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Case study: MTY Group

The challenge

For several years now, DAC has worked with MTY Food Group, one of North America’s largest franchisors and operators in Casual Dining (CD), Fast Casual (FC), and Quick Service (QS) restaurants.

When COVID took hold in 2020, the entire restaurant industry took a hit. Local restrictions compelled people to prioritize proximity when choosing a restaurant. It became clearer than ever that MTY restaurant brands needed to show up first in Google’s map results and outrank their competitors.


The solution

To see where we needed to be heading, we first needed to know where we stood. We worked with MTY’s Fast Casual and Quick Service brands to determine the three most important localized keywords that they wanted to rank on, and used our proprietary Local Rank+ geolocation tool to determine how each location was ranking on Google against these keywords from certain points in the surrounding neighborhoods.

For each brand’s location and for each keyword, we analyzed ranking against their competitors (Local 3 Pack; 4 to 6; 7 to 9; 10 to 20; 20+) and categorized each location with a High, Medium, or Low priority tag.

We built a list of recommendation and optimization tasks to prioritize for each brand’s location, and tracked the implementation work carefully. In partnership with the client, all FC and QS restaurant brands launched a series of optimizations to their GMB listings over a couple of months.

Just three months later, a final Local Rank+ crawl was conducted to assess changes in positioning—and the reported results were great!

Local Rank+ process to optimize each location

The impact

Three months following the implementation of optimizations on listings:


of locations ranked >10 on Google ramped up to achieve a position between 1 and 9.


of locations moved to the desired Local 3 Pack (top three local results on Google).


of the brands saw improvement on at least one of the three keywords they wanted to rank higher for.