Case Study: Italian Garden

At Town, we’re passionate about empowering small businesses like Italian Garden, a beloved family-owned restaurant in McKinney, Texas, known for its authentic, scratch-made Italian cuisine. By leveraging Town’s commission-free online ordering, SEO-friendly website builder, and integrated small business tools, we transformed Italian Garden’s digital presence, replacing their costly reliance on Slice with a branded, cost-effective solution.

Problem

Italian Garden was struggling with operational and financial hurdles:

  • Crippling Slice Fees: Slice charged $4 per order, draining profits from $16,000/month in orders and stifling growth.

  • Outdated, Expensive Website: Their GoDaddy website required costly updates ($15-$20 per change), lacked online ordering, and suffered frequent downtime, frustrating customers and staff.

  • Fragmented Digital Strategy: Reliance on paper menus and third-party platforms like Slice and DoorDash (30% fees per order) diluted brand identity and limited direct customer engagement.

  • Ineffective Support: Previous providers charged $250-$600/month for lackluster promotions and provided slow support, with downtime issues taking days to resolve.

How Town Helped

Town’s all-in-one platform delivered a tailored digital transformation, replacing fragmented systems with a seamless, affordable solution designed to scale Italian Garden’s success:

  • Commission-Free Online Ordering: We replaced Slice with a branded online ordering system integrated into Italian Garden’s website, eliminating $4/order fees and DoorDash’s 30% commissions. A free tablet streamlined kitchen order management.

  • SEO-Optimized Website: Our website builder created a modern, responsive site with stunning visuals of Italian Garden’s dishes, optimized for search engines to boost traffic and discoverability.

  • Empowering Tools: We provided an intuitive admin panel, enabling owner Tony to update menus, prices, and modifiers independently, cutting out costly maintenance fees.

  • Hands-On Engagement: Town’s team visited during busy weekends to gather customer feedback, refining the platform for a flawless user experience. We also designed digital flyers and targeted promotions to drive orders.

  • Instant Support: Our rapid, on-site technical support ensured zero downtime, with immediate fixes and optimizations tailored to Italian Garden’s needs.

  • Loyalty & Reservations: Town’s integrated loyalty program rewarded repeat customers, while our reservation system streamlined table bookings, boosting retention at no extra cost.

Before

  • Website: An outdated GoDaddy site with no online ordering, high maintenance costs, and frequent downtime.

  • Revenue: Slice dominated with $16,000/month in orders but eroded profits with high fees; direct orders were minimal.

  • Customer Experience: Limited digital presence forced customers to use phone orders or costly third-party apps, weakening brand loyalty.

  • Costs: Slice ($4/order), DoorDash (30%/order), and other systems like FiveStars ($289/month) and OpenTable ($200/month) bled profitability.

Result

Our platform revolutionized Italian Garden’s business, delivering extraordinary results:

Impact of Town’s Solution

  • Massive Traffic Growth: Our SEO-optimized website drove 10,000 visitors in the first month, amplifying Italian Garden’s online reach and customer base.

  • Revenue Boom: Direct online ordering soared, with peak days hitting $1,200 (e.g., $400 on a single Friday, surpassing Slice’s previous high of $900), fueling profit growth.

  • Huge Cost Savings: By eliminating Slice’s $4/order fees, we reduced their contribution from $16,000 to $3,000/month. Town’s commission-free DoorDash integration and free tablet, combined with replacing systems like FiveStars and OpenTable, saved nearly $800/month.

  • Operational Freedom: Our user-friendly admin panel empowered Tony to manage the website independently, while loyalty and reservation tools streamlined operations. The free tablet optimized kitchen workflows.

  • Enhanced Customer Loyalty: Direct ordering improved convenience, and our team’s on-site feedback sessions refined the platform, boosting satisfaction. Custom flyers and promotions drove repeat business.

  • Brand Control: Town’s branded platform replaced Slice, giving Italian Garden full ownership of its customer experience, solidifying its reputation as McKinney’s top Italian dining destination.

  • Contract-Free Growth: With Town’s zero-contract model and affordable tools, Italian Garden scaled effortlessly, free from long-term commitments or complex systems.

Testimonial

Tony, owner of Italian Garden, said, “Town turned our business around. We were losing thousands to Slice’s fees, but now we’re hitting $1,200 days with our own website. The system’s so easy—I update everything myself. Town’s team even came on busy weekends to talk to customers and fix things instantly. We’re saving nearly $800 a month and growing our way!”

With Town, Italian Garden reclaimed its profits, strengthened its brand, and set a new standard for success in McKinney. Ready to make your business the talk of the town? Book a free demo today!

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