23 locations, 7 cities and a website that builds itself

We replaced WordPress with a static website generated from a data file holding cities, locations, hours, phone numbers and the menu. Adding a location means adding one record: the generator creates its page in Spanish and English and adds it to its city page, the map and the sitemap.

We built 11 city pages (seven with locations and four catering delivery areas) with their own content: locations, the most-ordered dishes there, parking and extended hours. Every location carries Restaurant schema with hours and coordinates, and every page has its hreflang pair in the other language. That's how we handled local SEO in two countries.

The catering form asks for date, headcount, city and type of event, and goes to that city's manager with a copy to headquarters. The careers page filters by city and position. The menu lives in a single file, with notes on which dishes are only available in Mexico or only in the United States.

Four months after launch, location pages get 4,920 organic visits a month, up from 2,140, and the English pages already bring 38% of that traffic in El Paso, Phoenix and Albuquerque. Catering quote requests went from 24 to 41 a month.

Adding a location to the website now takes ten minutes and doesn't depend on any outside vendor. The careers page receives 96 applications a month, already sorted by city and position, which saved HR from wading through emails with no context.