Challenge
Fishaways was expanding its menu to include sushi, but faced 2 problems:
- The sushi space is already dominated by specialist restaurants and big QSR players.
- Only 48 of 243 restaurants offered sushi at launch, whch made a national campaign impractical.
The task? Promote a regionally limited, niche product at scale — and do it without a paid media budget.
Solution
We developed a hyperlocal search strategy to boost awareness and drive action in the specific areas where sushi was actually available. Using insights from search interest around terms like “sushi near me” and “sushi restaurants,” we built an organic content ecosystem that worked across every level.
Through our official partnership with Yext, we leveraged and optimised individual restaurant pages with localised, keyword-rich content. These were supported by a national sushi landing page that linked to each local store, thereby improving local rankings and discovery.
We also activated the stores’ local Facebook and Google listings with relevant keyword content, visuals, and CTAs tailored to each region. This created a connected path from search to store, and it was done entirely organically.
The Result
Over a period of 6 weeks, Fishaways saw:
- A 20.6% increase in sushi sales
- A 4.5% increase in clicks for directions to Fishaways
- An 11% increase in tap-to-call clicks
- Organic revenue growth from Yext and the website combined: R133,225.46
The Takeaway
This was a national result powered by hyperlocal strategy. By pairing full-funnel SEM strategy with smart tech platforms like Yext, we helped Fishaways unlock new growth, with no media budget required.
Sushi might be new to the menu, but smart organic search is already delivering.
