Latest / The Local Marketing Podcast with Fexingo: Small Business, Google Maps, and Local SEO / How a Pizza Place Uses Google Maps to Drive Repeat Orders
Transcript
- Luna: So Lucas, I think we've talked a lot about how businesses use Google Maps to get found — but what about keeping people coming back? Lucas: Right, that's the real question. Most local businesses treat their Google listing like a digital business card. You set it up, you hope someone finds it, and then you move on. But a pizzeria in Chicago — Rosario's on Division Street — showed me something different. Luna: Rosario's — yeah, I've seen that spot. It's a thin-crust place, family-run, been there for like 25 years. Lucas: Exactly. And they started paying real attention to their Google Maps listing about a year ago, specifically to drive repeat orders. Not just new customers — which is the usual goal — but getting the neighborhood to order again next week. And they've actually seen a measurable bump. Luna: What did they do differently? Lucas: Three things. First, they started using Google Posts — those little updates that show up in the business profile — to announce daily lunch specials. Not generic stuff, but specific: 'Today only: the spicy sausage and ricotta slice for $3.50.' They post it by 10 AM, and by noon they see people walking in with their phones out, saying 'I saw the post.' Luna: That's smart. It's essentially a digital chalkboard that reaches people who already know the place. Lucas: Exactly. And the second thing is they started actively managing reviews — not just responding, but using them to surface what regulars love. So when someone mentions the 'crispy edges' or the 'fast pickup,' Rosario's highlights that in their Q&A section and even in their photo captions. It reinforces the message for new visitors. Luna: So they're basically turning reviews into marketing copy. That's clever. Lucas: The third thing might be the most interesting. They started leveraging Google Maps attributes — those little tags like 'family-friendly' or 'outdoor seating.' Most businesses just set them once and forget them. But Rosario's noticed that 'family-friendly' was one of their top attributes, so they added a photo carousel specifically showing families eating there — kids with pizza, parents smiling. It's a subtle signal, but it makes the place feel welcoming before you even walk in. Luna: I can see that working. When I'm choosing a place for dinner with my nephews, I'm looking for signs that kids are actually welcome, not just tolerated. Lucas: Right. And the result: Rosario's told me their repeat order rate from Maps-driven customers went up about 12 percent over six months. Not earth-shattering, but meaningful for a single-location pizzeria. And the cost? Zero dollars. Just time and attention. Luna: Which brings up a bigger point — a lot of small businesses think Google Maps is a one-and-done setup. But Rosario's is treating it like a living storefront. Lucas: That's exactly the frame. And honestly, it's the kind of thing that scales down better than most marketing tactics. You don't need a big budget. You need someone to commit 15 minutes a day to posts and reviews. For a local business, that's a much better use of time than, say, running Facebook ads that might not convert. Luna: So what's a specific takeaway for a listener who owns, say, a sandwich shop or a taco stand? Lucas: Pick one Google Maps feature and use it consistently for 30 days. If you're a taco stand, try Google Posts with a daily special — 'Today's pastor tacos, $1.50 each, 11 AM until we run out.' And take a photo of the actual tacos. Then watch how many people mention the post when they order. It's that direct. Luna: I like that. Small test, measurable result. Lucas: And if you're listening and you've gotten something out of these episodes — maybe you tried that exact tactic and it worked — this kind of show runs entirely on listener support. We don't run ads. A couple of dollars a month is genuinely what keeps these conversations going. You can find that at buy me a coffee dot com slash fexingo. Luna: Yeah, it really does make a difference. Even small contributions help us keep digging into stories like Rosario's. Lucas: So back to Rosario's — another thing they do well is using Google Maps Q&A to preempt confusion. They noticed people were asking 'Do you have gluten-free crust?' and 'How late do you deliver?' So they pinned answers to the top of the Q&A section. That way, a new visitor doesn't have to dig through reviews to find the basics. Luna: That's a simple fix that probably saves them phone calls too. Lucas: Absolutely. And it builds trust. When a potential customer sees quick, clear answers, it signals that the business is organized and cares about the customer experience. That's a huge factor in whether someone clicks 'Order online' or scrolls past. Luna: So the lesson is really about consistency and showing up. Google Maps isn't a directory — it's a channel. Lucas: Exactly. And Rosario's proves that a small, local business can get real results without any fancy tools. Just the free Google Business Profile, a phone with a decent camera, and 15 minutes a day. Luna: Alright, I'm ordering pizza tonight. And I'm going to look at their Google Posts first. Lucas: Ha. Let us know if they have a spicy sausage special.