Industries · Restaurant Expansion
The multi-location restaurant marketing playbook, written by operators.
Restaurants opening location two, location three, or location ten run into the same marketing problem: what worked for the first restaurant does not scale. We have built the engine that does, with 20twenty Willow Glen as the flagship case study, and the playbook is on this page.
Talk to the team →What we see
The problems that show up in every engagement.
Location one branding does not extend.
The original restaurant brand was built on the chef-owner, the neighborhood, and the original menu. Location two needs a brand that includes the original and travels. We rebuild the visual and verbal system to extend without diluting.
Multi-location GBP is a different game.
A single GBP is a basic exercise. Twelve GBPs sharing the same NAP signal, the same category, and the same photography is a multi-week setup. We ship it as a one-time build and then maintain it as a recurring discipline.
Local SEO competes against itself.
A restaurant brand with multiple locations in the same metro starts cannibalizing its own search rankings. We deploy location-specific landing pages with proper schema and internal linking to avoid the cannibalization trap.
Each location needs reviews on day one.
A new restaurant location with three Google reviews loses every nearby search to incumbents with 400+. We pre-stage the review-generation infrastructure before doors open so the first month produces the volume the location needs.
The marketing budget does not scale linearly.
Going from one location to four locations does not mean 4x the marketing budget. We design a per-location budget that captures shared brand efficiency without starving any individual location of presence.
How we engage
The IG approach.
Audit the existing flagship
Take location one as the baseline. Identify what works, what is brand-dependent, and what is location-agnostic.
Build the multi-location brand system
Visual + verbal system that includes the original and extends to N locations. Reusable templates, location-specific overrides, photography style guide.
Pre-stage each new location 90 days out
GBP profile created, schema deployed, landing page live, photography shot, review-generation flow primed, paid spend ready before doors open.
Run the per-location operator cadence
Each location has a dashboard, each location gets a weekly briefing, the brand operator sees all locations in one view. Beat is the surface.
Want to talk about an engagement?
30-minute conversation. Bring the bottleneck. We will walk you through how the engagement would scope.
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