Muerde La Pasta
Restaurants (Italian chain) · Spain · B2C
The largest all-inclusive Italian restaurant chain in Spain, with more than 150 recipes prepared daily using fresh ingredients. Part of the Tastia Group.
Two separate challenges within the same account. First: driving restaurant visits through digital channels by leveraging the ROPO effect — users research online and convert offline. Second: the app had low ratings on both the Play Store and App Store due to poor metadata optimisation and a weak backlink profile. Without fixing the ASO, the app simply wouldn't appear in relevant searches.
Full ASO strategy: search ranking optimisation within the stores, increased volume of positive reviews, and reinforcement of the app's key benefits on the product listings. Google My Business profiles activated, and A/B tests run to sharpen the messaging.
The tactical key: identifying the moment of peak user satisfaction — when they benefited from a discount for downloading the app — and requesting a rating right at that instant. Coordinated improvement of metadata and backlinks to climb the store rankings. Result: first position in the App Store for "restaurante italiano", "comida italiana", "app restaurante italiano" and "buffet libre".