Restaurant Technologies

How a restaurant supply company took a strategic approach to revitalizing their buyer’s journey, driving conversions with better content

restaurant technologies logo

Meet the client

Restaurant Technologies is dedicated to helping commercial kitchens become more sustainable while saving time, labor and money. 


Restaurant Technologies required assistance with building out a content strategy that engages its customers and prospects at every stage of the buyer’s journey. They needed a partner who could help them throughout the entire process, from the initial strategy to the execution and results reporting.  


The Brandpoint team focused on developing SEO-optimized content and measuring KPIs, hoping to better engage Restaurant Technologies’ customers throughout every stage of the buyer’s journey. Brandpoint and Restaurant Technologies identified three main goals to work toward:

  • Driving organic traffic with SEO-optimized content 
  • Engage customers onsite with content that provides solutions to their pain points 
  • Increase CRO through well-defined goals, testing and optimization 


The Brandpoint team started their approach with a content audit, digging in deep to clarify client needs. After the audit, Brandpoint identified a few areas to provide further value to Restaurant Technologies’ consumers throughout the entire customer journey. 

  • Monthly newsletter that opens up communication with customers and prospects
  • Nurture campaign that includes specific conversion goals
  • Website optimizations to create a better user experience
  • Monthly reporting through Google Data Studio


After over a year of working closely with the Restaurant Technologies team, Brandpoint helped achieve major goals and created a smoother lead generation process and customer journey. Check out these results:

icon blog posts

Monthly newsletter

The monthly newsletter boasted an average open rate of 32% and decreased the bounce rate from 59% to 2%. The newsletter also generated a total of 1,028 clicks to the website. 

Website optimizations

After optimizing the Grease Lock and Oil Management 101 pages on the website,

  • organic pageviews from search engines increased 30% from 285 to 370 monthly and
  • goal completions from organic traffic increased 113%. 

Nurture campaign

While the nurture campaign hasn’t launched yet, it’s fully equipped with all of the tools to drive results and grow leads, including a campaign workflow, message map and email content, landing page content, video content guidance and high value asset guidance.  

We'll help you earn leads and grow your business through content