.

KFC - website session source comparison

  • the main website link added to the Google Business Profile alone generated 118% more sessions on kfc.pl than two combined CPC campaigns during the same timeframe.
Return
Case Study

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209%

increase in monthly Google Business Profile searches
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85%

more transactions than from PPC campaigns
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177%

an increase in views on Google Maps
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90%

wzrost liczby pozyskanych leadów
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