Uncle Julio's
Overview
Uncle Julio’s has been serving up Tex-Mex favorites like mesquite-grilled fajitas and made-to-order guacamole for over 35 years. While the brand has offered online ordering and integrated delivery through Olo since 2017, it wasn’t until guests began regularly placing orders via marketplaces that direct sales and first-party data became priorities.
LINKS
Increase in direct digital sales from Order with Google
Increase in average check on Google vs. marketplace orders
Conversion rate on Order with Google
New, incremental guests who have never ordered online directly from the restaurant before
BACKGROUND
While third-party orders make up a significant portion of Uncle Julio’s off-premise sales, the brand has found the associated fees, lack of control over the guest experience, inaccessible data, and inability to recover or market to guests problematic.
To combat these issues, make it easier for guests to order direct, and drive incremental revenue, the brand launched Order with Google through Olo in late 2021. Now, guests can place an online order directly from Uncle Julio’s via its Google Business Profile—without being redirected to third-party ordering pages.
Order with Google through Olo ensures that guests who are using Google Search or Maps to find similar restaurants or specific dishes in their area (e.g. “Mexican” or “fajitas”) can easily discover and order directly from Uncle Julio’s.
Results with Olo
Boost in Direct Sales and Check Size
Since implementing Order with Google through Olo, Uncle Julio’s has seen an increase in overall revenue and direct digital sales from new, incremental guests. Their conversion rate on Google is approximately 20%, with the vast majority of orders placed by people who have never ordered online directly from the restaurant before. Average check size has also gone up compared to orders that originate on third-party marketplaces.
First-Party Database Growth
In addition to streamlining the ordering process, the sales channel enables Uncle Julio’s to collect first-party data—including who guests are, where they’re coming from, and their behavior—to more effectively serve, recover, and market to guests.
Virtual Brand Opportunity
Because of its success with Olo, and the positive impact of implementing Order with Google, Uncle Julio's is now in the process of getting its virtual brand, Savage Burrito, set up on both platforms.
Because of our partnership with Olo, Order with Google was a no-brainer for Uncle Julio’s. The menu and images all flow directly from Olo, which made setup easy and seamless. Since launch, we’ve been able to better control the off-premise experience, build stronger relationships with our guests, foster loyalty, and gain additional sales.
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